Ned Wiley

Toward A New Paradigm ForContent Discovery :Meet watchmi Personalized TVNed Wiley, Managing DirectorAxel Springer Digital TV Guide GmbH

FTTH Conference 2010Lisbon, 24 February 2010

Confidential

1. How Did We Get Here?

2. The Rise of Personalization

An example: watchmi Personal TV

Agenda

3.

Confidential

How Did We Get Here?

Once, there were two.

Confidential

The emergence of cable

Media outlet proliferation accelerates

. . .

Confidential

And Another Thing : The Online Frontier

Content owners are putting more content online

5

Confidential

One problem solved…

Terrestrial Satellite Cable Internet

Confidential

… another one faced

How do you find the content you want?

Where would you even begin looking?

Confidential

Remembrance of Guides Past : The Schedule

Confidential

Remembrance of Guides Past : The Grid

Confidential

Content Discovery

Confidential

1.

The Rise of Personalization2.

How Did We Get Here?

An Example: watchmi Personal TV

Agenda

3.

Confidential

Personalization as Validation

Confidential

Photo credits: Flickr users: FaceMePLS, Dplanet::, pedrosimoes7, Sukanto Debnath, Geordie Mott, exquisitur, Saquan Simpson, clspeace, Here In Van Nuys, purplbutrfly, quinet, Mickael Casol.   Used under Creative Commons License

Personalization as Validation

Confidential

How Do You Take YOUR Coffee?

. . .

Confidential

Automation and Collaborative Filtering

Confidential

Editorial Guidance

Confidential

The Value of Metadata

Confidential

The Value of Metadata

Confidential

1.

An Example: watchmi Personal TV3.

How Did We Get Here?

The Rise of Personalization

Agenda

2.

Confidential

watchmi is an intelligent, self-learning content discovery solution. It learns viewer preferences and finds shows that they like.

Records & downloads automatically

Delivers programs in a familiar paradigm: the “Personal Channel”

Works just like normal TV: watch and enjoy

Quickly learns personal preferences through the use of patented algorithms

One Solution: Personal TV with

Confidential

watchmi Video

Confidential

watchmi Brings Viewers Advertisements They Want To See

watchmi uses the same APRICO technology to match advertisements with viewers that are interested in them

Long-form video advertisements

Treated just like any other program, inserted in Personal Channel

Ads are not an annoyance if viewer wants to watch them

Higher advertising rates because of targeted nature of ads

Confidential

Example: Long-form video advertisement in a Personal Channel

Confidential

Mercedes TV videos - branded long-form contentfrom Mercedes-Benz

Example: Branded Channels

Confidential

watchmi Availability

watchmi is available now in Germany. A U.S. release is planned for 2010. Other markets TBD based on interest.

Plugin for Microsoft Windows Media Center (Vista and Windows 7)High visibility – featured in Windows Media Center Gallery

Ready for service operators upon requestAvailable for STB and MobileSoftware library easily portable to multiple platforms

Confidential

Summary

In conclusion:

The bigger pipe and larger variety of content : not enough

Consumers seek an experience tailored to their needs

Technologies are now available to make this possible

The challenge : bring consumers the rich, tailored experience they desire.

26

Confidential

Questions?

ned.wiley@axelspringer.de