Paul Moss - TV Is Dead - Long Live TV

TV IS DEAD – LONG LIVE TV

Media Prima Berhad Today

TELEVISION BROADCASTING

OUTDOOR

CONTENT CREATION

RADIO NETWORK

PRINT

NEW MEDIA

MALAYSIA’S BIGGEST

INTEGRATED MEDIA GROUP

DRIVING CHANGE…

• Declining revenue, market

share and relevance

• Fear, dressed as opportunity

• Consumers rapidly changing

expectations

• Living Room $$$

• Device sales

• Disruption Opportunity

Money Models Players

Protect Consumer Revenue - Stay relevant!

• Leverage existing user-relationship

• Add features – DVR, HD, VoD

• Use „deep- pockets‟ to buy content rights

exclusively and block competitors

The Godfathers

Protect business model – Don‟t be the Music Industry

• Leverage ad-sales relationships

• Content sales & licensing opportunities

• Over-The -Top distribution models

• Engage existing communities

Broadcast

TV

Pay TV

Opportunity – Return on Infra Investment

• Leverage Connection. Authentication,

TV-Everywhere, (Time Warner app)

• Jump ahead of incumbents - features

• Video On Demand

• Exclusive content

New Kids On The Block

ISP /

Telcos

Disrupt and de-stabilize

- New living-room revenue opportunities in

advertising, video content and services

- Drive device sales

- Increase relevance and importance of „your‟

brand

The Disruptors

Device &

CE

Tonton

THE HOME PAGE

Catch-up TV

Full-length Feature Films

26 years of TV Gold

from Media Prima’s

archives

Exclusive Web Content

Local Content Creator Channels

PERSONALISED DASHBOARD

CHAT / FRIENDS

SHARE / SOCIAL

SOME QUICK NUMBERS…

• 1.45m registered users. Increasing at 12,000 per week

• 773 programs & 20,290 episodes uploaded on Tonton.

Adding over 50 episodes per day

• Average 1.89 ads-viewed per program view

• 27m page views month (all AMSB sites)

• 6 bit-rates per episode

• 145TB per month

Unique Live Streams: 28,136

Facebook Impressions: 1,624,657

Pageviews 7th -10th: 1,177,956

Photos/Videos viewed: 360,000

CONVERSATION

puts

CONTENT

on

STEROIDS

Lessons…

AN INTELLIGENT PLATFORM: “It knows you”

Intelligence through 5 User Targeting Factors

• Demographics

• Behavioural

• Contextual

• Location

• Device

RECOMMENDS ADVERTISING

RECOMMENDS CONTENT

Targeting

Assumptions

1. Tighter targeting leads to higher

campaign effectiveness

2. Targeting & measurement will drive

the move to „engagement‟ advertising

models

3. Now we can target the User

(anytime), not the program as a proxy

for the user

4. The above will result in higher

„CPMs‟ or monetisable value of

online TV advertising

Targeting

Lessons

“Yes, EVERYONE buys into the value of targeting and measurement, but….”

1. Tight targeting radically reduces

inventory. If all your clients want the same

target groups then you better have: • damn good inventory projection tools

• a backup plan to create (buy!) more of the

most desired inventory

2. Clients!!

“I want to target 18-24 Malay females in Klang Valley…between 11am and 6pm. We have to make a really BIG BANG!”

“We only do small, guaranteed CPC campaigns…but they must only appear on the biggest sites!”

Targeting

Lessons

Cont..

3. Beware logic!

• Demographic targeting is one-dimensional

• Video viewing is not Search

• We are EMOTIONAL beings. Traditional

Advertising knows this. Behavioural

targeting is getting more complex –

because it has to

4. Broadcast TV

• „Big-bang‟ theory. It still works, and

advertisers know it

• Inefficiency vs Cross-pollination

• Secondary markets – group/social viewing

Barriers…

Rights

Slicing

Development

Formats