New Media, New Audience?Arts Council Conference 25th November 2008

Grace Berkery, RTÉ Audience Research

Source: Radio - JNLR TNS-mrbi 2007/4 and 2008/2, TV – AGB Nielsen Media Research, Jan-Dec 2007 and Establishment Survey, 2008

Traditional Media Continue to Dominate

• 3M or 84% of adults listened to radio on the average weekday in 2007

• 3hrs 47mins spent listening(average peak time 0700-1900 listener)

% Ever % Past MonthLive Streaming 11% 7%TV Set 12% 6%Mobile Phone 12% 7%

98% of households have a TV

Multiple sets in TV homes: – 52% have 2+ sets– 18% have 3+– 6% have 4+

FM, FM, FM! Just over 1 in 10 adults have ever listened to radio via non-traditional means

• 2.3M or 70% of adults watched TV on the average weekday in 2007

• 3hrs 12mins spent viewing(average peak time 1800-2329 viewer)

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Traditional Media Day

Linear schedules

Source: TV – AGB Nielsen Media Research, Total TV, Radio – TNS-mrbi JNLR. 2007 Any Radio Mon-Fri average for adults 15+ nationally

Source: Internet - JNIR July 2007-June 2008, TV Homes – AGB Nielsen Media Research Establishment Survey 2008

Time-shifted / Non-linear Consumption

9% of TV homes have a PVR (DVR)Regular users; 4 out of 5

use it weekly or more often 4% of adults have watched TV/videos online in the past

month (9% of internet users)

2% of adults have listened to/downloaded a podcast in the past

month(5% of internet users)

We typically watch or listen ‘live’ at the moment of broadcast

There is a growing appetite for the opportunity to ‘catch-up’ after the event, especially among younger adults

Source: ABC Electronic May 2008. Nuala O’Faolain data is from RTÉ.ie, Urchin, Google Analytics

RTÉ.ie: Time-shifted Media

2.4M Content Streams

Video/Audio, Live/On-demand May 2008

2,372,941 RTÉ.ie May 2008 ABCe

650,000 Podcast/MP3 Downloads May 2008647,711 RTÉ.ie May 2008 ABCe

Currently 100+ titles available via RTÉ.ie

Marian Finucane interview with Nuala O’Faolain on 12th April 2008

Downloaded: 67,000 times post broadcast

Current JNLR figure is 347,000 on average Saturday(TNS-mrbi 2008/3 programme timeblock reach)

These figures are not consolidated back into JNLR or TAM Ratings

2000

Programme podcast available on RTÉ.ie

2005

2007

Online streaming via RTÉ.ie

On Digital TV EPGs

DAB Digital Radio trials, with new & existing services

1st podcast only programme

2008

RTÉ Radio Content

Six new RTÉ Digital Radio Services online & via DAB:

• RTÉ Pulse• RTÉ 2XM• RTÉ Chill• RTÉ Choice• RTÉ Junior• RTÉ Gold

Availability is key!

RTÉ Television Content

2008: 24-hour news service, streaming (& on-mobile)

2007: GAA Media Player

Live and On-demand via RTÉ.ie

Next Steps…

Digital Terrestrial Television (DTT): trial from 2006, planned launch 2009

RTÉ Media Player planned launch of IPTV ‘catch-up’ service in Q1 2009

User friendly way to access RTÉ programme content on one service

Various dedicated content services on RTÉ.ie

Some web-only content streamed via RTÉ.ie

RTÉ One and RTÉ Two are available in 98% of Irish TV Homes via many reception types

Source: TV Homes – AGB Nielsen Media Research Establishment Survey 2008

Going to the Audience… Beyond RTÉ

RTÉ’s YouTube site

View video content via www.youtube.com/rte & ‘click’ back to RTÉ.ie

RTÉ Drama: A New Approach

• New production model where the audience is viewer and commissioner

• Episodes created for Internet; viewed & voted for onlineo 1 winning team will create a full series of 6 episodes

o Aimed at under 30s, but primarily 19-24s

o Attract new audiences & develop new TV talent

Over 4,000 hits on www.rte.ie./storyland over October & November (to date)

122 submissions received by deadline of 17th November

Putting the Audience First