Broadcast Television: Trends and Implications


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Presentation by CTAM at Mid-Atlantic Marketing Research Association event on Future TV, May 2010, Washington DC

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Broadcast Television: Trends and Implications

  1. 1. Broadcast Television:<br /> Trends and Implications<br />Rick Ducey<br />Chief Strategy Officer<br />BIA/Kelsey<br />Market Research Association<br />Mid-Atlantic Chapter<br />May 25, 2010<br />
  2. 2. Topics<br />What is “broadcast television”?<br />Happy birthday, TV.<br />Broadcast TV meets the Internet which meets the smartphone.<br />Where does broadcast TV fit in the media mix?<br />Five questions.<br />
  3. 3. Happy birthday, terrestrial digital TV.<br />
  4. 4. What is “broadcast television”?<br />
  5. 5. It’s a content distribution and user engagement platform. <br />
  6. 6. TV is compelling to the user.<br />
  7. 7. Digital TV is flexible.<br />
  8. 8. TV Meets the InternetCase study: Sezmi<br />
  9. 9. TV Meets the InternetCase Study: Google TV<br />
  10. 10. Case Study:Mobile DTV is born (again)<br />
  11. 11. MDTV does DC<br />
  12. 12. It takes a village MDTV ecosystem . . .<br />Supply Chain<br />Sprint, SES WORLD SKIES, Harris Broadcast, Rohde & Schwarz, Thomson Grass Valley, Envivio, Nagravision, iSet, DTVInteractive, Expway, Roundbox, Hauppauge Computer Works, Harris Interactive, Rentrak, BIA/Kelsey, Tribune Media Services, RRD, TVB, Ad Council, Fox Cable, NBCU Cable<br />Washington, DC Stations<br />WRC (NBC Universal)<br />WTTG (Fox)<br />WDCA (Fox)<br />WPXW (ION Media Networks)<br />WFDC (Univision)<br />WHUT (PBS/Howard University)<br />WUSA (Gannett Broadcasting)<br />WNVC (MHz Networks)<br />WNUV (Sinclair Broadcasting)<br />
  13. 13. Services<br />On the go<br />Personal<br />Live/Linear TV<br />Non-linear TV<br />Time Shifted/DVR<br />Interactive TV<br />Emergency Alert<br />ESG<br />Subscriber Interactivity<br />Revenue Models<br />Channel change interstitial<br />Pop-up ads<br />E-Commerce<br />Coupon<br />Targeted ads<br />Geotargeting<br />Viewer data<br />VOD<br />Subscriptions<br />
  14. 14. Smartphones reach 50% by 2011<br />14<br />
  15. 15. Where does TV fit in the media mix?<br />
  16. 16. Media Consumption is Fragmented<br />Daily Reach and Duration for Various Media<br />Among 350 Adults in the Middletown Media Studies II<br />Daily Reach:<br />Incidence of Use Among 350 Adults<br />
  17. 17. 3 Core Drivers of Change<br />
  18. 18. Users integrate the TV experience as an “app” across screens.<br />
  19. 19. Americans Using More News Sources<br />19<br />92% of Americans use more than one platform; 46% use 4-6 platforms.<br />Source: Pew Internet, 2010<br />
  20. 20. 150 Million Active U.S. Social Networkers<br />20<br />
  21. 21. Site Visits: Facebook Dethrones Google<br />21<br />
  22. 22. Both Drive Traffic to Broadcast Sites<br />
  23. 23. Follow the TV app across platforms.<br />Users<br />Measurement <br />Reporting<br />ROI<br />Buy/sell platforms<br />Brand managers<br />Agencies<br />SMBs<br />
  24. 24. Five questions we were to answer.<br />What innovation or emerging technology will have the greatest impact on the television industry in the next few years?<br />Answer: Internet Protocol<br />What is the biggest challenge facing television as a medium?<br />Answer: Extending their business model cross-platform.<br />What are some of the new or innovative ways in which broadcasters and content producers are tracking audiences and audience behaviors? <br />Answer: Data on servers assume key role along with sample surveys.<br />How will television-based marketing evolve with the medium, and what are the implications for the current advertising-based revenue model?<br />Answer: Multiple screens, multiple roles in the media mix requires new media mix models.<br />What do you think is the most significant moment in the history of TV (can be content or technological)  OR  What is your favorite TV moment of all time?<br />
  25. 25. Bobby Orr’s winning goal in Stanley Cup final, 40 seconds into O/T on Mother’s Day 1970.<br />
  26. 26. Thank you.<br />