Transcript On-line template - Television Bureau of Advertising :: TVB Online

Digital Update
Digital Television =
Increased Audience
Satisfaction
Richard Doherty, Director
The Envisioneering Group
October 13, 1999
[email protected]
What is The
Envisioneering Group?
Largest
independent DTV
contract test lab
Focus on early adopter,
early majority 1:1 research
Assist clients to transition
interactive DTV
technologies to market
Digital TV Update Trends
Broadcast
Audiences
increasingly distracted
Internet fractional eyeballs
highly overrated,
overcounted
Digital Television comes to
the rescue!
Digital TV Update Trends
Good
News: Network
Broadcasters will reach
50% of US Homes Fall ‘99
Bad News: Digital TV
Tuner audience is smaller
than Levittown, NY
Potential of 250K this year
Digital TV Update Trends
Good
News: Much more
primetime HDTV fare
Bad News: Most primetime
commercials drop to SDTV
Bad News: Full Digital TV
interactivity is years away
Digital TV Update Trends
Good
News: Digitally
enhanced Analog TV is
here, growing
Good News: Standards
slowly maturing over hype
Consumers increasingly
want Personalized TV!?!
Digital TV Update Trends
Good
News: Digital TV
households tend to be
advertisers’ dream homes
HDTV makes primetime an
engaging event again
HD families, guests recall
HDTV shows, ads better
Digital TV Update Trends
Good
News: Gen Y viewers
expect, actually anticipate
interactivity
Gen Y spending is an
attractive psychographic
PC, DTV, handheld or
Enhanced TV, they wait...
Digital TV Update Trends
Why?
Events are Live. Few
VCRs, no PVRs (yet...)
HDTV delivers twice the
action, detail of DVD, six
times more than NTSC
HD early adopters 2x likely
to show off their “new toy”
Internet Audience
Addressability Is
Forever Changing
Television!
Digitally enhanced TV
metadata streams
support full credit for
signal carriage,
viewership, purchase
intent, consumer sale
The Digitally-Enhanced
TV of Tomorrow e-Commerce
My Favorites
More Info
Television
Personal Ticker
FT 100 6199.4
News
Individual
Preferences
Targeted Ad
Local Weather
CAC 40 4721.93
TV Tonight
DAX 30
Finance
Sports
Geneva
Enhanced Television
ATVEF-
Advanced Television
Enhancement Forum
Open industry group created
content spec for enhancing
TV using Internet standards
More than 80 licensees, from
all key industry groups
Enhanced Television
WebTV,
Wink, TiVo, TAK, etc.
Scaleable content audits,
recognizes all contributions
Operating today! (NBCi, PBS)
as digitally enhanced analog,
soon as interactive digital
Digitally Enhanced TV
Enhanced Television Programming
IP, ATVEF, HTML, MHP, Flash, MP3
Open Source OS, Browser
Popular CPU
Enhanced
ATSC
DVB or
Open Cable
Digitally Enhanced TV
Enhanced Television Programming
(Your html Message Here)
Open Source OS, Browser
Popular CPU
Enhanced
ATSC
DVB or
Open Cable
Digitally Enhanced TV
Enhanced Television Programming
(Your html Message Here)
Linux OS, Mozilla Browser
Popular CPU
Enhanced
ATSC
DVB or
Open Cable
Digital Television
The Multicast Opportunity
ABC
Network transmits HD,
Multiple SD and Data services
PBS Multiplex supplies children,
seniors, adventure, news and
documentary all at once
Sub $300 PC cards will lead to
sub $200 set tops
ABC Multiplex: WTNH-DT
Data Slate
Network Feed
24 hr News/Weather
Summary
Digital
Television is a journey,
more than a finite destination
The best entertainment & ads
will wed linear programming
with web personalization
Digitally enhanced analog will
provide returns ahead of DTV
Early embracers benefit longest
Calls to Action
Let
broadcasters, Digital TV &
set top makers know your
targeted digital consumer needs
Prepare new psychographic &
demographic models to better
measure new DTV audiences
Prepare to reap the benefits of
highly targeted viewership!
Thank you!
Questions?
 [email protected]