rhys mclachalan - future of tv presentation
DESCRIPTION
Rhys McLachlan – Managing Partner, Futures and Implementation, MediaCom UKKiwi-born Rhys probably has the most envied role in MediaCom, he gets all the latest gadgets, he’s allowed to pontificate about all sorts of flying car nonsense and, most annoyingly, he’s somehow managed to convince the bosses that a critical element of his role entails annual flights to Las Vegas in order to attend the legendary Consumer Electronic Show. Rhys will give us his views on the opportunities, behaviours and challenges for clients as the pace of change in TV accelerates.TRANSCRIPT
TV3.0
Observations on the new Video landscape
Agenda
1
2
3
4
An accelerating pace of change
Opportunities for Advertisers
Barriers to Participation
The Behavioural Challenge
Plus ca change…
28:15+2:04
Developments in TV Technology
1930 1940 1950 1960 1970 1980 1990 2000 2012
YouTube movie service
BBC launches B&W, 405-line,VHS
broadcast
UK's first cable services
TV licence introduced
Regional TV commences
First cross-channel
broadcast
Independent Television Authority
(ITA)
Commercial television (ITV)
Apollo 11 moon landing broadcasts
on BBC and ITV
First Colour broadcast in PAL format
625 line UHF
First transatlantic satellite broadcast
First videotape broadcast by BBC
(VERA)
TV households exceed radio-only
households
Subtitle broadcast
VCR
Teletext services
Colour sets outnumber B&W sets
Closure of OnDigital
BSkyB's first PPV event
BSB launches a 5-channel satellite
service
ITV NICAM digital stereo sound transmissions
Analogue satellite services by Sky Television - PPV
VHF transmissions cease
BARB
Channel 4 Interactive TV news service
Timeshifting - Sky+ launches
BSkyB ceases analogue satellite
service
Terrestrial digital television service -
OnDigital
Digital Satellite - BSkyB launches
SkyDigital
Channel 5
DVD players
Digital Cable
services
IPTV
PVR (TiVo)
Freeview
Ofcom
YouTube
Sky streams news live into mobile
phones
LOVEFiLM
HD
BT Vision IPTV
Sky Anytime+
ITV Player
HD DVD
Virgin Media closes the last analogue cable areas
Android Phone
First analogue switch-off
4OD
Blu-ray
Virgin Media
BBC iPlayer
Freesat
Virgin launches Ultrafast Broadband
iPhoneSky 3D TV
Connected TV
iPad
Mobile TV Apps
Virgin - first online rental movie
services
Virgin Mobile Media Player
Virgin TiVo box
LOVEFiLM StreamingLOVEFiLM Streaming
Android tablets
Amazon acquires LOVEFiLM
Product Placement
YouView
Sky Atlantic
Sky Anytime+
1.5GB Ultrafast
broadband
Google TV
Analogue TV switch-off
TV via games consoles
TV innovations in 2010
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
3D TVs launched at
the CES show
Sky broadcast first football match in 3D
iPlayer on Freesat
Connected TVs
iPad
Million Pound Drop on C4 – Start of
simultaneous play innovation
Sky AdSmart on Sky Player
Apple TV v2
PS3 3D firmware update
iPhone 4
Ofcom relaxes product
placement rules
Sky 3Din home
Virgin TiVo box beta
Samsung Galaxy
Tab
Xbox Kinect Sky Player app
ITV Player and 4oD on PS3
The Future of TV (abridged)
47,000,000Web enabled TV’s sold in Europe 2010 - 2014
The Future of TV has already been enabled
New technology = new opportunities
AudienceSegmentation
Hyperlocal Targeting
Alignment of disparate media types
Message Management
TV - targeted on your terms
600 Fields of information
How local do you want to go?
A common delivery platform allowing for better message alignment
35% by 2013
Managing your message delivery
…in a little more detail
Three challenges to innovation and participation
Auditing &
Procurement
Fit for
purpose
formats
A narrative
for your
customers
1. What does good look like?
2. Do your ads work everywhere?
Does what work here… also work here… and here?
3. Can you deliver a cohesive, relevant narrative?
968 COPY VARIANTS
Participation in the new Video Economy requires Behavioural Confidence
be BOLD
be Video Neutral
be Flexible
In conclusion
We are entering an era of unprecedented
technological change in TV, enabling new and
innovative opportunities for advertisers
Our definition of what constitutes ‘TV’ will change dramatically
Opportunities to get involved now. But
requires reconsideration of ‘how things are done’