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Media Intelligence : 2008 Intelligence
subscription TV ASTRA – The show has just started A targeted audience is the key in an increasingly fragmented market says Ian Garland, CommercialDirector, ASTRA. How have you been able to evaluate the impact of PVR technology on advertising? The fi rst thing is that while there are some ads that will be skipped, IQ and PVR are ad friendly in as much that at least you have a visual impact. The second thing is that it brings to light a whole new form of advertising that has just not been possible previously. Last year, Sony Playstation launched on the Foxtel digital platform with three different extended long form clips, and I think we are starting to see the beginning of the ability to develop advertising models that are about engaging viewers and allow them to become self-selecting. We are demonstrating today that Foxtel off ers the best of the classic audiovisual experience and also the best of target advertising like direct marketing or another niche marketing vehicle, because we are getting people that are interested. Where does Subscription TV (STV) fit in with the trend towards personalisation of media consumption? From an advertisers point of view, you want a vehicle that allows you to be as selective as necessary. As a medium, you want to off er a wide range of experience that viewers and consumers can tailor. We alone have got the best of both worlds because we can off er the accountability of targeting, but at the same time allow the consumption model to move forward from the consumer side by using either IQ, the +2 channels, or even the fact that there are over 100 different choices each night. How is STV reacting to the advent of IPTV and WebTV? I think that YouTube and the various video formats are great, but they are a little TV. We also recognise that TV is not just about 74 MEDIA Trends + Strategy ? 2008 the cinematic experience, but we do knowthat the ability to bring high quality video with good quality sound and no pixelation which does a great amount to render the product from the advertiser, is a key part of what people are paying us for. There is a great truth in TV which is that a programme will fi nd its audience and that, I think, is very 20th century. The challenge in the 21st century is how an audience fi nds its programme. One of the great things about what we do as an industry, is that our business is about connecting with communities of interest, to the extent that if advertisers want to also participate in that community,we can help. What do media buyer/planners need to know about STV in the next 6-12 months? The show has just started. We don’t believe in a fragmented audience,we believe in a targeted audience and that is where the communities of interest come into it. More and more capabilities are about meeting the convenience and needs of the demanding consumer because of IQ, because of +2, because of choice. We have also embarked on the grand adventure of High Defi nition TV. While it is great to hear the commercial channels talking about it, we have a combination of both bandwidth and content that will make the true cinematic experience for those that are interested.