MyMedia - TV On The Web
by Nigel Walley - Dec 2008
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The summary output from Wave 12 of Decipher's Future Media Research Programme, the 'My Media' White paper highlights emerging consumer behaviour around TV content and TV ad models on PC On Demand systems. The research was based on the 'My Media' Scenario created in Decipher's Four Futures scenario planning framework..
The Major Findings Were:
1. PC VOD use for full programmes is heavily weighted towards previously light TV users, particularly those in non-pay homes - For these users, ‘functionality and control’ trump ‘depth of content’.
2. In homes with TV VOD (eg Virgin and BT Vision homes) use of PC VOD for full programme viewing is minimal as TV VOD satisfies the requirement – TV VOD trumps PC VOD because it delivers to the main screen in the home.
3 PC VOD in mainstream and PayTV homes is not focussed on watching full programmes. Consumers are getting equal (but different) value out of clips, out-takes and supporting video around TV programmes – PC VOD more often complements and supports broadcast rather than replacing it.
4. For non-programme content, sponsorship appears significantly more effective than pre-roll formats on PC – advertising around most PC video may therefore have to follow web models not TV models.
5. In TV VOD homes, the small amount of PC VOD use for full programmes is more focussed on ‘alternative viewing’ (ie watching something different to what is being viewed on the main set) or ‘timewaste viewing’. –it appears for these users PC VOD is offering a ‘multi-screen alternative’.
6. Viewers in pay TV homes are expecting to get a PC ‘player’ from their pay provider because they expect that it will eventually be clever enough to ‘talk’ to their PVR – functionality expectations may mean that SkyPlayer will trump iPlayer in more sophisticated homes.