digital update digital television = increased audience satisfaction richard doherty, director the...

Digital UpdateDigital UpdateDigital Television = Digital Television = Increased Audience Increased Audience

SatisfactionSatisfactionRichard Doherty, DirectorRichard Doherty, Director

The Envisioneering GroupThe Envisioneering Group

October 13, 1999October 13, 1999

[email protected]@envisioneering.net

What is What is The The Envisioneering GroupEnvisioneering Group??

Largest independent DTV Largest independent DTV contract test labcontract test lab

Focus on early adopter, Focus on early adopter, early majority 1:1 researchearly majority 1:1 research

Assist clients to transition Assist clients to transition interactive DTV interactive DTV technologies to markettechnologies to market

Digital TV Update Digital TV Update TrendsTrends

Broadcast Audiences Broadcast Audiences increasingly distractedincreasingly distracted

Internet fractional Internet fractional eyeballs highly overrated, eyeballs highly overrated, overcountedovercounted

Digital Television comes Digital Television comes to the rescue!to the rescue!


Good News: Network Good News: Network Broadcasters will reach Broadcasters will reach 50% of US Homes Fall ‘9950% of US Homes Fall ‘99

Bad News: Digital TV Bad News: Digital TV Tuner audience is smaller Tuner audience is smaller than Levittown, NYthan Levittown, NY

Potential of 250K this yearPotential of 250K this year


Good News: Much more Good News: Much more primetime HDTV fareprimetime HDTV fare

Bad News: Most Bad News: Most primetime commercials primetime commercials drop to SDTVdrop to SDTV

Bad News: Bad News: Full Full Digital TV Digital TV interactivity is years awayinteractivity is years away


Good News: Digitally Good News: Digitally enhanced Analog TV is enhanced Analog TV is here, growinghere, growing

Good News: Standards Good News: Standards slowly maturing over hypeslowly maturing over hype

Consumers increasingly Consumers increasingly want Personalized TV!?!want Personalized TV!?!


Good News: Digital TV Good News: Digital TV households tend to be households tend to be advertisers’ dream homesadvertisers’ dream homes

HDTV makes primetime an HDTV makes primetime an engaging event againengaging event again

HD families, guests recall HD families, guests recall HDTV shows, ads betterHDTV shows, ads better


Good News: Gen Y viewers Good News: Gen Y viewers expectexpect, actually , actually anticipateanticipate interactivityinteractivity

Gen Y spending is an Gen Y spending is an attractive psychographicattractive psychographic

PC, DTV, handheld or PC, DTV, handheld or Enhanced TV, they wait...Enhanced TV, they wait...


Why? Events are Why? Events are Live. Live. Few Few VCRs, no PVRs (yet...)VCRs, no PVRs (yet...)

HDTV delivers twice the HDTV delivers twice the action, detail of DVD, six action, detail of DVD, six times more than NTSCtimes more than NTSC

HD early adopters 2x likely HD early adopters 2x likely to show off their “new toy”to show off their “new toy”

Internet Audience Internet Audience Addressability Is Addressability Is Forever Changing Forever Changing

Television!Television!

Digitally enhanced TV Digitally enhanced TV metadatametadata streams streams

support full credit for support full credit for signal carriage, signal carriage,

viewership, purchase viewership, purchase intent, consumer saleintent, consumer sale

FT 100 6199.4 CAC 40 4721.93 DAX 30

Geneva

My My FavoritesFavorites

TV Tonight

News

Finance

Sports

More Info

Targeted Ad

e-Commerce

Television

Personal Ticker Local Weather

IndividualPreferences

The Digitally-Enhanced The Digitally-Enhanced TV of TomorrowTV of Tomorrow

Enhanced TelevisionEnhanced Television

ATVEF- Advanced Television ATVEF- Advanced Television Enhancement ForumEnhancement Forum

Open industry group created Open industry group created content spec for enhancing content spec for enhancing TV using Internet standardsTV using Internet standards

More than 80 licensees, from More than 80 licensees, from all key industry groupsall key industry groups

Enhanced TelevisionEnhanced Television

WebTV, Wink, TiVo, TAK, etc.WebTV, Wink, TiVo, TAK, etc.Scaleable content audits, Scaleable content audits,

recognizes all contributions recognizes all contributions Operating today! (NBCi, PBS) Operating today! (NBCi, PBS)

as digitally enhanced analog, as digitally enhanced analog, soon as interactive digitalsoon as interactive digital

Digitally Enhanced TVDigitally Enhanced TV

Popular CPUPopular CPUEnhancedEnhanced

Open Source OS, Browser

IP, ATVEF, HTML, MHP, Flash, MP3

Enhanced Television Programming

DVB orDVB orOpen CableOpen CableATSCATSC



Open Source OS, Browser

(Your html Message Here)





Linux OS, Mozilla Browser

(Your html Message Here)



Digital TelevisionDigital TelevisionThe Multicast OpportunityThe Multicast Opportunity

ABC Network transmits HD, ABC Network transmits HD, Multiple SD and Data servicesMultiple SD and Data services

PBS Multiplex supplies PBS Multiplex supplies children, seniors, adventure, children, seniors, adventure, news and documentary all at news and documentary all at once once

Sub $300 PC cards will lead to Sub $300 PC cards will lead to sub $200 set topssub $200 set tops

ABC Multiplex: WTNH-DT

Network Feed

24 hr News/Weather

Data Slate

SummarySummaryDigital TelevisionDigital Television is a journey, is a journey,

more than a finite destinationmore than a finite destinationThe best entertainment & ads The best entertainment & ads

will wed linear programming with will wed linear programming with web personalizationweb personalization

Digitally enhanced analog will Digitally enhanced analog will provide returns ahead of DTVprovide returns ahead of DTV

Early embracers benefit longestEarly embracers benefit longest

Calls to ActionCalls to ActionLet broadcasters, Digital TV & set Let broadcasters, Digital TV & set

top makers know your targeted top makers know your targeted digital consumer needsdigital consumer needs

Prepare new psychographic & Prepare new psychographic & demographic models to better demographic models to better measure new DTV audiencesmeasure new DTV audiences

Prepare to reap the benefits of Prepare to reap the benefits of highly targeted viewership!highly targeted viewership!

Thank you!Thank you!

Questions?Questions?

[email protected]@envisioneering.net

digital update digital television = increased audience satisfaction richard doherty, director the...

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