GRP Media Session: Non-linear TV

By Saky Kourtidis on 15 June 2010 in Cleverwood | Comments Off

Non-linear television (possibility to consume video content not broadcasted)  is an expression of the new reality: the end of traditional media, portability explosion and the opportunity to share specific content through unlimited numbers of channels to increasingly more precise target.

In the continuity of my work about iDTV, the GRP Media Session I attended last Thuesday 8 of June dealed with this passionating theme. After an introduction of 10 minutes, two Media specialists shared great ideas about the topic.

First, Hugues Rey, Director of strategy at RMB argued the following questions: Is my future job title « content planner » ? He focused on the integration of this new reality in an advertising communication point of view, the solutions available, the KPI’s of this type of action, the solutions of audience measurement and the future profile of the planner.

Then, Didier Ackermans, Digital & Marketing Services Director Aegis Media, who said that this evolution represents an amazing new fire for the sector, presented his point of view. The goal of this second theme was to make a pragmatic analysis of what we have to do to evolve in this direction and how to approach projects and briefings differently.

Finally, Olivier De Doncker from Media Marketing moderated a discussion around the two presentations.

Lets summarize the main elements of the conference …

The convergence between TV and web

One can observe TV and web convergence in three different levels: web content on TV, TV content on the web and iDTV.

First, the web is rich of infinite content ! 46% of people want to see web content on TV and frequently, people consume web in the same time as TV. Moreover, 50% of TV devices in Europe can be connected to the web ! These elements are raising the question of bringing web content on TV.

Second, TV content is increasingly more posted on the web. It enhances consumer experience. They can communicate with a community in the same time of their consumption. Consequently, engagement is higher !

Finally, a third type of convergence is interactive digital television. Today, 45% of Belgian are connected to a digital television. But what about interactivity on TV ? Are people ready to interact on TV ?  Four years ago, iDTV was at the center of all debates. However, its development is yet in the first stages. Only on-demand videos concept is rising and meets perfectly the needs of new generation: it is simple and entertaining !

In fact, I was particularly fascinated by the first intervention of Hugues Rey who pointed out a determinant element that is sensibly close to my own work: TV is a mean of ENTERTAINMENT. When interactivity on TV is simple and easy to use and that brings added value in terms of content (BMW advertising spot of 10 minutes: added content that entertains people), it can be interesting for consumers. Waiting for filling in a form on TV is a “dream” because it is not adapted to the consumption context on television !

Non-linear advantages

All type of convergence have a common link: non-linear content. It offers lots of advantages such as the possibility to communicate brand values, enhancing experience of consumers and so engagement with brand, creating brand ambassadors and virality around video content and the opportunity to be more story telling.

It raises also lots of questions: how to measure audience ? how to monetize ? How to structure companies ? Do TV planners and Audiovisual planners have to become content planners ?

Content is obviously more and more important and take the lead before support. Companies have to adapt their models to this situation.

Business model

In Belgium, we have access to non-linear content through three main boxes : idtv, TV channels and video platforms (content aggregators on Internet).

With iDTV, we can bring digital advertising, enhance interactivity of channels and programs, work with walled garden, … Everything is possible but when we look at the market, less than 1% of marcom budget is allocated to interactive advertising.

Paradoxically, TV consumption is rising in Belgium. The new generation (digital natives) watch increasingly more TV and consume more media (8h of media consumption/day !). Moreover, 28% of them consume Internet in the same time of television. Seeing the success of Internet and television combination, why do we not think about blending their business modelsGoogle TV is certainly the best example of non-linear searchable multi-content …