33. NO IMPACT ON COMMISSIONING?
• All successes are TV successes
• All failures are TV failures
• Interactivity and engagement can’t save a
show
• No show has ever been re-commissioned on
the basis of its interactive success*
• Why?
*yet
34. NUMBERS
• Financial value of marginal TV viewers are
currently greater than those of online users
• 10% conversion of 2.5m to online (£Million
Drop) = success
• 30% conversion of 1.1m in same slot = an
interesting failure
• TV Value chain
(producers, broadcasters, advertisers) can
monetise their core business viewers better
than their digital users*
*at the moment
38. DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
• Television is an entertainment medium; TV
shows are events. Interaction is
– Hugely spiky
– Short lived
– Brand/show driven
– Support calls to action
39. DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
• The online world is communications driven.
Sites and apps are services. Interaction is
– sustained
– repetitive
– needs focussed
– easier to cross sell
– Support behaviour change
41. CHANGING COMMISSIONING?
TV commissioning will really have changed when
we see:
– Entertainment shows with interactivity at the core
– Factual Programmes commissioned to to support
transactional services, whether of data or
cash, not the otherway around
– True transmedia narrative experiences
So far interactivity has had a minor impact on TV commissioning. Todays multiplatform shows are greate TV shows first, mulitplatform entertainment experiences second.