By Nigel Walley
Ok, a strangely detailed and techie post, from us (who always claim to be marketers and not techies). There seems to be a wave of confusion over the difference between the ‘Internet’ and the ‘Web’ (No they are not the same thing! An Englishman – Sir Tim Berners Lee – invented the web, but he most certainly did not invent the Internet, which had been around for years before Sir Tim started fiddling with it.)
This distinction doesn’t really matter until we start thinking about how this impacts the TV area. There are actually three levels of internet connectivity that you can get into a TV set and the article needs to be clear about the distinction:
more “Is it internet or the web?”
Nigel Walley – July 2009
I received a flyer in the post from the Institute of Direct Marketing (IDM) the other day, outlining the curriculum of their ‘Complete Digital Marketing Course’. What was remarkable about this flyer and its grandiose claim, was just how incomplete the course was. In a week when AudiTV launched an on-demand service on Virgin cable’s Showcase, and Honda’s webTV service moved to the front page of the BT Vision EPG, there was nothing about breakthrough digital TV marketing in it at all. With Sky launching green button advertising on the satellite platforms, there was nothing about interactive television formats; and with both Sky and Virgin developing targeted broadcast and targeted on-demand mechanisms, there was nothing about converged marketing principles, bringing together internet techniques with broadcast content. And it wasn’t just TV that was ignored.
more “Digital Is Dead – Long Live TV and The Web!”
Adrian Stroud – June 2009
I recently challenged myself to work-out why I still watch so much ‘live’ TV. I don’t mean news or sport because I can rationalise those genres quite easily. I mean bread and butter programming.
The challenge came about because I was debating just how much more damage all the VOD services and PVRs will do to live TV viewing figures in the long-run. This is important because it is those live viewing figures that contribute the vast bulk of advertising impacts. VOD currently delivers far, fewer impacts per hour of viewing than live TV, so the ‘end game’ for advertising funded TV programming is defined by this question. My guess was that live TV won’t drop more than perhaps 25%, no matter how many VOD and time shifting gadgets like Sky+ launch, but I could not say why. I suspect I’m making the mistake of confusing the technology with the benefits.
VOD and the PVR are the rational way to consume all but the livest of live TV events. So, when VOD has all the content you want and it is available on every screen in the house, why would you want to watch ordinary old broadcast TV at all?
more “Why do I still watch broadcast TV?”
Commercial TV funded by advertising is an astonishingly scalable business. You can look at the richest territories in the world such as the USA and note that when it is fuelled by $70bn in TV advertising, the TV industry can produce a service that occupies 34 hours a week of leisure time for the average adult. Then look at Serbia, with a TV ad spend that is about 1% of the USA and, you guessed it, they keep the average Serbian adult busy 34 hours a week. I know this ignores other revenue like subscription but you get the point. With a business model that scalable you’d have thought the UK TV industry could absorb a reduction in advertising revenue of a few percent without all the talk of the sky falling-in.
more “No Long Tail Please – I’m Human”
Nigel Walley – Feb 2009 –
There is currently a huge fuss over the regulatory demise of Kangaroo (the online TV joint venture betbetween channel 4, ITV and BBC Worldwide! But there is a school of thought which says it might have been a complete irrelevance. Two reasons: 80% of VOD use at the moment is catch-up (ie programmes from the last seven days) and, apart from Channel 4, the broadcasters were keeping catch up for their own sites. This position was further undermined in the last few months by the BBC iPlayer team’s decision to also ‘series stack’ (God this industry is full of jargon!!) . This means, as an example, if they have a 6 part drama being broadcast, then they will keep all six episodes available in iPlayer catch-up for thirty days after the last episode has been transmitted. This robbed the concept of some of its most attractive catch-up content. Without catch up, you are left with lots and lots of archive TV, whose relevance and attractivness has yet to be proven apart from some very niche audiences. (Yes there will always be a tiny number of wombats who want to watch all those old Red Dwarf episodes).
more “Was the Kangaroo A Red Herring?”