Interactive TV in the UK
New advertising opportunities in comparison
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Master's Thesis from the year 2001 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,4, Middlesex University in London (unbekannt), language: English, abstract: Inhaltsangabe:Abstract:Interactive Television (iTV) has been around for several decades. Most people have probably heard the term before. Having started in the USA with some trials it is now conquering the UK. The first interactive services on Digital TV (DTV) have been broadcasted 18 months ago and are continuously growing in number. The four platform providers Sky, NT...
Master's Thesis from the year 2001 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,4, Middlesex University in London (unbekannt), language: English, abstract: Inhaltsangabe:Abstract:
Interactive Television (iTV) has been around for several decades. Most people have probably heard the term before. Having started in the USA with some trials it is now conquering the UK. The first interactive services on Digital TV (DTV) have been broadcasted 18 months ago and are continuously growing in number. The four platform providers Sky, NTL, ONdigital and Telewest are trying to make their interactive services as appealing as possible and are, of course, offering new advertising opportunities for advertisers on that new medium.
The aims of this project are to analyse those new advertising opportunities and compare them to advertising on traditional TV and the Internet and find out whether advertising on iTV combines their strengths and overcomes some of their weaknesses. In order to achieve this, the literature review focuses on the identification of the strengths and weaknesses of advertising on traditional TV and the Internet and also provides a good overview over the iTV market in the UK and the current developments.
The UK is leading the way in the development of iTV and is even supposed to be 12 to 18 months ahead of the USA. The market is highly competitive and fragmented with the four different platform providers offering three different forms of receiving DTV, of which satellite is leading in the numbers of subscribers. The predictions of the DTV uptake are very positive and the spendings for advertising on iTV are supposed to be tremendous within the next couple of years.
The results of the interviews carried out with iTV experts from the platform providers, media and advertising agencies show that advertising on iTV indeed combines the strengths and overvomes some weaknesses and has the potential to be more successful than its two closest relatives. Due to the fact that it is still in its infancy and companies are just starting to test this new medium and no success stories have been published so far, advertising on iTV in its current form is not yet the killer application it was supposed to be and the uptake of T-commerce is quite questionnabel as well. It also becomes clear though that iTV does have a great potential and when the technology is creatively used to make ads more involving and engaging it will be big.
Inhaltsverzeichnis:Table of Contents:
1.INTRODUCTION6
2.SETTING THE SCENE - LITERATURE REVIEW8
2.1TRADITIONAL TV ADVERTISING8
2.1.1Strengths of traditional TV advertising10
2.1.2Weaknesses of traditional TV advertising11
2.2ADVERTISING ON THE INTERNET14
2.2.1Introduction14
2.2.2Strengths of Internet advertising14
2.2.3Weaknesses of Internet advertising16
2.2.4Summary of Strengths and Weaknesses19
2.3INTERACTIVITY ON TV20
2.3.1Definition21
2.3.2Stages of interactivity on television22
2.3.2.1Basic interactivity23
2.3.2.2Advanced interactivity24
2.3.3Technological considerations for iTV content24
2.3.3.1Screen Resolution25
2.3.3.2Navigation25
2.3.3.3Font dimension, colours, and lines26
2.3.3.4Computer and Multimedia standards26
2.3.3.5Audiences26
2.3.3.6Download times27
2.3.4iTV in the UK27
2.3.4.1The main players - Digital Platform Wars28
2.3.4.2Interactive services provided in the UK32
2.3.4.3A special case: TiVo and other PVRs34
2.3.4.4The iTV market value and advertising spendings35
2.3.5Forms of advertising on iTV36
2.3.5.1Broadcast stream37
2.3.5.2Walled Gardens37
2.3.6The iTV audience38
2.3.7iTV in comparison41
Source: Bueno, 200042
3.METHODOLOGY44
3.1INTRODUCTION AND RESEARCH D...
Interactive Television (iTV) has been around for several decades. Most people have probably heard the term before. Having started in the USA with some trials it is now conquering the UK. The first interactive services on Digital TV (DTV) have been broadcasted 18 months ago and are continuously growing in number. The four platform providers Sky, NTL, ONdigital and Telewest are trying to make their interactive services as appealing as possible and are, of course, offering new advertising opportunities for advertisers on that new medium.
The aims of this project are to analyse those new advertising opportunities and compare them to advertising on traditional TV and the Internet and find out whether advertising on iTV combines their strengths and overcomes some of their weaknesses. In order to achieve this, the literature review focuses on the identification of the strengths and weaknesses of advertising on traditional TV and the Internet and also provides a good overview over the iTV market in the UK and the current developments.
The UK is leading the way in the development of iTV and is even supposed to be 12 to 18 months ahead of the USA. The market is highly competitive and fragmented with the four different platform providers offering three different forms of receiving DTV, of which satellite is leading in the numbers of subscribers. The predictions of the DTV uptake are very positive and the spendings for advertising on iTV are supposed to be tremendous within the next couple of years.
The results of the interviews carried out with iTV experts from the platform providers, media and advertising agencies show that advertising on iTV indeed combines the strengths and overvomes some weaknesses and has the potential to be more successful than its two closest relatives. Due to the fact that it is still in its infancy and companies are just starting to test this new medium and no success stories have been published so far, advertising on iTV in its current form is not yet the killer application it was supposed to be and the uptake of T-commerce is quite questionnabel as well. It also becomes clear though that iTV does have a great potential and when the technology is creatively used to make ads more involving and engaging it will be big.
Inhaltsverzeichnis:Table of Contents:
1.INTRODUCTION6
2.SETTING THE SCENE - LITERATURE REVIEW8
2.1TRADITIONAL TV ADVERTISING8
2.1.1Strengths of traditional TV advertising10
2.1.2Weaknesses of traditional TV advertising11
2.2ADVERTISING ON THE INTERNET14
2.2.1Introduction14
2.2.2Strengths of Internet advertising14
2.2.3Weaknesses of Internet advertising16
2.2.4Summary of Strengths and Weaknesses19
2.3INTERACTIVITY ON TV20
2.3.1Definition21
2.3.2Stages of interactivity on television22
2.3.2.1Basic interactivity23
2.3.2.2Advanced interactivity24
2.3.3Technological considerations for iTV content24
2.3.3.1Screen Resolution25
2.3.3.2Navigation25
2.3.3.3Font dimension, colours, and lines26
2.3.3.4Computer and Multimedia standards26
2.3.3.5Audiences26
2.3.3.6Download times27
2.3.4iTV in the UK27
2.3.4.1The main players - Digital Platform Wars28
2.3.4.2Interactive services provided in the UK32
2.3.4.3A special case: TiVo and other PVRs34
2.3.4.4The iTV market value and advertising spendings35
2.3.5Forms of advertising on iTV36
2.3.5.1Broadcast stream37
2.3.5.2Walled Gardens37
2.3.6The iTV audience38
2.3.7iTV in comparison41
Source: Bueno, 200042
3.METHODOLOGY44
3.1INTRODUCTION AND RESEARCH D...
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