New%20Technology

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Adam Hume Head of Futurology, BBC Broadcast Vice
Chairman and Convenor, Business Models, TVAF
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Agenda .World Markets .Broadcasters .Advertise
rs
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The advertisers best friend
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Buffering(putting the kids to bed)Bookmarking(n
ever miss an episode)Grazing(record now..
Decide later)Stacking (binge on Friends)
PDRs already have their own vocabulary
Archiving (dump to tape)Compressing (miss
the boring bits)Extending (watch the goals
again)Pausing (Phone loo)
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And the explosion in take up is close.. very
close
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JAPAN
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JAPAN
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USA
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VHS/DVD combo
HDTV
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PDR
PC/TV Tuner
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USA
Gartner G2, Jan 2004
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UK
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Storage medium term

• Today, the average size disc in a PC sold in the
  UK is 120GB
• In 2007 it will be 600GB
• You can upgrade a Mk1 TiVo to 130hrs for 200 Euro
• Windows Media Centres have 100 hrs as standard
• iPods store more than most peoples entire CD
  collections
• By 2012 you will be able to record your entire
  life on one disk in audio/56k video
• Molecular computing, biological computing
  (Bacteriorhodopsin), quantum tunnelling, lithium
  niobate holographic memory (2TB per crystal!)

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Broadcasters1. Make content more accessible
push and pull models.2. Help consumer navigate
round your offering.3.Create new programming
propositions.
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Trailer Selection
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Groupings
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Richer details
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Segmentation
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Segmentation/navigation
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Recommendations
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Recommendations
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Genres
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AdvertisersWorking on making advertising
work harder in a PDR new and exciting
advertising models that allow commercials to be
updated, extended and targeted.
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1) Methods of describing which ads(s)/proms(s)
are shown2) Acquisition of alternative content,
before or on demand3) Updating of interstitials,
and other lifetime issues4) Telescoping and
interactive content Other non-technical
issues 1) Who owns the content (including ads)
on the device2) Unrequested capture of content
onto a user-owned device. does it require user
interaction?
Advertising CFC
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As PDRs establish themselves, some facts are
becoming less disputable. Few can now question
that they will find a place in a many households
a relatively safe prediction for the UK seems
to be 40-50 of homes by the end of this
decade. it is simply a matter of time before
significant PDR uptake causes reaction from
clients and agencies.
Tom Johnson, digital futures director at Mediaedge
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Agencies will have to change, simply because
consumers will change and advertising clients
will demand it. And when this change takes place,
there will be a real chance to create world in
which advertising offers clients consistently
relevant, compelling and effective communications
through their PDR. It is the chance to create our
very own primetime.
Tom Johnson, digital futures director at Mediaedge
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• The Biggest opportunities ever presented to the
  Television Advertising Industry are the Pause
  Button and the ability gain truly 1 to 1
  messages.
• With the ability of the consumer to pause the
  show, we can add the concept of depth and
  duration to the basic foundation of TV
  Advertising.
• With the ability to understand consumer behaviour
  in their TV and Radio consumption we can ensure
  that every message they see is relevant
• We just need to learn how to think outside the
  advertising break and learn to take advantage of
  this potential

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The Evolution of the Ad break
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No information (metadata)
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No information (metadata) No Audience
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TV Anytime is not just about TV!
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New Broadcast

• 2005
• DTT-H handsets

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3G Video/WiFi 2004
20Mbps 4G in 2006
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The future
Gateway
PDR
removable media
Networks
PDR
NDR
Gateway
control/content
control
DVD
service providerscontent providers
storage
home of the future