HYBRID TVPilot projectMarch 2010

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Hybrid TV Pilot Project

Broadcast-broadband hybrid active pilot test in March

2010.

20 households in Barcelona’s 22@ district. Limited

demographic sample.

IP content accessible via TV3’s DTT channels.

Analysis of user behavior.

User evaluation.

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Content and services

Access to TV3 channels (DTT)

Channels / occasional events

Catch up (last week’s broadcasts) in high quality

Access to “3alacarta” archive

Content synchronized to broadcast

EPG (Electronic Programming Guide)

Trick-mode

Bookmarks

Facebook Connect

•Sample: 20 families (20 STB)

•63 users

•23,423 Service activations

General data

Study done by the Catalan Corporation of Audiovisual Media

Sample: User age

0 a 1533%

16 a 256%

25 a 3526%

35 a 5027%

50 a 656%

Older 652%

Study done by the Catalan Corporation of Audiovisual Media

Sample: Family types

Coupleswithoutchildren

20%

Couples withchildren under

14 50%

Couples withchildren over

14 20%

Couples withchildren over and under 14

5%

Singles5%

Study done by the Catalan Corporation of Audiovisual Media

Sample: Connection speed

6 Mb55%

10 Mb30%

12 Mb10%

20 Mb5%

Study done by the Catalan Corporation of Audiovisual Media

Sample: Connection type

Wi-Fi30%

Cable70%

Study done by the Catalan Corporation of Audiovisual Media

Sample: Internet providers

Telefónica40%

ONO35%

Jazztel15%

Vodafone5%

Orange5%

Study done by the Catalan Corporation of Audiovisual Media

Video consumption

81%

19%

Broadcast IP

Study done by the Catalan Corporation of Audiovisual Media

IP video consumption

79%

19%

1% 1%

Catch-up

3alaCarta

Other Cont.

Live

Study done by the Catalan Corporation of Audiovisual Media

Streaming time (average minutes per video)

16,45

2,400

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4

6

8

10

12

14

16

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Catch-up 3alacarta

Study done by the Catalan Corporation of Audiovisual Media

HYBRID TV

User evaluation

Study done by the Catalan Corporation of Audiovisual Media

Phases and methods

Etapa 1: Preparatoryvisits

Etapa 2: Observationand interviews

Etapa 3: Group interviews

Usage log Interview and contextual observation

Focus Group

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General results: Evaluation

Highly positive Very useful service that meets expectations

“it’s very innovative; this is the TV of the future”

“as a product, it’s brilliant”

“it’s a new way of viewing TV”

6Study done by the Catalan Corporation of Audiovisual Media

General results: Added value

Enjoy tailor-made TV to fit your schedule and life style

General results: Added value

Discover and enjoy a wider variety of programs

General results: Added value

Search for what you want endto dependence on programmingschedules

General results: Added value

No more computer dependence

Parts of the service: What interests most

PROGRAMMING

VIDEO A LA CARTE

Study done by the Catalan Corporation of Audiovisual Media

Typical behavior to skip over TV commercials

Advertising

If commercials were unavoidable:• Only one in pre-roll• Related advertising• Personalized advertising

Study done by the Catalan Corporation of Audiovisual Media

•GROUP 1: “I have no time.”• Ages 30 to 45• Children under 10• Technology users

•VERY SATISFIED BY HOW IT HELPS TO OPTIMIZE TIME)USERS DEMAND:

• EASE OF USE AND SPEED • CONTENT SEARCH ENGINES• VARIETY

Social groups

Study done by the Catalan Corporation of Audiovisual Media

•GROUP 2: “I don’t want any complications.”•Ages 45 to 55•With children: teenagers or < 10 •Basic technology users

•THEY LOOK FOR CUSTOMIZED INNOVATION•THEY DEMAND SIMPLICITY•THEIR REFERENCE POINT IS THE PROGRAMMING SCHEDULE•THEY ARE OPEN TO ADVICE

Social groups

Study done by the Catalan Corporation of Audiovisual Media

•GROUP 3: “I want it all...and more.”•Under 30•Without children (they’re the children)•Advanced technology users

•TV COMES CLOSE TO THEIR CONSUMPTION IDEAL•THEY DEMAND COMPLEXITY AND PC SERVICES•COMPULSIVE WEB SURFERS•IT’S NEVER ENOUGH

Social groups

Study done by the Catalan Corporation of Audiovisual Media

•GROUP 4:•Over 55

NO SAMPLE

Social groups

Study done by the Catalan Corporation of Audiovisual Media

•TV – IP hybrid. A successful case•Catch up is the key application•Increases consumption of successful programs•Allows users to view programs outside of programming schedules•Requires a new kind of TV advertising•Viewers demand ease of use and open environments•Limited increase of the number of young consumers •Service is more important than image quality

HBB: Key aspects

Study done by the Catalan Corporation of Audiovisual Media

Thank you very much.

Joan Rosésjroses@activamultimedia.com