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• 7 in 10 subscription users said they are buying less film and TV now they havea subscription

• Over 40% of subscription users take multiple services – totals 10m individual subscriptions

• 16% of UK Sky subscribers have tried Sky Buy & Keep

• Over 80% of these watched the DVD

• Audience types/motivations differ by format:

• BASE research shows that just under than half (48%) of consumers are currently familiar with the marketing term ‘Digital HD (download to purchase)’

• DVDs are available from over 15,000 retailers, including online. Consumers prefer to buy discs from supermarkets with 50% of DVDs sold via this channel

BASE EDUCATION 2016: MARKET OVERVIEW AND CONSUMER INSIGHTSKey statistics:

• Total consumer expenditure on home video rose 1.5% in 2015 to reach £2.24bn

• Total disc market = £1,076bn• Total digital market = £1,085bn• Digital ownership sales -­ £190m (up 12%)• Total digital rental sales -­ £314m (up 19%)• Subscription sales -­ £581m (up 45%)

• 57% of the total video market is ‘to own’ -­ £1,265bn in 2015 (down 12%)

• 43% of the total video market is ‘to rent’ – £927m in 2015 (up 26%)

• Digital rental sales showed the highest spend growth in the transactional video market at 64%

• Spend on digital ownership now makes up 9% of the total transactional video market

• Convenience is a key factor in determining digital spend – 83% rent, vs 17% own

• Comfort is a key factor in determining offline spend –93% own, vs 7% rent

• Continued growth of 2% expected in 2016, including subscriptions. Subscription spend predicted to reach 54% of total home video consumer spend by 2019

• Subscriptions services have moved from niche to mainstream:

ALL ADULTS

16 -­ 34

2014 2015

20% 29%

29% 51%

Physical Purchase

Digital Purchase

Digital Rentals

Subscriptions

Family Time (12%) Physical Comfort (13%)

Hassle Free Viewing (16%) Wide Rangers (14%)In the Picture (20%)

Deal Me In (25%) Utility Renters (16%)

Binging Out (28%) Original Thinking (22%)TV Subbed Off (26%)

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Nick Keegan is a senior marketing and communications consultant. He was formerly on the board of Blue Rubicon and currently works for a number of blue chip clients on both sides of the Atlantic. Over the last 15 years, he has delivered work for organisations including Unilever, Microsoft, Coca-­‐Cola, British Gas, GlaxoSmithKline, Deezer and the UK Government. Nick now runs his own consultancy and serves as a non-­‐executive director. Over the last decade and a half, Nick has also designed and implemented training programmes for a number of large organisations and agencies. This includes marketing strategy, creativity, digital and media training modules for companies including MTV, Sky Sports and Modelez.

BASE EDUCATION TRAINING DAY 14TH JUNE 2016 THE DIGITAL VIDEO OPPORTUNITY

Course Leader

Nick Keegan

The Facilitators

Bethan Davies

Bethan is a qualified journalist with an additional eight years of PR experience, and has moderated marketing focus groups with brands such as The Training Room, The Autism Society and the RNLI. Following a degree in English literature, film and television, Bethan's journalism career included film and TV writing for a range of newspapers, websites and magazines, including The Guardian and Empire. She is a regular film and TV media commentator for the Welsh broadcast press, contributing to programmes across BBC Cymru and S4C in Welsh and BBC Wales in English.

Leila Makki

Video content consultant Leila Makki is highly experienced in moderating and conducting in-­‐depth interviews across a variety of industries and with companies of all sizes – from startups to global leaders. She has moderated, hosted and filmed dozens of panel discussions and events as diverse as Mobile Monday London, Vodafone Startup Awards in Amsterdam, Global Grain Geneva, and Stainless Steel in New York. Currently, she runs a video production company where she helps her clients build their brands, raise their profiles, and tell their stories through video. Leila has a Masters in Media & Communications from the London School of Economics & Political Science (LSE) and a Bachelors in Mass Communication from the University of California, Berkeley.

Tom Kirkham is an independent marketing and communications consultant with more than 12 years' experience delivering marcommscampaigns for some of the world’s biggest organisations, including Coca-­‐Cola, Shell, Aviva and many others. He currently delivers a wide range of training programmes for marcomms practitioners based in both the UK and US, helping upskill staff at all levels as well as inspiring new thinking within the next generation of marcomms professionals. Tom also has extensive experience running strategy, brainstorming and creative workshop sessions for marketing teams, including senior stakeholders from the likes of British Gas, Lloyds Banking Group, British Land and Unum. In his spare time, Tom is a film buff and still buys DVDs

Tom Kirkham

Anna is Deputy Director of Communications at The Prince’s Trust where she heads up a team of 13 communications professionals. Leading on public relations, internal communications and media relations, she is responsible for The Trust’s reputation and delivering its PR campaigns. Before this, Anna headed up the media office at Kings College London.

