The Death of TV?

Steve Weaver, Network Research Director

Death or Liberation?

Image Courtesy of Thinkbox

TV is the most consistent and favoured form of entertainment

over the last 50 years

It is changing!! New delivery technologies

Satellite; cable, digital terrestrial, broadband

New hardware

HD screens, plasma, widescreen pc, ipod, iphone, blackberry

New services

Freeview, TiVo, Iview

TV is now anytime, anywhere

TV = Screens and Content

This gives us the ability to

consume content:

ANY TIME

ANY PLACE

ANY WHERE

But with viewers in control, wont an on-demand tv environment be the

death of TV?

PEOPLE DON’T WANT TO HAVE TO WORK TOO HARD ON THEIR

SELECTIONS!

Despite endless opportunities to be entertained, the vast majority of us still

like to sit on our sofa and reach for the remote

TV is about relaxed entertainment

We still chose the lounge room tv over the PC to watch content

You are now in control of your lounge room tv

VHS used to fill this gap, but now we have an explosion of

choice:

1. PAYTV +2 Channels the whole channel is shifted by 2hrs to allow you to still view what you

want to watch

2. Digital Recording Devices HDD’s, TiVO, IQ replace the VHS allowing you to record and watch when

you want it

3. Online Services ABC IView; NineMSN Catch UP TV; Yahoo7 Catch up TV

Our TV Love affair continues…

• Last year people spent 4hrs 10mins watching TV per day!

• This is a 2% increase on the previous year and 5% higher than 5 years ago

• It takes just 6 weeks for TV to reach 100% of Australians

• 28 Pay channels and 5 FTA channels reported in 2003- now 64 pay channels and 15 FTA channels in 2009

• 3,822m people watched the launch of Underbelly in a single hour. The most popular youtube video in Australia over the last month has pulled only 959k views

Our TV Love affair continues…

• We now are prepared to pay more for a TV than ever

before!

• Virtually all TV Sets sold in Harvey Norman are now HD

capable!

• The average screen size is growing by about an inch per

year!*

• Digital TV Penetration is now well over 50%

* UK Data- Courtesy of Thinkbox

Desire for More

And we continue to want more TV:

BIGGER and BETTER sets, or better picture quality or sound

To CATCH UP with TV we missed

To TREAT ourselves with TV as a form of personal indulgence.

Watching the boxed set of Underbelly in one sitting.

To INTERACT and FIND OUT MORE about the things you love

And ideally some MOBILITY, to take it with you when you go.

Source: Lindsey Clay, Thinkbox

Will TV Advertising Survive?

• Roughly 85% of viewing is still watched ‘live’

• In the UK, recording device owners now watch 6% more ads than before they owned the device

• Those with devices are watching up to 15% more TV!

• Faced with the choice of pay-to-view or ad supported free streaming, we are more over chosing ad supported free streaming

• TV and ‘Search’ (Google) are highly compatible • Huge spikes in search following tv exposure

• Digital TV provides endless cool ways to advertise • Red buttons interactivity

• Extended content via mobile

• Geo-targeted advertising

• Mass personalisation

• Different ads for different screens

– Point of sale retail messages when viewing on your mobile

– Branding campaigns when viewing at home

Image Courtesy of Thinkbox

TV- Death or Liberation?.... Liberation