20 TVBEurope Round Table
www.tvbeurope.com November2012 In association with
The TVBEuroperoundtable participants were treated to a private tour of
Twickenham Stadium before the discussion took place
With Viacom International Media Networks' MTV brand’s core demographic, there is an expectation now to have complementary material on other platforms such as second screen and social media interaction with the content. Tim Bertioli of Viacom International Media Networks said: “We do a lot around that for our big UK shows like Geordie Shore and The Valleys. There are certain limitations on what we can do over-the-top [OTT] in the UK because of our contracts with Sky. We do have some pay per view available online but it is early days as to whether it’s really a big revenue driver for us. In the case of second screen and Facebook, there’s certainly a big drive and expectation from our core customers.” For
ITV.com, Paul Stevenson
of ITV explained that its business model is a combination
of targeting revenue, supporting the brand and customer satisfaction. “The online service is a brand-enhancing element of the news service. When we relaunched it in the last 18 months we discovered what can be achieved in terms of
backwards EPG. It’s about making the content accessible and it’s about the brand.”
Smart TV thinking Talking about consuming content on different devices, Ioannou explained that watching something
Stevenson added: “If you’re in
business in broadcast you’ve got to support all those platforms. There’s an overhead to being a broadcaster because we have to support all the platforms.” Talking about catch up and time-shifted TV, Long said:
We need all the manufacturers to join together and work with people like the Digital Production Partnership [DPP] and join the whole ecosystem up” Andrew Ioannou, ITV
market penetration, enhancement of the brand and reputational benefits of a relatively light investment.” From the programming side, Ioannou agreed with Stevenson that it’s a combination of all three. “As a future revenue source, we’re looking at other opportunities for revenue for ITV but the major part is the
on an iPad is a different experience to watching it on a 46-inch HD screen sitting at home. Bertioli thinks the shift is going to be driven by the consumer. “As the tools become more easily available like second generation smart TVs and YouView, I think you’ll find a faster than expected switch in how people view their content.”
The Adobe Story story
ITV used to have an expensive, bespoke scripting system, developed in-house, “that was costing us a lot to maintain and kept falling over,” said Ioannou. It was used on its two biggest soaps, Coronation Street and Emmerdale, “and we needed to replace it.”
So, when Adobe came to ITV with a very undeveloped scripting tool, ITV agreed to co-develop it and were happy that Adobe retained all the intellectual property. “We don’t want to own any of it,” he said.
Indeed, Adobe was encouraged to talk to other broadcasters, and if ITV asked for some feature that no one else wanted, and that wouldn’t go in the standard product, he told them to say no. The resulting Adobe Story is now running Coronation Street
and Emmerdale. “It’s brilliant,” he said. “We’re looking at other areas of the business to start using it,” and other broadcasters seem keen too. “What’s in the script is the
valuable bit, not the tool that is being used.”
Long also likes Adobe’s
approach to this, concentrating on understanding broadcaster’s businesses and appreciating the support that their Premiere software offers. “I hope that continues,” said Long. — David Fox
“Sky+ was certainly the first catch up TV in its genre and now we’re getting a lot more sophisticated in how we distribute that out to our customers. We see it as an important part as people really don’t want to wait. “We’re realising that people
are finding it very hard to find content. Certainly with time-
shifted content as well and on demand services, it’s starting to get very difficult. This is one area that we’re focused on. If you look at the Sky+ app, which is complementary to the HD box, it’s all about delivering a much easier way for people to find that content.” In agreement, Ioannou said: “One of the roles we have is to simplify the discovery experience and take away that level of complexity. One of the reasons Apple has been so successful is that their devices are easy to use.”
Technology and the consumer So how are solutions/technology helping the consumer? Gary Negus of Grass Valley said: “The consumer is working in a way that suits them best. Technology is simply easing that process. It will be interesting to see how that develops.”
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