• Save
What  New Audiences  Really  Want
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

What New Audiences Really Want

on

  • 6,395 views

A presentation about cross media given in 2000 to teams of BBC producers on a series of development labs about audience centric design and production thinking and creating compelling cross-media. It ...

A presentation about cross media given in 2000 to teams of BBC producers on a series of development labs about audience centric design and production thinking and creating compelling cross-media. It covers on-demand, mobile, social networks, on-demand - example:

What they say they want...
•I need to explore in more depth, at my own pace
•I want to ‘link’ out to more - especially around my local area
•I expect relevant facts & activities on demand - immediately
•I would like episodic rich media, video and audio
•I want to personalise my experience - choose my own routes
•Let me contribute, give my opinion to others and the makers
•I would like the producers to automatically know what I
“really” found interesting - during and for next time.

A remarkable thing about the presentation it was delivered in 2000, long before 360 thinking and social networks were the norm.

Statistics

Views

Total Views
6,395
Views on SlideShare
4,789
Embed Views
1,606

Actions

Likes
6
Downloads
0
Comments
0

6 Embeds 1,606

http://www.personalizemedia.com 1590
http://www.slideshare.net 7
http://translate.googleusercontent.com 6
http://207.46.192.232 1
http://www.linkedin.com 1
http://131.253.14.125 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

