Hr 17 11 09 Template Mb 2.4

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intro to idtv in Belgium Hugues Rey UBA 17 11 09

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Hr 17 11 09 Template Mb 2.4

  1. 1. UBA – 17th November 2009 An Introduction to The Interactive Digital TV Overview in Belgium Hugues Rey - MediaBrands
  2. 2. IDTV - Interactive <> Digital • Interactive television represents a continuum from: - low interactivity (TV on/off, volume, changing channels) - to moderate interactivity (simple movies on demand without player controls) - and high interactivity in which, for example, an audience member affects the program being watched. • Digital television (DTV) - is the sending and receiving of moving images and sound by discrete (digital) signals, in contrast to the analog signals used by analog TV.
  3. 3. Agenda Digital & Interactive Advertising Opportunities Near Futures Challenges
  4. 4. Digital & Interactive Advertising Opportunities Near Futures Challenges
  5. 5. 48% of the Belgian 15-64 years old Telenet market share: 57 % (Source: Digiscan 2009) 48 51 1 31 57 7 1 0 2 3 Q 17 Heeft u een abonnement op digitale televisie? Q18 Welke is uw operator ?
  6. 6. IDTV Affinity in the North 70 75 80 85 90 95 100 105 110 115 120
  7. 7. Interactivity – Ever done, Interested, Non Interested (Source: Digiscan) 15 22 28 31 46 54 61 69 87 17 25 26 21 25 21 26 16 5 67 53 46 48 28 25 13 14 7 Preview TV Programs ($) Participate to Contest / Voting (Red… Surf optimized TV website Shift TV-Review ($) Video on demand ($) Search for extra info Shift TV-Review (free) TV / Films via Personal Video Recorder… Electronic Program Guide Yes Not Yet No Interested
  8. 8. Useful Details Interview JC de Keyser - 13/03/2008 – Le Soir Digital TV is not automatically equal to Interactivity • "VOO et Be TV, par exemple, ne proposent aucune interactivité. La véritable interactivité, , n'existe que chez Belgacom TV et Telenet, lesquels rassemblent actuellement 696 000 foyers". VoD is the first interactive TV « killer app » • en 2007, "35 à 36 pc" des abonnés ont consommé (et donc payé !) une moyenne de "3 à 4" programmes à la demande par mois, alors qu'on en était qu'"entre 20 à 25 pc" de consommation épisodique en 2006.
  9. 9. Digital & Interactive Advertising Opportunities Near Futures Challenges
  10. 10. A few example …
  11. 11. Red Button: 18 % of Trial (Base: IDTVer ’s) 6 10 11 14 14 18 20 Request for Sampling / Coupons Subsribe to a newsletter Request for brochure Looking for other products after seeing Spots Looking for dealers / shops Extra Info Request after seeing Spots (Red Button) Looking for e-mail / Adress
  12. 12. Digital & Interactive Advertising Opportunities Near Futures Challenges
  13. 13. Convergence of devices
  14. 14. BBC iPlayer Reaches 75 Million Downloads, Video On Demand Service Still Growing
  15. 15. CONFIDENTIAL 1
  16. 16. “Media” experience are increasingly defined less by the platform and more by the community http://www.flickr.com/photos/hankins/ Is It Still TV ?
  17. 17. Measurement Challenge is Partially Faced ! Digital = Mass Media Fragmentation Smart PeopleMeter Interactivity = Unique Actions LogFiles Like Solution ? « Petite Audimétrie » Sound Matching RIA ?
  18. 18. As a conclusion… Next Steps in Interactivity ?
  19. 19. + 32 / 496 26 06 88 Messenger: hugues@live Mail: hugues.rey@mediabrands.be Blog: www.rey.be Twitter: huguesrey Skype: Yugsxiii Second Life: Yugs Bournemouth Linkedin: http://www.linkedin.com/in/huguesrey Thanks for Listening … Let’s Talk ;-)

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