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Media Intelligence : 2008 Intelligence
Beyond the 30-second spot Raoul Bedford, Director of Marketing, Sony Computer Entertainment explains why information and entertainment tell the story for Sony. How does Subscription TV fi t into the Sony Computer Entertainment (SCE) communication strategy? It features very strongly in our above-the-line communications and primarily we use it to reach a particular demographic. Through STV we are able to very accurately target specific demographics. Can you tell us about a recent campaign that drewon the strengths of STV? We have done a variety of more creative communication through STV. The Playstation brand likes to be at the forefront of new communication techniques and the evolvement of STV allowed us to take advantage of one of the trends that has been identifi ed in the industry – people seeking out information. With the Sony Playstation 3 (PS3) we have a loyal fan base as part of our potential market, and then we have a group of people we ?Through STV we are able to very accurately target specific demograpics.? – Raoul Bedford, Director of Marketing, Sony Computer Entertainment broadly call “Entertainment Enthusiasts”and the two markets have a lot in common. An Entertainment Enthusiast is likely to subscribe to Foxtel IQ, they are likely to have HDTV and are likely to seek out new technology. They are actively looking for information about this technology and so what we did was provide it in an entertaining way. Not advertorial and not hard sell ads, but information that entertains the people looking for it which we provided through IQ On Demand. We call them stories. Two to three minute segments which have very high production values, that not only entertain, but provide the information that this group of people are seeking. This type of communication isn’t necessarily targeted at driving sales, but about entertaining and providing people content that they want. It isn’t like an interruptive commercial. The new technology behind STV allowed us to provide this content which is not easy to provide via other media to a broad market. It’s also not that easy to target to people who want it, and we are able to do that through STV. Are you satisfi ed with the information and research that is being provided to measure your ROI? There doesn’t seem to be the degree of information available about STV as there is for FreeTV, but as STV evolves and takes a bigger part of the viewing habits of the average Australian, I am sure that the organisations that measure will be focusing some of their eff orts towards this area. What will we be seeing next from SCE? We will continue to take advantage of this channel, and we are always looking at ways to innovate but for us, the premise behind PS3 is “Entertainment Like You Have Never Seen Before”and for the Sony company, that is all about High Definition. We will be broadly using the channels that are emphasising HDTV, and we knowthat FreeTV is making big inroads into that, but Foxtel are also beginning work in that area. 2008 ? MEDIA Trends + Strategy 79