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The Challenge: A growing competitive landscape ITV Traditional broadcasters C4 C5 BBC HBO Living Sky

The Challenge: A growing competitive landscape ITV Traditional broadcasters C4 C5 BBC HBO Living Sky Non –traditional channels YouTube Joost Video on Demand Mobile operators Google All Web users All Web users

And as we enter a new era of user-generated platforms, everyone is a potential competitor All Web users

The Challenge: TV content increasingly consumed on screens that are not TV screens

The Challenge: …and youth audiences are leading the way ,[object Object],[object Object]

The Challenge: TV content increasingly being taken out of its traditional environment

The Challenge: Into some strange new places…

To summarise the challenge: ,[object Object],[object Object]

4 key online audiences identified: PASSIVE VIEWERS ENTHUSIASTIC SUPPORTERS FAN PROMOTERS PIONEER FANATICS AUDIENCE SIZE

We can define these audiences by the depth of interaction they are prepared to engage in Read, watch, pass on Adopting content and spreading it Enthusiastic Supporters  Fan Promoters  Creating content of their own Pioneer Fanatics  Look but don’t touch Passive Viewers 

And the minority have the greatest influence online PASSIVE VIEWERS ENTHUSIASTIC SUPPORTERS FAN PROMOTERS PIONEER FANATICS INFLUENCE ONLINE

For example Jupiter Research 2005 “Consumer Created Content” Create two thirds of the posts 90,000 users 30 people

Why are the most active users so important? ,[object Object],[object Object],[object Object],Source: Salganiks, Watts and Dodds for Columbia University, Feb 2006

People trust advice from friends Base: European online consumers “ I Trust”

People trust advice from friends Base: European online consumers “ I Trust” 48% of US 12 – 25 year olds claim to learn about new TV shows via online social networks and blogs

Secret Diary of a Call Girl ,[object Object],[object Object]

Attracting Comments and Wall posts ,[object Object]

Facebook Application to empower and reward fans

Leading into bold above the line creative

All ultimately driving to ITV2 and itv.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Summary: Engage and Reward key online audiences By targeting Pioneer Fanatics and Fan Promoters we engage interest in ITV properties across the web Empowered to recommend (blog, comment, post, Digg, email, wiki, create etc etc) to others  Enthusiastic Supporters and Passive Viewers All groups rewarded via: - Exclusive content, tools, apps etc - High quality, on demand content via itv.com

Engage and Reward key online audiences ENGAGE EMPOWER REWARD

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ITV Presentation

1. Influencing the influencers Delivering the ITV brand online

3. The Challenge: A growing competitive landscape ITV Traditional broadcasters C4 C5 BBC HBO Living Sky

4. The Challenge: A growing competitive landscape ITV Traditional broadcasters C4 C5 BBC HBO Living Sky Non –traditional channels YouTube Joost Video on Demand Mobile operators Google All Web users All Web users

5. And as we enter a new era of user-generated platforms, everyone is a potential competitor All Web users

6. The Challenge: TV content increasingly consumed on screens that are not TV screens

8. The Challenge: TV content increasingly being taken out of its traditional environment

9. The Challenge: Into some strange new places…

10.

11. 4 key online audiences identified: PASSIVE VIEWERS ENTHUSIASTIC SUPPORTERS FAN PROMOTERS PIONEER FANATICS AUDIENCE SIZE

12. We can define these audiences by the depth of interaction they are prepared to engage in Read, watch, pass on Adopting content and spreading it Enthusiastic Supporters  Fan Promoters  Creating content of their own Pioneer Fanatics  Look but don’t touch Passive Viewers 

13. And the minority have the greatest influence online PASSIVE VIEWERS ENTHUSIASTIC SUPPORTERS FAN PROMOTERS PIONEER FANATICS INFLUENCE ONLINE

14. For example Jupiter Research 2005 “Consumer Created Content” Create two thirds of the posts 90,000 users 30 people

15.

16. People trust advice from friends Base: European online consumers “ I Trust”

17. People trust advice from friends Base: European online consumers “ I Trust” 48% of US 12 – 25 year olds claim to learn about new TV shows via online social networks and blogs

18.

19.

20. Belle’s Facebook profile

21. Attracting Friends

22. On air Teaser promo

23. Pushed from itv.com

24.

25. Connected to the original Belle blog

26. Facebook Application to empower and reward fans

27. Leading into bold above the line creative

28. And integrated online creative

29.

30. Summary: Engage and Reward key online audiences By targeting Pioneer Fanatics and Fan Promoters we engage interest in ITV properties across the web Empowered to recommend (blog, comment, post, Digg, email, wiki, create etc etc) to others  Enthusiastic Supporters and Passive Viewers All groups rewarded via: - Exclusive content, tools, apps etc - High quality, on demand content via itv.com

31. Engage and Reward key online audiences ENGAGE EMPOWER REWARD

32. Thank you

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