Andrew Chitty, Illumina Digital

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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

    1. 1. Transition of broadcast to interactive Andrew Chitty Illumina Digital
    2. 2. 1953
    3. 3. 1994 2.1m + viewers = x3
    4. 4. 1995 1.1m THE NET + viewers = x 650
    5. 5. 2011 10.5m + + viewers = x 3,184,127
    6. 6. ENGAGEMENT WITH THE SHOW
    7. 7. ENGAGEMENT WITH THE SHOW  extend the experience
    8. 8. ENGAGEMENT WITH THE SHOW  extend the experience  extend the content
    9. 9. ENGAGEMENT WITH THE SHOW  extend the experience  extend the content  make it social
    10. 10. ENGAGEMENT WITH THE SHOW  extend the experience  extend the content  make it social  create campaigns
    11. 11. PARTICIPATION IN THE SHOW
    12. 12. PARTICIPATION IN THE SHOW  interactive elements
    13. 13. PARTICIPATION IN THE SHOW  interactive elements  play along
    14. 14. PARTICIPATION IN THE SHOW  interactive elements  play along  competitions
    15. 15. PARTICIPATION IN THE SHOW  interactive elements  play along  competitions  gamification
    16. 16. INTERACTIVE PRODUCTION
    17. 17. INTERACTIVE PRODUCTION using online/mobile platforms for
    18. 18. INTERACTIVE PRODUCTION using online/mobile platforms for  recruitment
    19. 19. INTERACTIVE PRODUCTION using online/mobile platforms for  recruitment  contributions
    20. 20. TRANSACTIONS DRIVEN BY THE SHOW
    21. 21. TRANSACTIONS DRIVEN BY THE SHOW  commercial
    22. 22. TRANSACTIONS DRIVEN BY THE SHOW  commercial  data
    23. 23. TRANSACTIONS DRIVEN BY THE SHOW  commercial  data  direct from show or brand extensions/licenses
    24. 24. DIGITAL DISTRIBUTION OF THE SHOW
    25. 25. DIGITAL DISTRIBUTION OF THE SHOW 4od, ITVplayer, iPlayer, YouTube
    26. 26. DIGITAL DISTRIBUTION OF THE SHOW 4od, ITVplayer, iPlayer, YouTube  iTunes
    27. 27. DIGITAL DISTRIBUTION OF THE SHOW 4od, ITVplayer, iPlayer, YouTube  iTunes  Facebook
    28. 28. DIGITAL DISTRIBUTION OF THE SHOW 4od, ITVplayer, iPlayer, YouTube  iTunes  Facebook  Consoles
    29. 29. ENGAGEMENT WITH THE SHOW
    30. 30. PARTICIPATION IN THE SHOW
    31. 31. INTERACTIVE PRODUCTION
    32. 32. TRANSACTIONS DRIVEN BY THE SHOW
    33. 33. 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
    34. 34. 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
    35. 35. DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
    36. 36. DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
    37. 37. DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
    38. 38. 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
    39. 39. 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
    40. 40. LIMITS OF MULTIPLATFORM
    41. 41. 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
    42. 42. TRANSMEDIA STORYTELLING?
    43. 43. FACTUAL PROGRAMMING from Content to Service
    44. 44. INTERACTIVE/TRANSACTIONAL GAME SHOWS?

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