The key to revenue growth for broadcasters is to offer consumers a way to access an integrated digital media experience across three devices (television, mobile, and Internet) on their own schedule. The three screen experience can be unlocked by allowing the consumer to push one button on either a television remote control, or mobile device, which then moves that media (or advertising unit) in a seamless way to the Internet.
This integrated experience is possible by embedding a unique code inside the ancillary data section of PSIP that will then act as a marker for a ‘tagging’ experience for consumers. In order to use the service consumers would need to opt-in to a web portal, which would essentially be the landing page for tagged TV content. Digital media can then be moved — as the consumer watches TV as they normally do today – to the Internet by a simple push of today’s remote control.
PSIP tagging is similar to how an Internet publisher would paste XML code into a web page for RSS Feeds. What is different is that as consumers tag TV content from the digital spectrum corresponding data is then moved across platforms to the consumer’s private web portal for retrieval when most convenient.
Provides Pricing Flexibility
By tagging TV content broadcasters will also give consumers the ultimate freedom on how they choose to interact and pay for television programming. The consumer, for example, could decide to purchase digital movie downloads through the broadcaster’s over the air signal.
News programming would become more profitable as television stations could utilize all their created digital media for a news package and extend the length of the story into the web. Promotional spots for network programming would morph into revenue generators as creative departments could mine value through download sales or perhaps fan web sites.
Valuations for Broadcasters Increase
The broadcaster will work with their hardware, software, and business users to deliver clickable television through a ‘four-sided platform’ (see graphic). Consumers will opt-in to use clickable television from what most likely will be a very crowded field of consumer-facing technologies. The respondent data, also known as the “TV click”, would be returned to broadcasters from a multitude of cable partners. This data when collected will drive web portal adoption rates, grow viewership numbers, and deliver continuous improvement for advertiser campaigns.
As demand for the technology begins to grow, and obtains critical mass in early adopter markets, broadcasters can leverage this new platform to bring capital into their companies. Last week a consortium of advertisers and networks — in competition with Nielsen Media Research — announced an effort to measure across three screens. In addition as these early adopter markets gain traction scores of similar efforts, all focused on clickable television, would most likely be announced as tech firms come to discover the full potential of this new communications medium.
Cable Plays Ball
Broadcasters and cable companies should not be hung up today on how PSIP data is transmitted and how click data is collected. Once the business model is determined the feedback loop between cable and broadcasters will work. In addition, the sting from hard fought retransmission consent negotiations should not keep interactive cable deployment discussions from happening.
At this juncture broadcasters should be most concerned with how they can align themselves with vendors that can support their vision for clickable television. Consumers today are not tied to the notion that the Internet will be their primary source for all media. The consumer just wants to get digital media through simple interfaces and they want it on their terms.
Michael Kokernak is the CEO and President of Across Platforms, Inc. Across Platforms, Inc. is a multiscreen technologies consulting firm. Michael has also written about interactive television. Michael is also the founder, and past CEO, of Backchannelmedia. He can be reached at [email protected].
