Transition of broadcast to interactive

Andrew ChittyIllumina Digital

1953

1994

+ 2.1mviewers = x 3

THE NET

1995

+ 1.1mviewers = x 650

2011

+ + 10.5mviewers = x

3,184,127

ENGAGEMENT WITH THE SHOW

ENGAGEMENT WITH THE SHOW extend the experience

ENGAGEMENT WITH THE SHOW extend the experience extend the content

ENGAGEMENT WITH THE SHOW extend the experience extend the content make it social

ENGAGEMENT WITH THE SHOW extend the experience extend the content make it social create campaigns

PARTICIPATION IN THE SHOW

PARTICIPATION IN THE SHOW interactive elements

PARTICIPATION IN THE SHOW interactive elements play along

PARTICIPATION IN THE SHOW interactive elements play along competitions

PARTICIPATION IN THE SHOW interactive elements play along competitions gamification

INTERACTIVE PRODUCTION

INTERACTIVE PRODUCTIONusing online/mobile platforms for

INTERACTIVE PRODUCTIONusing online/mobile platforms for

recruitment

INTERACTIVE PRODUCTIONusing online/mobile platforms for

recruitment contributions

TRANSACTIONS DRIVEN BY THE SHOW

TRANSACTIONS DRIVEN BY THE SHOW commercial

TRANSACTIONS DRIVEN BY THE SHOW commercial data

TRANSACTIONS DRIVEN BY THE SHOW commercial data direct from show or brand extensions/licenses

DIGITAL DISTRIBUTION OF THE SHOW

DIGITAL DISTRIBUTION OF THE SHOW4od, ITVplayer, iPlayer, YouTube

DIGITAL DISTRIBUTION OF THE SHOW4od, ITVplayer, iPlayer, YouTube iTunes

DIGITAL DISTRIBUTION OF THE SHOW4od, ITVplayer, iPlayer, YouTube iTunes Facebook

DIGITAL DISTRIBUTION OF THE SHOW4od, ITVplayer, iPlayer, YouTube iTunes Facebook Consoles

ENGAGEMENT WITH THE SHOW

PARTICIPATION IN THE SHOW

INTERACTIVE PRODUCTION

TRANSACTIONS DRIVEN BY THE SHOW

• 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

NO IMPACT ON COMMISSIONING?

• 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

NUMBERS

DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?

DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?

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

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

DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?

LIMITS OF MULTIPLATFORM

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?

TRANSMEDIA STORYTELLING?

FACTUAL PROGRAMMING from Content to Service

INTERACTIVE/TRANSACTIONAL GAME SHOWS?