3. The Challenge: A growing competitive landscape ITV Traditional broadcasters C4 C5 BBC HBO Living Sky
4. The Challenge: A growing competitive landscape ITV Traditional broadcasters C4 C5 BBC HBO Living Sky Non –traditional channels YouTube Joost Video on Demand Mobile operators Google All Web users All Web users
5. And as we enter a new era of user-generated platforms, everyone is a potential competitor All Web users
6. The Challenge: TV content increasingly consumed on screens that are not TV screens
7.
8. The Challenge: TV content increasingly being taken out of its traditional environment
12. We can define these audiences by the depth of interaction they are prepared to engage in Read, watch, pass on Adopting content and spreading it Enthusiastic Supporters Fan Promoters Creating content of their own Pioneer Fanatics Look but don’t touch Passive Viewers
13. And the minority have the greatest influence online PASSIVE VIEWERS ENTHUSIASTIC SUPPORTERS FAN PROMOTERS PIONEER FANATICS INFLUENCE ONLINE
14. For example Jupiter Research 2005 “Consumer Created Content” Create two thirds of the posts 90,000 users 30 people
17. People trust advice from friends Base: European online consumers “ I Trust” 48% of US 12 – 25 year olds claim to learn about new TV shows via online social networks and blogs
30. Summary: Engage and Reward key online audiences By targeting Pioneer Fanatics and Fan Promoters we engage interest in ITV properties across the web Empowered to recommend (blog, comment, post, Digg, email, wiki, create etc etc) to others Enthusiastic Supporters and Passive Viewers All groups rewarded via: - Exclusive content, tools, apps etc - High quality, on demand content via itv.com
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