Andrew Chitty, Illumina Digital
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Andrew Chitty, Illumina Digital

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Illumina Digital's presentation Transition of broadcast to interactive” from Turing Festival August 2011

Illumina Digital's presentation Transition of broadcast to interactive” from Turing Festival August 2011

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  • So far interactivity has had a minor impact on TV commissioning. Todays multiplatform shows are greate TV shows first, mulitplatform entertainment experiences second.

Andrew Chitty, Illumina Digital Andrew Chitty, Illumina Digital Presentation Transcript

  • Transition of broadcast to interactive Andrew Chitty Illumina Digital
  • 1953
  • 1994 2.1m + viewers = x3
  • 1995 1.1m THE NET + viewers = x 650
  • 2011 10.5m + + viewers = x 3,184,127
  • ENGAGEMENT WITH THE SHOW
  • ENGAGEMENT WITH THE SHOW  extend the experience
  • ENGAGEMENT WITH THE SHOW  extend the experience  extend the content
  • ENGAGEMENT WITH THE SHOW  extend the experience  extend the content  make it social
  • ENGAGEMENT WITH THE SHOW  extend the experience  extend the content  make it social  create campaigns
  • PARTICIPATION IN THE SHOW
  • PARTICIPATION IN THE SHOW  interactive elements
  • PARTICIPATION IN THE SHOW  interactive elements  play along
  • PARTICIPATION IN THE SHOW  interactive elements  play along  competitions
  • PARTICIPATION IN THE SHOW  interactive elements  play along  competitions  gamification
  • INTERACTIVE PRODUCTION
  • INTERACTIVE PRODUCTION using online/mobile platforms for
  • INTERACTIVE PRODUCTION using online/mobile platforms for  recruitment
  • INTERACTIVE PRODUCTION using online/mobile platforms for  recruitment  contributions
  • TRANSACTIONS DRIVEN BY THE SHOW
  • TRANSACTIONS DRIVEN BY THE SHOW  commercial
  • TRANSACTIONS DRIVEN BY THE SHOW  commercial  data
  • TRANSACTIONS DRIVEN BY THE SHOW  commercial  data  direct from show or brand extensions/licenses
  • DIGITAL DISTRIBUTION OF THE SHOW
  • DIGITAL DISTRIBUTION OF THE SHOW 4od, ITVplayer, iPlayer, YouTube
  • DIGITAL DISTRIBUTION OF THE SHOW 4od, ITVplayer, iPlayer, YouTube  iTunes
  • DIGITAL DISTRIBUTION OF THE SHOW 4od, ITVplayer, iPlayer, YouTube  iTunes  Facebook
  • DIGITAL DISTRIBUTION OF THE SHOW 4od, ITVplayer, iPlayer, YouTube  iTunes  Facebook  Consoles
  • ENGAGEMENT WITH THE SHOW
  • PARTICIPATION IN THE SHOW
  • INTERACTIVE PRODUCTION
  • TRANSACTIONS DRIVEN BY THE SHOW
  • NO IMPACT ON COMMISSIONING? • All successes are TV successes • All failures are TV failures • Interactivity and engagement can’t save a show • No show has ever been re-commissioned on the basis of its interactive success* • Why? *yet
  • NUMBERS• Financial value of marginal TV viewers are currently greater than those of online users• 10% conversion of 2.5m to online (£Million Drop) = success• 30% conversion of 1.1m in same slot = an interesting failure• TV Value chain (producers, broadcasters, advertisers) can monetise their core business viewers better than their digital users* *at the moment
  • DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
  • DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
  • DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
  • DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS? • Television is an entertainment medium; TV shows are events. Interaction is – Hugely spiky – Short lived – Brand/show driven – Support calls to action
  • DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS? • The online world is communications driven. Sites and apps are services. Interaction is – sustained – repetitive – needs focussed – easier to cross sell – Support behaviour change
  • LIMITS OF MULTIPLATFORM
  • CHANGING COMMISSIONING? TV commissioning will really have changed when we see: – Entertainment shows with interactivity at the core – Factual Programmes commissioned to to support transactional services, whether of data or cash, not the otherway around – True transmedia narrative experiences
  • TRANSMEDIA STORYTELLING?
  • FACTUAL PROGRAMMING from Content to Service
  • INTERACTIVE/TRANSACTIONAL GAME SHOWS?