Making TV a Two-Way Street Schreiber, edited by Calder Jude Santos
Introduction <ul><li>TV  </li></ul><ul><ul><li>The most effective mass-market marketing vehicle </li></ul></ul><ul><li>Mar...
History of TV and Viewer Engagement <ul><li>The Beginning </li></ul><ul><ul><li>In the 1950’s, TV was purely one-way </li>...
History of TV and Viewer Engagement <ul><li>Evolution of Cable TV </li></ul><ul><ul><li>Introduction of set-top box </li><...
Interactive TV <ul><li>Microsoft’s WebTV </li></ul><ul><ul><li>Internet and TV at the same time </li></ul></ul><ul><ul><li...
Interactive TV <ul><li>Interaction </li></ul><ul><ul><li>Any immediate action a viewer takes after being directed by somet...
 
Benefits of Interactive TV  <ul><li>Benefits to Programmers </li></ul><ul><ul><li>The more engaged, the better the ratings...
Benefits of Interactive TV <ul><li>Benefits to advertisers </li></ul><ul><ul><li>Sponsored applications </li></ul></ul><ul...
<ul><li>Click me. </li></ul>
Questions <ul><li>What are the limitations of interactive TV? </li></ul><ul><li>If it’s so GREAT, then why is it not wides...
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Lecture I gave to a New Media Grad Class dealing with Interactive TV and how advertisers can use the technology

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Lecture given on new media, dealing with digital TV and how advertisers can take advantage of the technology

Lecture given on 11/4/2008

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  • Top chef – one screen Golden Globes – two screen American Idol – three screen Deal or no deal – multi screen Iphone – blended screen
  • All one-screen interactivity models
  • Lecture I gave to a New Media Grad Class dealing with Interactive TV and how advertisers can use the technology

    1. 1. Making TV a Two-Way Street Schreiber, edited by Calder Jude Santos
    2. 2. Introduction <ul><li>TV </li></ul><ul><ul><li>The most effective mass-market marketing vehicle </li></ul></ul><ul><li>Marketing </li></ul><ul><ul><li>Constantly changing with the advancement of technology </li></ul></ul><ul><li>The Internet </li></ul><ul><ul><li>More interaction with brands </li></ul></ul><ul><ul><li>Engagement </li></ul></ul><ul><li>Can the same interaction model of the internet be applied to TV? </li></ul>
    3. 3. History of TV and Viewer Engagement <ul><li>The Beginning </li></ul><ul><ul><li>In the 1950’s, TV was purely one-way </li></ul></ul><ul><ul><li>Only had three channels </li></ul></ul><ul><ul><li>Quickly became the main mass market vehicle for marketers </li></ul></ul><ul><li>Cable TV </li></ul><ul><ul><li>More channels surfaced </li></ul></ul><ul><ul><li>Offered niche markets for marketers </li></ul></ul>
    4. 4. History of TV and Viewer Engagement <ul><li>Evolution of Cable TV </li></ul><ul><ul><li>Introduction of set-top box </li></ul></ul><ul><ul><li>The cable company has control over content, services, ads to the individual </li></ul></ul><ul><ul><li>Hyper customization, can advertise to any area, down to the zip-code </li></ul></ul><ul><li>The Internet </li></ul><ul><ul><li>Unlimited number of choices for niche markets </li></ul></ul><ul><ul><li>Broadband video becoming dominant </li></ul></ul><ul><ul><li>High in interactivity and engagement </li></ul></ul>
    5. 5. Interactive TV <ul><li>Microsoft’s WebTV </li></ul><ul><ul><li>Internet and TV at the same time </li></ul></ul><ul><ul><li>Great idea! But FAIL. </li></ul></ul><ul><li>TiVo </li></ul><ul><ul><li>Lets you record shows on the hard drive </li></ul></ul><ul><ul><li>Faltered on the same issues as WebTV </li></ul></ul><ul><ul><ul><li>Led to the generic DVR’s from cable companies </li></ul></ul></ul>
    6. 6. Interactive TV <ul><li>Interaction </li></ul><ul><ul><li>Any immediate action a viewer takes after being directed by something in a TV broadcast </li></ul></ul><ul><li>Interactive TV models </li></ul><ul><ul><li>One-screen </li></ul></ul><ul><ul><li>Two-screen </li></ul></ul><ul><ul><li>Three-screen </li></ul></ul><ul><ul><li>Multiscreen </li></ul></ul><ul><ul><li>Blended Screen </li></ul></ul>
    7. 8. Benefits of Interactive TV <ul><li>Benefits to Programmers </li></ul><ul><ul><li>The more engaged, the better the ratings </li></ul></ul><ul><ul><li>Richer experience </li></ul></ul><ul><ul><li>Differentiation </li></ul></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><li>Stickiness </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Personalization/Customization </li></ul></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Commercial Opportunities </li></ul></ul>
    8. 9. Benefits of Interactive TV <ul><li>Benefits to advertisers </li></ul><ul><ul><li>Sponsored applications </li></ul></ul><ul><ul><li>One-way overlays </li></ul></ul><ul><ul><li>Requests for Information </li></ul></ul><ul><ul><li>VOD showcase </li></ul></ul><ul><ul><li>Telescoping </li></ul></ul><ul><ul><li>Bookmarking </li></ul></ul><ul><ul><li>Customized Ad selection </li></ul></ul><ul><ul><li>Direct Purchase </li></ul></ul>
    9. 10. <ul><li>Click me. </li></ul>
    10. 11. Questions <ul><li>What are the limitations of interactive TV? </li></ul><ul><li>If it’s so GREAT, then why is it not widespread? </li></ul>

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