From left to right: Minster Ed Vaizey with Maggie Philbin, Simon Calver of LoveFilm, Tim Davie of BBC and Anthony Hilton of the Evening Standard
operators. The service, which is now accessed through digital TVs and PCs, will soon be available via Blu-ray players, game consoles and bespoke receivers. The users will not only be able to choose the film and instantly see it, but also be able to see recommendations and reviews of the film on the pages of social network sites such as Twitter. Therefore LoveFilm now has to decide what form of access to the products (the physical, digital and a hybrid format) to give customers and what channels of communications to use with consumers and potential advertisers. David Brennan, research and strategy director of ThinkBox – the trade marketing body for commercial television – argued that TV viewing is growing
faster than ever – as people are able to see what they want, when they want and how they want. This
guarantees maximum viewer’s engagement – a key benefit for advertisers.
The support of online services further enhances the effectiveness of television, as the internet is a response, distribution, promotional and audience building channel. “Digital technology is making TV work in a more powerful way,” concluded Mr Brennan. Nic du Feu, head of marketing for Mobile
Operators Alcatel Lucent, said that the content and format of digital communications is tailored according to the type of device used, among which the mobile phone is fast gaining the leading role. While the TV is a shared device used
by the whole family, the PC has advantages of large storage and interactivity, the mobile phone is the most personal of all devices and always available – and increasingly being used as a multi-purpose tool.
The device that can manage the content of digital communications most effectively will have a leading role in the future. However the issue of content management is still riddled with problems, particularly for application providers.
Meanwhile financial editor of
the Evening Standard, Antony Hilton, commented on the likely speed of Britain’s recovery from the recession. Analysing the course of previous economic recessions, the government’s handling of them and financial institutions’
response, he concluded that the recovery will be faster than expected, underpinned by a resilient financial sector and the economic power of the leading EU partners. Finally, Ed Vaizey, Minister for Culture Communications and Creative Industries, confirmed that the government is backing the 2015 deadline for a digital radio switchover. However, before the analogue switch-off is going to take place, DAB would have to reach equal coverage to that of analogue radio. He also said that among the most important barriers to digital radio proliferation are engaging content, sufficient coverage and accommodation of DAB in cars. He concluded that ultimately the consumer will determine the fate of digital radio switchover. ■
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sales@direktek.co.uk Fax 01494 768668 August 2010 The Independent Electrical Retailer 15
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