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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? • 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
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