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Liberating Technology in the 3rd Age of Television took place at the Soho Hotel in London on Friday 16th November 2007.
As well as tackling these questions, Thinkbox unveiled new research into consumers' attitudes to DTRs, giving delegates more insight into why people choose to watch any form of non-linear TV and how much they are likely to do so.
The event boasted a stellar line-up of speakers - all expert practitioners within the Third Age of TV and its liberating technology.
Here you can watch a short film summarizing the event and have a closer look at the presentations.
Nick Milligan, Managing Director, Sky Media takes us through some of the new developments on the Sky interactive platform, Sky Anytime and takes a look into his crystal ball for the next generation of Sky+. What do we know about appropriate advertising strategies across the new audiovisual advertising spectrum and how is this area being researched?
New research has uncovered, for the first time, the emotional context of Digital Television Recorder (DTR) usage: viewer motivations; the benefits they get from their DTRs: the evolving relationship they have with TV and the commercial contract between viewers and advertisers. Justin Gibbons presents the key findings from his report and uncovers true love.
With their premium content, TV companies are ideally positioned to serve many of the entertainment needs of consumers on the web, and there have been some exciting new moves in this area throughout 2007. Whether it’s simulcast, catch-up VOD, compilation clips or branded content, there are plenty of new and emerging opportunities for advertisers around people’s appetites for more TV. Annelies van den Belt tells us what ITV are doing in this space, how consumers have responded and explores the relationship between professional quality TV content and a successful web proposition.
When some of the best innovation and creative happens in the interactive space, it’s often driven by the application of craft skills: whatever the format or application, these are skills honed in television and film. Mark Cridge takes a look at how to get the best out of the latest digital interactive film techniques being used online. What can the TV companies and their advertising partners learn from the best of the web, as we develop fresh commercial opportunities around premium TV content both online and behind the red button?
We’re seeing a flexible, dynamic environment appearing slowly around broadcast TV which is very exciting. Nigel Walley takes us through some of the key developments. Functionality and intelligence are being added to the TV advertising; convergence is arriving and TV advertising is changing for the better. At first glance it looks a complicated place, but actually it’s all about outcomes not technology where the broadcast TV spot sits at the centre of a new mix of capabilities.
TV is moving onto the Internet, but in terms of measurement, we appear to be dragging a 25-year-old currency into a new world. BARB is stepping up to the mark with new ideas within their 2010 contract, but there is still plenty to be done to improve the various currencies available to us across these new ways of delivering TV. Dave Brennan sets out the challenges and recommends a move from analytics to engagement.
Liberating Technology in the 3rd Age of Television
Technology is helping people get more enjoyment out of TV because it helps them control the wide choices available to them. Whether it's digital television recorders (DTRs) like Sky+, free online streaming and downloads, or paying for premium content through TV on demand via IPTV, people can now watch what they want, whenever and wherever they want it. So, what does this mean for advertisers? Would consumers rather have advertising than have to pay for TV content? How does creativity need to evolve for these new TV platforms? And how do the different forms of non-linear TV work alongside broadcast TV?
Viewing of the slides that were presented on the day are completely unrestricted.