Managing a large team and running away day and team development activities, she has many years' experience moderating groups of professional colleagues, with sometimes differing approaches and priorities, to achieve a shared goal.

Anna Mitchell

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Patrick Collister – Creative Director Google Zoo

Patrick is the former ECD and Vice Chairman of Ogilvy & Mather London and currently has one of the best jobs in advertising as a creative director in Google's creative think tank, The Zoo.

The Zoo works in collaborative partnerships with clients and their agencies to find innovative solutions in the digital space to marketing problems.

BASE EDUCATION TRAINING DAY 14TH JUNE 2016 THE DIGITAL VIDEO OPPORTUNITY

Speakers

Patrick Collister

Mark Earls

Mark Earls (aka HERDmeister) -­‐ a pioneering and award-­‐winning writer and consultant on marketing, communications and behaviour change. He has written a number of highly influential books including Copy, Copy, Copy, HERD and I’ll Have What She’s Having which apply insights from contemporary behavioural science to modern business marketing challenges.

Craig Elder

Craig Elder is the co-­‐founder of Edmonds Elder, a digital consultancy focused on helping clients put digital right at the heart of their businesses, where it can drive real results. Prior to starting Edmonds Elder, Craig was Digital Director for the Conservatives at the 2015 UK General Election, spending two years building a digital operation that experts agree was crucial to delivering the Party's first majority in 23 years.

Sergio Irigoyen and Jerome Maurey-­‐Delaunay – Neutral Digital

Sergio Irigoyen and Jerome Maurey-­‐Delaunay are graphic architects and VR developers at leading London-­‐based VR firm Neutral Digital.

At BASE Education 2016 they will demonstrate interesting and innovative technologies, including virtual reality headsets, wearablesand sensors, and show examples of how these technologies can be used to explore new ways of marketing to consumers.

Sergio Irigoyen

JeromeMaurey-­Delaunay

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THE BRITISH ASSOCIATION FOR SCREEN ENTERTAINMENT: BASE EDUCATION 2016“THE DIGITAL VIDEO OPPORTUNITY – DRIVING GROWTH IN A MULTI-­CHANNEL SECTOR” 14TH JUNE 2016

TIMING SPEAKER/HOST

1.15pm – 2.00pm Working session 1: what kind of problem is this? Where should we be copying solutions from? Facilitators

2.00pm – 2.10pm Stand-­up review Mark Earls

2.15pm – 2.25pm Introduction to Copy Copy Copy Behaviour Map/Cards and how to use

2.25pm – 3.20pmWorking session 2: develop clear proposal to solve problem by changing people’s behaviour

Mark Earls

3.20pm – 3.30pm Quick break

4.10pm – 4.25pm Judging Liz Bales, Mark Earls, Nick Keegan

Facilitators

4.25pm – 4.45pmReview of learnings and implications for individuals, companies and the industry at large Liz Bales, Mark Earls, Nick Keegan

Universal Pictures, Central St. Giles,1 St. Giles High Street, London, WC2H 8NU

8.45am – 9.10amArrivals and greetings – attendees are placed into their respective working groups for the day Facilitators

9.10am – 9.20am Liz Bales, Nick Keegan

Introduction to Base Education;; Outlining the premise of the day:• Being inspired by and learning from others• The format of the day outlined;; an explanation of the four groups and the challenges they’ll be solvingSpeaker introductions

9.20am – 9.55am

Copying: the theory and practice of learning from others to solve your gnarliest problems:• Intro tools for the dayKey pointers for the audience to consider throughout the morning’s speaker slots

Mark Earls

9.55am – 10.25am Market overview and consumer insights Craig Armer

11.10am – 11.30am Craig ElderWhat can the home entertainment industry learn from the political realm?

DETAILS

AGENDA

Learning from Radiohead Patrick Collister10.55am – 11.10am Coffee break

11.30am – 11.50am Review of learning so far Nick Keegan

10.25am – 10.55am

11.50am – 12.20pm Interactive demo – the use of VR in marketing12.20pm – 1.15pm Lunch + opportunity for further demos with Neutral Digital Jerome Maurey-­Delaunay

Jerome Maurey-­Delaunay

2.10pm – 2.15pm Quick break

3.30pm – 4.10pm 4 x 10 minute presentations using artefact cards Nick Keegan