radcomms 2012, session five: free-to-air tv in a connected world - kim dalton, abc

INNOVATION & FTA TELEVISION IN A CONNECTED WORLD

RadComms 2012

Kim DaltonDirector, ABC Television

June 2012

INNOVATION & FTA TELEVISION IN A CONNECTED WORLD

Examples of success

Insights based on our experience

Observations about the future

INNOVATION & FTA TELEVISION IN A CONNECTED WORLD

Freeview

iview

Q&A

Kid’s online

innovation around an existing platform

INNOVATION & FTA TELEVISION IN A CONNECTED WORLD

Freeview innovation around an existing platform

iview

Q&A

Kid’s online

innovation to create a new platform

1

200,001

400,001

600,001

800,001

1,000,001

1,200,001

1,400,001

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

ABC iviewMonthly Visits and Visitors

Sept 2008 - Apr 2012

Visits

2008 VISIT-ORS

2009 VISITORS 2010 VISITORS 2011 VISITORS2012 VISITORS

Source: Webtrends (does not include iview via other plat-forms)

On-Demand Landscape

Nielsen Online: The Aust. Online Consumer Report, Feb 2012

“’

”SMH.com.au February 20, 2012

INNOVATION & FTA TELEVISION IN A CONNECTED WORLD

Freeview innovation around an existing platform

iview

Q&A

Kid’s online

innovation to create a new platforminnovation in a program

Q&A

Integrated conversation

INNOVATION & FTA TELEVISION IN A CONNECTED WORLD

Freeview innovation around an existing platform

iview

Q&A

Kid’s online

innovation to create a new platforminnovation in a program

innovation across multiple platforms

http://www.abc.net.au/abc3/

http://www.abc.net.au/abcforkids/

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

-400,000

100,000

600,000

1,100,000

1,600,000

2,100,000

2,600,000

ABC Children's Online Monthly Visitors & Visits

(000s)

Visits

2009 VISIT-ORS

2010 VISITORS 2011 VISITORS 2012 VISIT-ORS

Source: Webtrends The above data includes both ABC4Kids and ABC3 programs

iview streaming is based on programs which appear within the Top 200 total programsStreaming via the website was reported from Jan 2011, therefore only iview plays are available from July – Dec 2010

Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-1224 41 50 49 43 52 45 61 71 77 76 79 81 93 105 117 109 107 106

0

1000000

2000000

3000000

4000000

5000000

6000000

Online Plays of Kids Programs 2010 - 2012Streaming via iview

Streaming via Website

No. of programs available

Insights?

Source: OzTam and Nielson: National multi-screen report:Quarter 1 2012

To put this in context..

watching tv in the home watching Playback TV (PVRs)

watching video on PC/laptop

97.15

6.333.15

Average time spent by Australians in hours:mins per month

Audiences will search out choice in content

Broadband homes without pay tv Broadband homes with pay tv0

2

4

6

8

10

12

14

16

VOD via broadband

Active Users

200,000

100,000

December 2010 April 2012

Active User: Someone who used the app during the month specified

Ease of access matters

2011

iview on the ipad

Now

Delivering iview - 2010 to 2012

Now

80%

8%

12%

Delivering iview - 2010 to 2012

Now

80%

8%

12%

Delivering iview - 2010 to 2012

27%

59%

14%

May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-120

100,000

200,000

300,000

400,000

500,000Play School

Streaming Plays 2011 - 2012 ytd(000s)

iview via iPads

Streaming via iview website

Streaming via ABC4Kids Site

(iview via iPads include plays through Art Maker App)Source: WebTrends data

The future?

The future?

Choicewhere and when, multiple devices content

through catch-up and VOD

The future?

Choicewhere and when, multiple devices content

through catch-up and VOD

EngagementIntegration of the television experience

with social mediaand the second screen experience