Media Dialogues Forum Dublin

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Media Dialogues Forum - Dublin

• Andy Barnes
• 25 October 2007

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TV Is Unique
MOVES
SIGHT
PERSUADES
SOUND
INFORMS
LAUNCHES
COLOUR
REPOSITIONS
MOTION
CHANGES BEHAVIOUR
ACTION
STIMULATES
3
of Adult population who never-

Source TGI 2007 Q2
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Some things dont change 3.7 hours a day of
Broadcast TV2.24 hours of commercial TV - 14
mins more than 1997
Source BARB/Infosys/IPA
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Many DTR owners watch more TV
Evidence from BARB, ACB/LBS Skyview all paint
the same picture Sky homes watch 20 mins more
TV per day They watch 21 more commercial TV than
non-Sky homes Most viewing is still live (85)
in DTR homes Most time-shifting programmes
watched on same day as recording 42 of
time-shifted breaks viewed at normal speed DTRs
increase commercial impacts by 5!
Source BARB, Sky, ACB, LBS
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Sensational TV value now available
Adults Real CPT (1985 100)
Year Base 100 1985
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Is The 30 Spot Alive And Kicking?

• YES

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TV in 2007
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C4 Strategy

• Invest as much as possible in C4.
• Develop a clear multi-channel strategy.
• Provide C4 content wherever and whenever
  consumers want to consume it.

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Underpinning C4 2007
Grand Designs
GORDON
SHAMELESS
BIG BROTHER
Desperate Housewives
UGLY BETTER
The Simpsons
YAWYE
The IT Crowd
JAMIE
DIANA
Great Global Warming Scandal
SCANDAL
Location Location
Star Stories
Smallest People in the World
10 Years Younger
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C4 Multi-channel StrategyThe Results
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Where Are C4s Impacts Delivered?
Source BARB Audience 16-34s
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Ireland Is Different

• Circa 50 of homes already have 200 channels

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Freeview Worked In The UK Because-

• It wasnt Sky
• It provided good, free, extra channels
• The boxes were/are cheap
• Allowed pay TV if required
• Enables analogue TVs to remain functional
• It was marketed very well and very heavily by all
  the terrestrial players

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In A Multi-channel World

• Power of EPG
• Channels act as programme guides/indicators
• The communication divide is driven by both state
  of mind and finances

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Has Freeview Worked?

• YES

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Benefits Of Freeview To The Viewer

• CHOICE
• ITS FREE
• You can now top up with pay no confusion
• Can enable analogue sets

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Benefits Of Freeview To The Client

• Cheaper
• Less Wastage
• No loss of Coverage and Frequency
• BUT
• Loss of the magic dust?
• AND
• Rising price of specials

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Benefits Of Freeview To The Broadcaster

• Its a better option than digital cable or
  satellite!
• Use current position to secure as much space as
  possible.

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Is Digital TV Measurable?

• YES
• BUT
• Only In Home

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The Future

• Banners
• MPUs
• VOD
• IPTV
• Mobile
• Interactive
• Different Ad Break Opportunities

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The 64,000,000 Question

• How do you monetise the new opportunities?

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So, whats going to happen in the future?

• No one knows!
• the questions, let alone the answers

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A Final Thought

• Mass simultaneous communication was a function of
  an era of limited media supply
• In the future real water cooler moments will be
  much rarer and more expensive
• Product knowledge will be more confined to those
  we assume the target to be at what cost?