IBS: Making TV-Web Convergence Work -- Today TVB Research Conference 2000 New York City Jim Singer...
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Transcript of IBS: Making TV-Web Convergence Work -- Today TVB Research Conference 2000 New York City Jim Singer...
IBS:
Making TV-Web Convergence Work --
Today
TVB Research Conference 2000
New York City
Jim Singer
Senior Vice President, Marketing
Internet Broadcasting Systems, Inc.
Broadcasters building a new network of
dominant local web channels
Internet Broadcasting SystemsInternet Broadcasting Systems
Web Channel
Video story
StationPromotio
n
“Convergence” advertising
Verticals/ Ecommerc
e
“Convergence” partnersMedia
Partners
ConvergencePartners
Breaking Local News
StationPromotio
n
Not Portals•News, Entertainment, Services
•Well programmed and promoted
•Produced by in-station news and sales teams
The most successful, most visited TV sites
on the planet
Web Channels
The New Network 16 of Top 25 -- 29 of Top 50 US Markets -- 50 Markets and
Growing40% US HH coverage (plus 90+% Canada)
2000 Launches to Date• Detroit WDIV • Sacramento KCRA• Boston WCVB• Houston KPRC• Miami WPLG• Pittsburgh WTAE• Cincinnati WLTW• Orlando WESH• Kansas City KMBC• West Palm Beach WPBF• Winnipeg, Halifax, Montreal - Global • Milwaukee WISN• Greenville WYFF• New Orleans WDSU• Albuquerque KOAT• Jacksonville WJXT• Oklahoma City KOCO• Greensboro WXII• Miami WPLG• Orlando WKMG• San Antonio KSAT (next week)• Honolulu KITV (next week)• Indianapolis WRTV (next week)
The New Network 16 of Top 25 -- 29 of Top 50 US Markets -- 50 Markets and
Growing40% US HH coverage (plus 90+% Canada)
August 2000: IBS Network
1.74 MM Unique Users34.7 MM Page Views
(source: Nielsen NetRatings)
NIELSEN NEWS & INFORMATION
MSNBC.COMCNET.COMCNN.COMWEATHER.COMZDNET.COMABCNEWS.COMWASHINGTONPOST.COMUSATODAY.COMNYTIMES.COMDISCOVERY.COMLATIMES.COMFOXNEWS.COMIBS NETWORKBBC.COMWALLSTREETJOURNAL.COMTHESTREET.COMACCUWEATHER.COMSALON.COMSFGATE.COMBOSTON.COMCBSNEWS.COMWIRED.COMDALLASNEWS.COMCHICAGOTRIBUNE.COM
7
• National Press Club awards
Channel4000 Minneapolis
“Best Journalism Site” 1998 1999
8
Day after the Wilkinsburg shootings(February 2000)
“an impressive effort by WTAE-TV’s new Web site, ThePittsburghChannel.com,
which had news of the gunman’s capture three minutes after it happened”
Breaking News Excellence
9
Making Convergence Happen
•Convergence Content•Convergence Sales
10
Convergence Content – The best of both worlds
Television- Broadcast- Tells a
story:- emotional- compelling
The Web- Narrowcast- Drills deep:
- personal- interactive
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The “virtuous cycle” of Web/TV cross-promotion
• Creative Newscast Integration(NEVER “For more information…”)• Awareness Promos
•Creative use ofStory mentionsVideo teases Banners and Tiles E-mail
12
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Convergence Advertising – The best of both worlds
Television- Builds
Awareness and Interest
The Web- Drives Trial
and Usage
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• Age 39• Married• Either Male or female (evenly split)• High household income • College Degree• One or two children• Owns house• High propensity to buy big ticket items
(Japanese cars, camcorders, refrigerators)Source: Media Audit results for 28-city IBS market rollup, Summer 2000
Current IBS WebChannel Users present very desirable characteristics to advertisers“Typical” IBS Local Web Channel User
15
Local Advertising/Sponsorships: Integrated, Targeted, Responsive
• Jupiter Research – local online revenue of $ 2.7 B by 2003 (24% of total online spending)
Verticals – EmploymentVerticals – Employment
• HotJobs – long-term, seven figure deal
• Plus, featured local employers
(TV and Web together)• NEW TV REVENUE!
17
Verticals - AutomotiveVerticals - Automotive
• Rolled out late September
• Local dealer packages sold in almost all markets
• Merges Web’s interactivity with TV station’s reach and power
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Driving Back to TV – Convergence Advertising
• New TV revenue• 100% to stations• Selected clients:
Pacific Bell CBS Marketwatch Virgin Records Lowe’s Union Station Carrier Dealer Ass’n
Los Angeles Police
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Lessons Learned from the convergence battlefield
Build a new brand, NOT just a promotional platform for your station
Don’t cut corners – lack of effort WILL be noticed
Leverage the strengths of each medium, NOT just “TV on the Web” or another “local portal”
CREATIVITY and EXPERIENCE win – in editorial AND in revenue generation