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Media Intelligence : Media Trends+Strategy 2012
For information on your sector go to www.mediabiznet.com.au MEDIA Trends + Strategy MEDIA Trends + Strategy 33 free to air TV Focus on cross platform communication Extending viewing choice How are you integrating the variety of digital offerings into cross-media platform initiatives? Ultimately digital is just another form of channel delivery for all things content and advertising. It complements almost all traditional media and therefore forms a critical part of our media responses to major client briefs. When producing content we now always consider how we extend our media via digital as the second and third screens gain consumer take-up. There is unquestionable evidence that these additional screens are complementing and extending the TV viewers consumption of content. How has technology impacted on the way viewers consume Nine’s programming and advertising? We were once scared of the threat that technology would damage the TV business but as devices emerge and consumers understand how these technologies play a role in their lives, we have come to learn that the word TV really defines the content, and our responsibility is to make that content available at more times of the day and via different delivery methods. From PVRs and time shifted viewing to our new channels providing new and extended viewing choice to online catch-up TV, and now live streaming to mobile, we have fully embraced technology to ours, and ultimately the consumers benefit. What is the “next big thing” to impact on media which could change the nature of the game yet again? IPTV will transform the role of the big screen in the home. What was once a sit back only experience will now become both that and a lean forward, fully interactive and engaged relationship with the screen. But, it is ALL about content, and as the primary commissioners and producers of content in Australia, our job is to continue to innovate and create entertaining programming and ensure it naturally extends across all the various delivery methods we have at our fingertips. Peter Wiltshire Group Sales & Marketing Director Nine Entertainment How are you integrating the variety of digital offerings into cross-media platform initiatives? ABC TV has gone from one channel to four – ABC 1, 2 which is digital, 3 which is digital and for school-aged children and 4 which is our 24 hour news channel. Three years ago we launched iview the internet TV channel, which is a free on demand TV service that allows viewers to watch full-length programs up to two weeks after it has screened. In the past year, we have changed the entire commissioning process. Now all programs come with all cross platform initiatives and budgets – TV, social media, website, apps and iview rights. We have moved to a Channel Controller model, which has a focus on cross- platform distribution. There are four themes that the ABC works to and where digital can add value: Discovery, Access, Engagement and Innovation. We follow these to achieve our fundamental charter of “being the most distinctive, relevant and trusted source of screen content for all Australians on all platforms”. The ABC is public service broadcasting, paid for by the Australian public, so it’s our aim to deliver more access, extend the brands and viewers’ experiences of them and encourage deeper conversations about them. Viewers can access programming through all platforms, and then get involved through streaming, interacting by sending their questions, commenting on Twitter and other social media. Since we launched iview three years ago, it is now available via website, PS3 and connected TV. We are using our social media strategy for promotions and marketing, to build awareness. When people are sharing and talking, it means content is relevant. How has the aBc embraced connected tV and other technology? Access is key, and offering viewers choice. We have worked with the major brands Sony, LG, Samsung and Panasonic and iview comes installed – you don’t need a computer. Most of our content is available now, and we are working on some apps for connected TV. Related to that is iview for iPads. We launched it in December last year and have had nearly 500,000 installations over the past 11 months. We are about to launch a great app for Play School, which is an art maker that lets you use shapes which become animated, then record movement and tell stories on tablet devices. It’s a real opportunity there, because we realise children are adopting tablets as the norm. We are working on new, exciting platforms for iview, including an iPhone version soon and then optimising it for Android devices, which are run by Google. What is the “next big thing” to impact on tV which could change the nature of the game? There are a couple of “next big things”. There’s the intersection of social media and TV. Recently, there were 280 million Facebook users sharing TV preferences. TV is intensely social. So that mesh between social media and personalisation will create effectively “a channel for you”. Another trend is the rise of the mobile and tablet as the “second screen”. Your TV will remain pristine and we will be interactive on our phones and tablets. Multi-tasking is the norm now. In the US, they are working on content recognition, which will work like the free app, Shazam, which works very well for recognising songs on the radio. That’s now happening for TV. So your phone or tablet will receive the audio signal, it will detect a watermark and be able to tell you what series and episode you’re watching. It’s interesting technology because it uses your preferences to then send you related content in various formats. Arul Baskaran Controller Multiplatform ABC TV p32-35_freeToAir.indd 33 30/11/11 7:26:26 PM
MT Resource Guide 2011
MT Resource Guide 2012