iTV

1
General Session
iTV Its Here! Ben Mendelson, Pres. ITV
Alliance
2
What is iTV?

• for the viewer
• Its about the thumb.
• Its about new things you can do with the remote
  control.
• for the advertiser
• Its about a new relationship with the viewer.
• New Tools. New Value. New Opportunity.

3
Alphabet Soup

• VOD (video on demand)
• IPG (interactive program guide)
• DVR (digital video recorder)
• eTV (enhanced Television)
• xTV (extended Television)
• Home-entertainment gateway

4
iTV is here. TODAY

• Over 30M homes have digital set top boxes (DSTB).
  All have IPGs. Many have eTV.
• Over 40M homes regularly use a computer or cell
  phone while watching TV.
• Over 10M homes have digital cable. This will
  double in 2004. And double again in 2005.
• Over 60 of the UK is iTV-enabled. The rest of
  Europe and parts of Asia are close behind.
• Over 100 companies have joined together to form
  the iTV Alliance.

5
ITV advertising is here. TODAY

• ITV turns TV ads from passive, impression-based
  Branding into targetable, trackable Direct
  Marketing
• Kraft, PG, GM, etc. have been deploying
  successful iTV campaigns. Not testing, not
  trials, not prototypes.
• You dont need 20M homes to be effective. 10,000
  relationships are more valuable than 1million
  eyeballs.

6
ITV is an opportunity. Not a problem.

• An opportunity to find receptive, opt-in, niche
  audiences
• An opportunity to track the effectiveness of a
  campaign
• An opportunity to build and reinforce consumer
  relationships

7
General Session
iTV Its Here! Marty Yudkovitz, Pres. Tom
Hagopian, GM TiVo Open TV Adam
Gerber, SVP Karin Goss, SVP MediaVest
WW GM MediaWorks