intro to idtv in Belgium Hugues Rey UBA 17 11 09

1. UBA – 17th November 2009
An Introduction to
The Interactive Digital TV Overview
in Belgium
Hugues Rey - MediaBrands

2. IDTV - Interactive <> Digital
• Interactive television represents a continuum from:
- low interactivity (TV on/off, volume, changing channels)
- to moderate interactivity (simple movies on demand without
player controls)
- and high interactivity in which, for example, an audience
member affects the program being watched.
• Digital television (DTV)
- is the sending and receiving of moving images and sound by
discrete (digital) signals, in contrast to the analog signals used
by analog TV.

3. Agenda
Digital &
Interactive
Advertising
Opportunities
Near Futures
Challenges

4. Digital &
Interactive
Advertising
Opportunities
Near Futures
Challenges

5. 48% of the Belgian 15-64 years old
Telenet market share: 57 % (Source: Digiscan 2009)
48 51
1
31
57
7
1 0 2 3
Q 17 Heeft u een abonnement op digitale televisie?
Q18 Welke is uw operator ?

6. IDTV Affinity in the North
70
75
80
85
90
95
100
105
110
115
120

7. Interactivity – Ever done, Interested, Non Interested
(Source: Digiscan)
15
22
28
31
46
54
61
69
87
17
25
26
21
25
21
26
16
5
67
53
46
48
28
25
13
14
7
Preview TV Programs ($)
Participate to Contest / Voting (Red…
Surf optimized TV website
Shift TV-Review ($)
Video on demand ($)
Search for extra info
Shift TV-Review (free)
TV / Films via Personal Video Recorder…
Electronic Program Guide
Yes Not Yet No Interested

9. Useful Details
Interview JC de Keyser - 13/03/2008 – Le Soir
Digital TV is not automatically equal to Interactivity
• "VOO et Be TV, par exemple, ne proposent aucune interactivité. La
véritable interactivité, , n'existe que chez Belgacom TV et Telenet,
lesquels rassemblent actuellement 696 000 foyers".
VoD is the first interactive TV « killer app »
• en 2007, "35 à 36 pc" des abonnés ont
consommé (et donc payé !) une moyenne de
"3 à 4" programmes à la demande par mois,
alors qu'on en était qu'"entre 20 à 25 pc" de
consommation épisodique en 2006.

10. Digital &
Interactive
Advertising
Opportunities
Near Futures
Challenges

11. A few example …

12. Red Button: 18 % of Trial (Base: IDTVer ’s)
6
10
11
14
14
18
20
Request for Sampling / Coupons
Subsribe to a newsletter
Request for brochure
Looking for other products after
seeing Spots
Looking for dealers / shops
Extra Info Request after seeing
Spots (Red Button)
Looking for e-mail / Adress

13. Digital &
Interactive
Advertising
Opportunities
Near Futures
Challenges

14. Convergence of devices

15. BBC iPlayer Reaches 75 Million Downloads,
Video On Demand Service Still Growing

16. CONFIDENTIAL
1

17. “Media” experience are increasingly defined less by the
platform and more by the community
http://www.flickr.com/photos/hankins/
Is It Still TV ?

18. Measurement Challenge is Partially Faced !
Digital = Mass Media
Fragmentation
Smart PeopleMeter
Interactivity
= Unique Actions
LogFiles Like
Solution ?
« Petite
Audimétrie »
Sound
Matching
RIA ?

19. As a conclusion…
Next Steps in Interactivity ?

20. + 32 / 496 26 06 88
Messenger: hugues@live
Mail: hugues.rey@mediabrands.be
Blog: www.rey.be
Twitter: huguesrey
Skype: Yugsxiii
Second Life: Yugs Bournemouth
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Thanks for Listening … Let’s Talk ;-)