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Digital Update Digital Television = Increased Audience Satisfaction

Digital Update Digital Television = Increased Audience Satisfaction. Richard Doherty, Director The Envisioneering Group October 13, 1999 rdoherty@envisioneering.net. What is The Envisioneering Group ?. Largest independent DTV contract test lab

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Digital Update Digital Television = Increased Audience Satisfaction

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  1. Digital Update Digital Television = Increased Audience Satisfaction Richard Doherty, Director The Envisioneering Group October 13, 1999 rdoherty@envisioneering.net

  2. 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

  3. Digital TV Update Trends • Broadcast Audiences increasingly distracted • Internet fractional eyeballs highly overrated, overcounted • Digital Television comes to the rescue!

  4. 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

  5. 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

  6. 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!?!

  7. 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

  8. 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...

  9. 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”

  10. Internet Audience Addressability Is Forever Changing Television!

  11. Digitally enhanced TV metadata streams support full credit for signal carriage, viewership, purchase intent, consumer sale

  12. e-Commerce Television Individual Preferences Targeted Ad Local Weather Personal Ticker The Digitally-Enhanced TV of Tomorrow My Favorites TV Tonight News Finance Sports More Info Geneva FT 100 6199.4 CAC 40 4721.93 DAX 30

  13. 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

  14. 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

  15. Digitally Enhanced TV Enhanced Television Programming IP, ATVEF, HTML, MHP, Flash, MP3 Open Source OS, Browser ATSC DVB or Open Cable Popular CPU Enhanced

  16. Digitally Enhanced TV Enhanced Television Programming (Your html Message Here) Open Source OS, Browser ATSC DVB or Open Cable Popular CPU Enhanced

  17. Digitally Enhanced TV Enhanced Television Programming (Your html Message Here) Linux OS, Mozilla Browser ATSC DVB or Open Cable Popular CPU Enhanced

  18. Digital TelevisionThe 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

  19. ABC Multiplex: WTNH-DT Data Slate Network Feed 24 hr News/Weather

  20. 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

  21. 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!

  22. Thank you! • Questions? • Rdoherty@envisioneering.net

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