EGTA Thematic Day on niche channels

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  • Niche is the kingMarket trends in digital tv marketEGTA Thematic DayRome, April 20th, 2007

    www.cineca.it

  • Part I - Trends

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    www.cineca.it

    How many TVs?SocialThematicPersonalOn demandPay per view/time/subscriptionNomadicClosed user groupscached broadcastTime shiftedHybrid

    www.cineca.itNet TV = You TubeP2P TV = Babelgum, JoostIPTV = Fastweb, Alice, Tiscali

    www.cineca.it

    Collateral effects audience fragmentation change the place where viewers watch tv democraticization of contents

    And

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    www.cineca.it

    The end of prime time

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    www.cineca.it

    TV 2.0

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    www.cineca.it

    User generated contents

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    www.cineca.it

    Viewers Evolution

    Couch potatoDigital native

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    www.cineca.it

    Tv small audiences, web 2.0 and Long Tail distribution

    Markets are conversationsNiches are marketsNiches are conversations?

    www.cineca.itFare la premessa della democraticizzazione dei contenuti portati dalla digitalizzazione dei networks e dei contenuti stessi

  • Part II - Ideas

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    www.cineca.it

    Lessons we can learn(Satellite Thematic Channels 2.0?) Use integrated approach to content delivery

    Enable anywhere, anytime, anydevice access to contents

    Allow user generated contents

    Enable interactive services

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    www.cineca.it

    Tv sites

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    www.cineca.it

    Innovative applicationsBologna, Rimini and Modena Italian provinces

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    www.cineca.it

    T-advertising Formats:

    Interactive spot with overlayTelepromotion in a splitted screenTv bannersDedicated Advertiser Location (D.A.L.) a.k.a. tv site

    Major benefits:

    Great product placementT-shoppingAd campaign effectiveness

    www.cineca.itPublitaliahttp://www.publitalia.it/frame/frameb_digitaleterrestre.htm

    Siprahttp://www.sipra.it/pubblicita_interattiva_new/index.htm

    Cos il GRPhttp://www.publinter.com/grp.htm

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    Why open standards Not only proprietary middlewares

    Benefits:

    Cause a wider adoption of interactive servicesAllow the distribution of your interactive services over different networks (DTT and satellite) and tv channelsHigher ROI for advertisers

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    www.cineca.it

    MHP Adoption Map

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  • Part III - Experiences

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    www.cineca.it

    Innovative service in Poland Osmosys provides complete MHP-based systems solution to ITI Neovision, Poland (Osmosys.tv press release February 26th, 2007)See also: www.n.pl

    Push Video-On-Demand (Push-VOD) High Definition (HD) head-end Interactive services based on MHP platform

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    www.cineca.it

    CINECA DVB-S MHP test in TurkeyForniture of an MHP object carousel server to TRT for testing purpose in D-smart project.

    Sat expo 2006Interactive services on a satellite tv channel based on MHP open standard

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    www.cineca.it

    DVB-S MHP regional trial in Italy

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    www.cineca.it

    www.cineca.it

    www.cineca.it

    Chinese operatorBrazilian UniversitiesSpanish itv operators

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    www.cineca.it

    Via Magnanelli, 6/3Casalecchio di Reno (BO)

    r.ciacci@cineca.it

    Roberto Ciacci Business Development Manager http://www.robertociacci.it/blog/

    www.cineca.it

    Net TV = You TubeP2P TV = Babelgum, JoostIPTV = Fastweb, Alice, Tiscali

    Fare la premessa della democraticizzazione dei contenuti portati dalla digitalizzazione dei networks e dei contenuti stessi

    Publitaliahttp://www.publitalia.it/frame/frameb_digitaleterrestre.htm

    Siprahttp://www.sipra.it/pubblicita_interattiva_new/index.htm

    Cos il GRPhttp://www.publinter.com/grp.htm

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