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Digital Update Digital Television Increased
Audience Satisfaction
Richard Doherty, Director The Envisioneering
Group October 13, 1999 rdoherty_at_envisioneering.
net
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What is The Envisioneering Group?

• Largest independent DTV contract test lab
• Focus on early adopter, early majority 11
  research
• Assist clients to transition interactive DTV
  technologies to market

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Digital TV Update Trends

• Broadcast Audiences increasingly distracted
• Internet fractional eyeballs highly overrated,
  overcounted
• Digital Television comes to the rescue!

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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

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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

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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!?!

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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

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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...

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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

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Internet Audience Addressability Is Forever
Changing Television!
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Digitally enhanced TV metadata streams support
full credit for signal carriage, viewership,
purchase intent, consumer sale
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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
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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

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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

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Digitally Enhanced TV
Enhanced Television Programming
IP, ATVEF, HTML, MHP, Flash, MP3
Open Source OS, Browser
DVB or Open Cable
ATSC
Popular CPU Enhanced
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Digitally Enhanced TV
Enhanced Television Programming
(Your html Message Here)
Open Source OS, Browser
DVB or Open Cable
ATSC
Popular CPU Enhanced
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Digitally Enhanced TV
Enhanced Television Programming
(Your html Message Here)
Linux OS, Mozilla Browser
DVB or Open Cable
ATSC
Popular CPU Enhanced
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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

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

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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!

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Thank you!

• Questions?
• Rdoherty_at_envisioneering.net