interactive idtv in belgium
TRANSCRIPT
Belgacom TV:An interactive conversation with TV viewers.
Thierry Briers
Marketing Manager Interactive Service IPTV
IPTV service provided by Belgacom since June 2005
4th strategic pillar of
Belgacom Quadruple Play proposition
- Between 70 & 90 channels in basic offer - up to 40 extra channels available in option
- Football “Jupiler Pro League” in exclusivity
- More than 700 movies in the VOD catalogue
- Thousands of broadcaster’s catch up programs, previews and archives
- More and more channels & movies in High Definition
- PVR, “pause live TV” and “instant rewind”
- Interactive services ”Press the red button...”
Where are we today ?
663.000 subscribers (e.o. Q 02 2009)• Representing almost 1.600.000 viewers (2.4 indiv /HH)
• 220.000 new customers since last year
• started 5 years ago with zero market share in a historically cable market.
87% of the Belgian population is “covered” & may potentially become a Belgacom TV customer.• 80 % with High Definition
• 90 % with 2 streams
IDTV...with the i of interactive
The world is changing....
Customer’s behaviour is changing....
Consumers are not listening anymore
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
“A radical change is occurring in the
World of advertising and marketing”
Source: Michael.Seaton
Rethinking Marketing
Rethinking Marketing
Interruptive Interactive
Interruptive marketing ALONE is not enough anymore…
Interactive advertisingon television
So far, limited to SMS, IVR or by adding in the ads the company’s website URL .
And
launched
the Interactive
Digital Television...
Source :Google image
What are the benefits
- for advertisers or content providers –
generated by the interactive technologies on IDTV ?
NEWNEW
Customizable TV interfaces
NEWNEW
- personalized design - Interactive- improved user
experience - intuitive browsing- Platform independent- traffic is measurable
RTBF
Source : Calibrate
RTBF
Source : Calibrate
VTM “i Zone”
Source : Paratel
VTM “i Watch”
Source : Paratel
VTM “i Zone”
Source : Paratel
VTM “i Zone”
Source : Paratel
Advertising in the “i Zone”
Source : Paratel
RTL “i Zone”
Source : Paratel
Advertising in the “i Zone”
Source : Paratel
Nickelodeon
VT4
Source : Calibrate
Sponsored interactive program on VT4
Source : Calibrate
NEWNEW
Viewers can start advertiser’s short video content
Video on Demand
Source : Calibratel
NEWNEW
Viewers can fill in - easier and faster- their coordinates in interactive forms
Customers contact Database
Source : Paratel
Source : Paratel
Interactive viewers
need to fill in
Only Once
their contact data
via a simple form.
Source :Google image
To be continued …
So remember, please ...
Interactive Digital TV allows you now to...
- design flexible, creative & customized TV interfaces
- interact with relevant TV viewers
- play “long form” advertising video on demand
- ask engaged viewers’s to leave their coordinates and prolonge the conversation
- monitor the interactivity
Thank you
Thierry Briers
Belgacom TVInteractive Services
Contact me [email protected]
Call me :
+32 2 205 51 82
Visit us :
www.belgacomtv.be