Niche is the kingMarket trends in digital tv marketEGTA Thematic DayRome, April 20th, 2007
www.cineca.it
Part I - Trends
www.cineca.it
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
www.cineca.it
www.cineca.it
The end of prime time
www.cineca.it
www.cineca.it
TV 2.0
www.cineca.it
www.cineca.it
User generated contents
www.cineca.it
www.cineca.it
Viewers Evolution
Couch potatoDigital native
www.cineca.it
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
www.cineca.it
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
www.cineca.it
www.cineca.it
Tv sites
www.cineca.it
www.cineca.it
Innovative applicationsBologna, Rimini and Modena Italian provinces
www.cineca.it
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
www.cineca.it
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
www.cineca.it
www.cineca.it
MHP Adoption Map
www.cineca.it
Part III - Experiences
www.cineca.it
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
www.cineca.it
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
www.cineca.it
www.cineca.it
DVB-S MHP regional trial in Italy
www.cineca.it
www.cineca.it
www.cineca.it
www.cineca.it
Chinese operatorBrazilian UniversitiesSpanish itv operators
www.cineca.it
www.cineca.it
Via Magnanelli, 6/3Casalecchio di Reno (BO)
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