12.07.2012 t11 smart tv, georg gartlgruber, carat austria

Smart TV – Paradigmenwechsel des LeitmediumsGeorg Gartlgruber Carat Austria

Smart TV –Paradigmenwechsel des

Leitmediums


Himmelssphären nach Sacrobosco, aus Peter Apian, Cosmographia, 1539

Galileo Galilei (* 15. Februar 1564 in Pisa; † 8. Januar 1642 in Arcetri bei Florenz)


hybrid

vernetzt

interaktiv


Video über www

Web TV

Hybrid-TV

TV-Geräte mit Browser:Digi-Reciever

TV-GeräteBlue Ray Player

Etc.

IPTV

TV-Content über IP

TVLineares Fernsehen


#1: Exploding Fragmentation


http://youtu.be/_OBlgSz8sSM


http://youtu.be/0_LW9kYAnLI


Hybrid-TV

IPTVWeb TV

Social TV



#2: Events will always rule!


1x AusstrahlungGesprächsthema am nächsten Tag

2 Sender + WebauftrittZusätzlicher Bonus Content

Social Media AnbindungTwitter am Screen Real Time

Print-Content Thema über Wochen


Saturday Night Fever TV Online

2. Staffel 4.5.-15.6.10 586.000 141.000

3. Staffel 7.9.-9.11.10 763.000 +30% 242.000 +72%

4. Staffel 11.1.-29.3.11 977.000 +28% 375.000 +55%

Austria‘s Next Top Model TV Online

1. Staffel 7.1.-15.2.09 576.000 236.256

2. Staffel 24.11.09-17.2.10 652.000 +13% 415.035 +76%

3. Staffel 3.1.-3.3.11 792.000 +21% 466.000 +12%

+166%

+97%

Quelle: Evogenius, ÖVA; TV: Nettoreichweite pro Staffel; Online: Unique Clients pro Staffel


Social TV

Hybrid-TV

IPTVWeb TVTV

Lineares Fernsehen

Multi-Screen


#3: one currency


Wie viele Kontakte?Welche Zielgruppe?Soziodemographie?Psychografie?Interessen? Wie oft?Über welchen Screen?Parallelnutzung?


HbbTV HbbTV HbbTV HbbTV HbbTV HbbTV HbbTV HbbTV HbbTV HbbTV HbbTV

Social TV

Hybrid-TV

IPTVWeb TV

Multi-Screen



TVGeräte-Portal

TV-Geräte mit eigenem Web-Portal mit speziellem Content, EPG, Internet-Zugang, App-Store und VoD.

OTT TV


#4: TV-Buying Re-invented


#5: the end of trial and error


Connected benchmarking & reporting for measurability of activities


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12.07.2012 t11 smart tv, georg gartlgruber, carat austria

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