What New Audiences Really Want Presentation Transcript

  • 1. What audiences want Gary Hayes Senior Development Producer BBC New Media - Interactive New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 2. What audiences want “How do I know what I think until I see what I say” Lewis Carrol, Alice in Wonderland New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 3. What audiences want THE EVER CHANGING MEDIA ENVIRONMENT - Part One Interactive SERVICES to all platforms DTV, PC, Replicated media, Personal TV & Mobile First questions & what they say they want • 1 Broadcast Linear Digital & Analogue • 2 Broadcast Information (News. Weather eg: DText) • 3 Broadcast Education (On-line learning) • 4 Broadcast Entertainment (including: games) • 5 On Demand Video, Audio & Games • 6 eCommerce (shopping) • 7 Communication - Email (TV, PC & mobile) • 8 Combinations of all the above (cross media) New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 4. What audiences want The Interactive Media Stakeholders • Content creators • Content owners • CONTENT PROVIDERS • Advertisers, promoters & ad distributors • Software developers • SERVICE PROVIDERS • Portal owners • NETWORK OPERATORS • EQUIPMENT MANUFACTURERS • Equipment retailers • CONSUMERS New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 5. What audiences want Part Two - ENABLING PLATFORMS (Tuesday) • 1 Digital Television DTV • 2 Web all Over • 3 The Mobile World • 4 Putting it all Together - Home Networks, Personal TV & Integrated Devices • 5 Narrow and Broad, TV and PC • 6 Replicated Media (eg: DVD) New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 6. What audiences want Creating services, our very first questions... •Ask, who do we want to reach •Ask, how many do we want to reach •Ask, what will the viewer experience be •Ask, how will the viewer perceive us for this experience •Ask, how do we want to reach them •Ask, how do we keep them loyal and involved New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 7. What audiences want What they say they want... •I need to explore in more depth, at my own pace •I want to ‘link’ out to more - especially around my local area •I expect relevant facts & activities on demand - immediately •I would like alternative rich media, video and audio •I want to personalise my experience - choose my own routes •Let me contribute, give my opinion to others and the makers •I would like the producers to automatically know what I “really” found interesting - during and for next time New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 8. What audiences want 1 Broadcast Linear Digital & Analogue (ref) • Multi channel (Sat & Cable) dilutes audiences - Sep99, 37% Sep00, 41% • Projected mc audience Sep 03, 68% • BBC One Share - in 1999 had 27.4% in 2000 it has 26.3% • 14% NOP consider TV will be more INTERACTIVE • Using TV and Web viewers watched programmes more. Top of list - Tommorow's World, Top of Pops, Snowboarding & Inside Rugby! New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 9. What audiences want 2 Scheduled Information (News. Weather eg: Dtext & EPG's) • 19 million users per week of 'Teletext' Services • In WebTV trials 44% of audience actually click through to more info (BBC News, TOTP and Eastenders are the top 3) UK Digi TV viewers use the following (July00) • 73% EPG & other 'portal' guides to services • 46% use the 'favourite' function (PERSONALISATION) • 44% play live GAMES • 18% shop in real time New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 10. What audiences want Interactive shows - content providers viewpoint •We deliver packages of interactivity around a linear show •We can deliver fact sheets & research as ‘real time’ add-ons •We can offer “quality cutting room floor” as alternatives •Segmentation, ‘clips’ allows us to offer personalised routes •We create communities & loyalty around programme brands •Profiling & tracking allows us to really find out what people ‘watched & explored’ New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 11. What audiences want 3 Scheduled Education (on-line learning) • 36% of audience will use interactive TV educational services • Top three iTV service areas - Email/Web, Educational and VOD • 57% would pay for educational content as part of interactive services (the next three includes web, banking, shopping) New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 12. What audiences want 4 Scheduled Entertainment (including: games) • Top three content areas of Interactive Services - Games, Entertainment, Sports • Mobile Games - 200 million people in Western Europe and the U.S will be playing Internet games on their mobile phones by 2005 - worth $6 billion • 39% NOP prepared to pay for games • PS2 biggest launch 10 mill, 1 yr • 7.5 mill games consoles in UK New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 13. What audiences want 5 On demand Video, Audio (TV, PC, DVD, pTV & Mobile) • 20 % of Europe receive online on-demand services by 2005 • 73% NOP prepared to pay for Video on Demand • 95% of viewing content in USA in 2005 will be outside schedule • 39% NOP prepared to pay for Personal TV Services Forester research (July 2000) into Personal Digital Recorder’s • by 2002 over 8.2 million households worldwide will be using PDRs • 63% of those will be bundled in with sat and cable boxes • more than 66% of current PDR users timeshift programmes daily and surf a lot less New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 14. What audiences want MOBILE LIFE COMMUNICATION ? New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 15. What audiences want 6 COMMUNICATION - Email (TV, PC & mobile) • There will be more people using the web via TV than PC in 2003 (see below also) • 63% NOP prepared to pay for Email • Favourite areas of UK WebTV trial - email 47%, search 27%, chat 16% Mobile Communication • 71% of the world's mobile subscriber base will be using mobile Internet services by 2006 (1.4 billion people) • In 2003, the number of mobile Internet users will PASS the number of fixed device (TV & PC) Internet users New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 16. What audiences want 7 eCommerce (SHOPPING) • 43% of total audience will shop via TV • 17% of total audience will bank via TV Interactive revenue streams: • Telephone, commission, user fee, advertising, rental • Open…. £22 mill in first 9 months, projected £146 mill end June 2001 New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 17. What audiences want Cross media thinking - loyalty, continuing the experience (NB: the images are metaphors for the services!) New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 18. What audiences want 360 thinking and cross media experience Mobile & PDA Print Integrated publishing Platforms Narrow r Media Web DVD/VHS QUALITY Games Broadband CORE PC CONTENT Non-existent Public and commercial Platforms Broadband To TV Linear aTV PersonalTV Enhanced and dTV PDR/NDR & iTV New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 19. What audiences want 8 Summary - cross media combinations of all the above Significant ‘now’ numbers of viewers using COMBINATIONS of: • Scheduled TV and web on TV • Mobile phone &/or PDA linked with web on PC • On-demand video and web over on-demand broadband platforms • Mobiles cross connecting into TV programmes • Personalised capture services over mobile & STB New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV
  • 20. What audiences want ...END OF PART ONE... “How do I know what I can do until I see what’s possible” Gary Hayes, Just Now DON’T MISS PART TWO ! Contact gary.hayes@bbc.co.uk New Media 13/11/00 Gary Hayes, Senior Producer Interactive TV