andrew chitty, illumina digital
DESCRIPTION
Illumina Digital's presentation Transition of broadcast to interactive” from Turing Festival August 2011TRANSCRIPT
Transition of broadcast to interactive
Andrew ChittyIllumina Digital
1953
1994
+ 2.1mviewers = x 3
THE NET
1995
+ 1.1mviewers = x 650
2011
+ + 10.5mviewers = x
3,184,127
ENGAGEMENT WITH THE SHOW
ENGAGEMENT WITH THE SHOW extend the experience
ENGAGEMENT WITH THE SHOW extend the experience extend the content
ENGAGEMENT WITH THE SHOW extend the experience extend the content make it social
ENGAGEMENT WITH THE SHOW extend the experience extend the content make it social create campaigns
PARTICIPATION IN THE SHOW
PARTICIPATION IN THE SHOW interactive elements
PARTICIPATION IN THE SHOW interactive elements play along
PARTICIPATION IN THE SHOW interactive elements play along competitions
PARTICIPATION IN THE SHOW interactive elements play along competitions gamification
INTERACTIVE PRODUCTION
INTERACTIVE PRODUCTIONusing online/mobile platforms for
INTERACTIVE PRODUCTIONusing online/mobile platforms for
recruitment
INTERACTIVE PRODUCTIONusing online/mobile platforms for
recruitment contributions
TRANSACTIONS DRIVEN BY THE SHOW
TRANSACTIONS DRIVEN BY THE SHOW commercial
TRANSACTIONS DRIVEN BY THE SHOW commercial data
TRANSACTIONS DRIVEN BY THE SHOW commercial data direct from show or brand extensions/licenses
DIGITAL DISTRIBUTION OF THE SHOW
DIGITAL DISTRIBUTION OF THE SHOW4od, ITVplayer, iPlayer, YouTube
DIGITAL DISTRIBUTION OF THE SHOW4od, ITVplayer, iPlayer, YouTube iTunes
DIGITAL DISTRIBUTION OF THE SHOW4od, ITVplayer, iPlayer, YouTube iTunes Facebook
DIGITAL DISTRIBUTION OF THE SHOW4od, ITVplayer, iPlayer, YouTube iTunes Facebook Consoles
ENGAGEMENT WITH THE SHOW
PARTICIPATION IN THE SHOW
INTERACTIVE PRODUCTION
TRANSACTIONS DRIVEN BY THE SHOW
• All successes are TV successes• All failures are TV failures• Interactivity and engagement can’t save
a show• No show has ever been re-commissioned
on the basis of its interactive success* • Why?
*yet
NO IMPACT ON COMMISSIONING?
• Financial value of marginal TV viewers are currently greater than those of online users
• 10% conversion of 2.5m to online (£Million Drop) = success
• 30% conversion of 1.1m in same slot = an interesting failure
• TV Value chain (producers, broadcasters, advertisers) can monetise their core business viewers better than their digital users*
*at the moment
NUMBERS
DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
• Television is an entertainment medium; TV shows are events. Interaction is – Hugely spiky– Short lived– Brand/show driven– Support calls to action
DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
• The online world is communications driven. Sites and apps are services. Interaction is – sustained– repetitive– needs focussed – easier to cross sell– Support behaviour change
DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
LIMITS OF MULTIPLATFORM
TV commissioning will really have changed when we see:– Entertainment shows with interactivity at the core– Factual Programmes commissioned to to support
transactional services, whether of data or cash, not the otherway around
– True transmedia narrative experiences
CHANGING COMMISSIONING?
TRANSMEDIA STORYTELLING?
FACTUAL PROGRAMMING from Content to Service
INTERACTIVE/TRANSACTIONAL GAME SHOWS?