EGTA Thematic Day on niche channels

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Niche is the kingMarket trends in digital tv marketEGTA Thematic DayRome, April 20th, 2007www.cineca.itPart I - Trendswww.cineca.itwww.cineca.itHow many TVs?SocialThematicPersonalOn demandPay per view/time/subscriptionNomadicClosed user groupscached broadcastTime shiftedHybridwww.cineca.itNet TV = You TubeP2P TV = Babelgum, JoostIPTV = Fastweb, Alice, Tiscaliwww.cineca.itCollateral effects audience fragmentation change the place where viewers watch tv democraticization of contents And www.cineca.itwww.cineca.itThe end of prime time www.cineca.itwww.cineca.itTV 2.0www.cineca.itwww.cineca.itUser generated contentswww.cineca.itwww.cineca.itViewers EvolutionCouch potatoDigital nativewww.cineca.itwww.cineca.itTv small audiences, web 2.0 and Long Tail distributionMarkets are conversationsNiches are marketsNiches are conversations?www.cineca.itFare la premessa della democraticizzazione dei contenuti portati dalla digitalizzazione dei networks e dei contenuti stessiPart II - Ideaswww.cineca.itwww.cineca.itLessons we can learn(Satellite Thematic Channels 2.0?) Use integrated approach to content delivery Enable anywhere, anytime, anydevice access to contents Allow user generated contents Enable interactive serviceswww.cineca.itwww.cineca.itTv siteswww.cineca.itwww.cineca.itInnovative applicationsBologna, Rimini and Modena Italian provinceswww.cineca.itwww.cineca.itT-advertising Formats:Interactive spot with overlayTelepromotion in a splitted screenTv bannersDedicated Advertiser Location (D.A.L.) a.k.a. tv site Major benefits:Great product placementT-shoppingAd campaign effectivenesswww.cineca.itPublitalia il GRP open standards Not only proprietary middlewares Benefits:Cause a wider adoption of interactive servicesAllow the distribution of your interactive services over different networks (DTT and satellite) and tv channelsHigher ROI for advertiserswww.cineca.itwww.cineca.itMHP Adoption Mapwww.cineca.itPart III - Experienceswww.cineca.itwww.cineca.itInnovative service in Poland Osmosys provides complete MHP-based systems solution to ITI Neovision, Poland ( press release February 26th, 2007)See also: Push Video-On-Demand (Push-VOD) High Definition (HD) head-end Interactive services based on MHP platformwww.cineca.itwww.cineca.itCINECA DVB-S MHP test in TurkeyForniture of an MHP object carousel server to TRT for testing purpose in D-smart project. Sat expo 2006Interactive services on a satellite tv channel based on MHP open standard www.cineca.itwww.cineca.itDVB-S MHP regional trial in Italywww.cineca.itwww.cineca.itwww.cineca.itwww.cineca.itChinese operatorBrazilian UniversitiesSpanish itv operatorswww.cineca.itwww.cineca.itVia Magnanelli, 6/3Casalecchio di Reno (BO) Roberto Ciacci Business Development Manager www.cineca.itNet TV = You TubeP2P TV = Babelgum, JoostIPTV = Fastweb, Alice, TiscaliFare la premessa della democraticizzazione dei contenuti portati dalla digitalizzazione dei networks e dei contenuti stessiPublitalia il GRP


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