Illumina Digital's presentation Transition of broadcast to interactive” from Turing Festival August 2011

1. Transition of broadcast to interactive Andrew Chitty Illumina Digital

2. 1953

3. 1994 2.1m viewers = x 3 +

4. 1995 1.1m viewers = x 650 + THE NET

5. 2011 10.5m viewers + = x + 3,184,127

6. ENGAGEMENT WITH THE SHOW

9. extend the content

11. extend the content

12. make it social

16. play along

18. play along

19. competitions

21. INTERACTIVEPRODUCTION using online/mobile platforms for

26. data

30. iTunes

32. iTunes

33. Facebook

35. PARTICIPATION IN THE SHOW

36. INTERACTIVEPRODUCTION

37. TRANSACTIONS DRIVEN BY THE SHOW

38. 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

39. 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

40. DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?

41. DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?

42. DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?

43. 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

44. 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

45. LIMITS OF MULTIPLATFORM

46. 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 CHANGING COMMISSIONING?

47. TRANSMEDIA STORYTELLING?

48. FACTUAL PROGRAMMING from Content to Service

49. INTERACTIVE/TRANSACTIONAL GAME SHOWS?