Extracto de la ponencia que hice en la asociación europea de operadores de transmisión de televisión en 2011 donde expuse el modelo que habíamos pensado para el mercado español. Si no recuerdo mal fué el último intento después de que las televisiones españolas abandonaran el proyecto pues estaban fusionandose.

1. Non linear TV.
Our approach to the advertising opportunity.
Presentation to Broadcast Networks Europe
Barcelona, 16th May 2011

2. TDTcom is the Spanish industry joint solution for the connected TV.
Internet
Catch up TV
Sincro-VoD
Metadata
Info
Live TV
Lineal TV
EPG
Eventss
Broadband
A common platform to distribute non-linear DTV channels to share costs, maximize the technical
and commercial performance, and complementary to strategies already in place by TV channels in the
internet.
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3. By defining the remote control functionalities we will keep
the consumer attached to the television channel.
• Connected TVs have buttons that
open new windows out of broadcaster’s
control with the risk of leakage of audiences
•Our hybrid model is based
on the colored buttons that would
launch applications controlled
by the TV channel. The experience of the colored
buttons is well known by the user.
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Start the interactive services of each
broadcaster with its VoD offering and
interactive contents. TDTcom acts as a
"white label" services for the tv channel.
Search for content hosted on TDTcom.
Limits broadband zapping to a controlled
environment and blocks Google.

4. Value proposition
TDTcom would be a platform to deploy services, not a managed service. Would not
negotiate content, not sell advertising or marketing in any way that might compete with
the broadcaster.
Would be “a neutral hub“, a place where contents and audiences will be aggregated to
facilitate that channels sell their own ad spaces thus monetization by:
1. Effect of audience aggregation. It generates an increase in traffic, a new ad inventoryand relevant
2. An consumers information qualified for the exploitation of advertising (behavioral targeting)
3. Advanced advertising tools. Inventory management and marketing mechanisms to maximize CPM.
4. Payment systems for premium contents. It generates the necessary credibility to encourage the
purchase of online content.
TDTcom is a technological platform
controlled by broadcasters,
to facilitate managing and distribution of non-
linear content .
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5. A set of technological and management solutions.
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Content management systems
Catch-up/VoD/Live + Buscador
RFQ en proceso
Ad insertion management
Adserving, profiling, behavioural, formats.
Payments systems
Aprovechar TDT Premium
Aplicación cliente
Web / HbbTV
Backoffice Connected device
Spec for OEMs
TDT Premium
Streaming contents and advertising.
Preroll
break
Postroll
break
Midroll
break
Midroll
break
TDTcom defines the characteristics of the terminal / client application, will manage the
content and metadata repository, will add layers that allow services to be monetized
through advertising and payments..
A common technology
platform reduces
operational costs and
enabling distribution to
introduce technological
innovations more quickly

6. Advertising Technologies overview
Perfiles de
Campaña
Planning Tool
Ad server
Gestión conjunta del inventario.
Agencias
Consumo
contenidos
Perfiles
publicitarios
Histórico de
campañas
Re-targeting Optimizador
Anunciante
Usuarios
registrados
• Tracks use and set
profiles of anonymised users
to generate database
granular profiles
• Clusters of profiles suitable
for advertising porpouse.
• Dataminig to exploit relevant
profiles for agencies and
advertisers.
• Planning tools, campaign
optimization and targeting .
Content owner defines
business rules.
AdServer serves the
most appropriate ad to
the user depending on
profile.
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7. Warranties the value of the inventrory as well as maximize
commercialization oportunities
Antena 3
•Contenidos
Antena 3
•Antena 3
advertising
comercializa
publi sobre
sus
contenidos
en TDTcom
La Sexta
•Contenidos
La Sexta
•PubliSeis
comercializa
publi sobre
sus
contenidos
en TDTcom
Cuatro
•Contenidos
Cuatro
•Publiespaña
comercializa
publi sobre
sus
contenidos
en TDTcom
Telecinco
•Contenidos
Telecinco
•Grupo
Publiespaña
comercializa
publi sobre
sus
contenidos
en TDTcom
Subsidiary sales houses’ will sell ads not segmented by content.
A joint inventory management would allow different commercialization:
Television’s sales-house can commercialize premium inventory
using common segmentation tools to ensure high value of the offer.
Subsidiary sales house sells the "secondary“ inventory with demographic and
attitudinal segmentation without content segmentation and a value well below the main inventory.
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