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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

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Andrew Chitty, Illumina Digital

  1. 1. Transition of broadcast to interactive<br />Andrew Chitty<br />Illumina Digital<br />
  2. 2. 1953<br />
  3. 3. 1994<br />2.1m<br />viewers<br />=<br />x 3<br />+<br />
  4. 4. 1995<br />1.1m<br />viewers<br />=<br />x 650<br />+<br />THE NET<br />
  5. 5. 2011<br />10.5m<br />viewers<br />+<br />=<br />x<br />+<br />3,184,127<br />
  6. 6. ENGAGEMENT WITH THE SHOW<br />
  7. 7. ENGAGEMENT WITH THE SHOW<br /><ul><li> extend the experience</li></li></ul><li>ENGAGEMENT WITH THE SHOW<br /><ul><li> extend the experience
  8. 8. extend the content</li></li></ul><li>ENGAGEMENT WITH THE SHOW<br /><ul><li> extend the experience
  9. 9. extend the content
  10. 10. make it social</li></li></ul><li>ENGAGEMENT WITH THE SHOW<br /><ul><li> extend the experience
  11. 11. extend the content
  12. 12. make it social
  13. 13. create campaigns</li></li></ul><li>PARTICIPATION IN THE SHOW<br />
  14. 14. PARTICIPATION IN THE SHOW<br /><ul><li> interactive elements</li></li></ul><li>PARTICIPATION IN THE SHOW<br /><ul><li> interactive elements
  15. 15. play along</li></li></ul><li>PARTICIPATION IN THE SHOW<br /><ul><li> interactive elements
  16. 16. play along
  17. 17. competitions</li></li></ul><li>PARTICIPATION IN THE SHOW<br /><ul><li> interactive elements
  18. 18. play along
  19. 19. competitions
  20. 20. gamification</li></li></ul><li>INTERACTIVEPRODUCTION<br />
  21. 21. INTERACTIVEPRODUCTION<br />using online/mobile platforms for<br />
  22. 22. INTERACTIVEPRODUCTION<br />using online/mobile platforms for<br /><ul><li> recruitment</li></li></ul><li>INTERACTIVEPRODUCTION<br />using online/mobile platforms for<br /><ul><li> recruitment
  23. 23. contributions</li></li></ul><li>TRANSACTIONS DRIVEN BY THE SHOW<br />
  24. 24. TRANSACTIONS DRIVEN BY THE SHOW<br /><ul><li> commercial</li></li></ul><li>TRANSACTIONS DRIVEN BY THE SHOW<br /><ul><li> commercial
  25. 25. data</li></li></ul><li>TRANSACTIONS DRIVEN BY THE SHOW<br /><ul><li> commercial
  26. 26. data
  27. 27. direct from show or brand extensions/licenses</li></li></ul><li>DIGITAL DISTRIBUTION OF THE SHOW<br />
  28. 28. DIGITAL DISTRIBUTION OF THE SHOW<br /><ul><li>4od, ITVplayer, iPlayer, YouTube</li></li></ul><li>DIGITAL DISTRIBUTION OF THE SHOW<br /><ul><li>4od, ITVplayer, iPlayer, YouTube
  29. 29. iTunes</li></li></ul><li>DIGITAL DISTRIBUTION OF THE SHOW<br /><ul><li>4od, ITVplayer, iPlayer, YouTube
  30. 30. iTunes
  31. 31. Facebook</li></li></ul><li>DIGITAL DISTRIBUTION OF THE SHOW<br /><ul><li>4od, ITVplayer, iPlayer, YouTube
  32. 32. iTunes
  33. 33. Facebook
  34. 34. Consoles</li></li></ul><li>ENGAGEMENT WITH THE SHOW<br />
  35. 35. PARTICIPATION IN THE SHOW<br />
  36. 36. INTERACTIVEPRODUCTION<br />
  37. 37. TRANSACTIONS DRIVEN BY THE SHOW<br />
  38. 38. NO IMPACT ON COMMISSIONING?<br />All successes are TV successes<br />All failures are TV failures<br />Interactivity and engagement can’t save a show<br />No show has ever been re-commissioned on the basis of its interactive success* <br />Why?<br />*yet<br />
  39. 39. NUMBERS<br />Financial value of marginal TV viewers are currently greater than those of online users<br />10% conversion of 2.5m to online (£Million Drop) = success<br />30% conversion of 1.1m in same slot = an interesting failure<br />TV Value chain (producers, broadcasters, advertisers) can monetise their core business viewers better than their digital users*<br />*at the moment<br />
  40. 40. DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?<br />
  41. 41. DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?<br />
  42. 42. DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?<br />
  43. 43. DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?<br />Television is an entertainment medium; TV shows are events. Interaction is <br />Hugely spiky<br />Short lived<br />Brand/show driven<br />Support calls to action<br />
  44. 44. DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?<br />The online world is communications driven. Sites and apps are services. Interaction is <br />sustained<br />repetitive<br />needs focussed <br />easier to cross sell<br />Support behaviour change<br />
  45. 45. LIMITS OF MULTIPLATFORM<br />
  46. 46. TV commissioning will really have changed when we see:<br />Entertainment shows with interactivity at the core<br />Factual Programmes commissioned to to support transactional services, whether of data or cash, not the otherway around<br />True transmedia narrative experiences<br />CHANGING COMMISSIONING?<br />
  47. 47. TRANSMEDIA STORYTELLING?<br />
  48. 48. FACTUAL PROGRAMMING from Content to Service<br />
  49. 49. INTERACTIVE/TRANSACTIONAL GAME SHOWS?<br />

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