ITV – It’s Here! Ben Mendelson, Pres. ITV Alliance iTV – It’s Here! Ben Mendelson, Pres. ITV...

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iTV – It’s Here! Ben Mendelson, Pres. ITV Alliance General Session

Transcript of ITV – It’s Here! Ben Mendelson, Pres. ITV Alliance iTV – It’s Here! Ben Mendelson, Pres. ITV...

Page 1: ITV – It’s Here! Ben Mendelson, Pres. ITV Alliance iTV – It’s Here! Ben Mendelson, Pres. ITV Alliance General Session.

iTV – It’s Here!

Ben Mendelson, Pres.

ITV Alliance

iTV – It’s Here!

Ben Mendelson, Pres.

ITV Alliance

General SessionGeneral Session

Page 2: ITV – It’s Here! Ben Mendelson, Pres. ITV Alliance iTV – It’s Here! Ben Mendelson, Pres. ITV Alliance General Session.

What is iTV?

for the viewer: It’s about the “thumb”. It’s about new things you can do with the

remote control.

for the advertiser: It’s about a new relationship with the viewer. New Tools. New Value. New Opportunity.

Page 3: ITV – It’s Here! Ben Mendelson, Pres. ITV Alliance iTV – It’s Here! Ben Mendelson, Pres. ITV Alliance General Session.

Alphabet Soup VOD (video on demand) IPG (interactive program guide) DVR (digital video recorder) eTV (enhanced Television) xTV (extended Television) Home-entertainment gateway

Page 4: ITV – It’s Here! Ben Mendelson, Pres. ITV Alliance iTV – It’s Here! Ben Mendelson, Pres. ITV Alliance General Session.

iTV is here. TODAY Over 30M homes have digital set top boxes (DSTB). All

have IPGs. Many have eTV. Over 40M homes regularly use a computer or cell phone

while watching TV. Over 10M homes have digital cable. This will double in

2004. And double again in 2005. Over 60% of the UK is iTV-enabled. The rest of Europe and

parts of Asia are close behind. Over 100 companies have joined together to form the iTV

Alliance.

Page 5: ITV – It’s Here! Ben Mendelson, Pres. ITV Alliance iTV – It’s Here! Ben Mendelson, Pres. ITV Alliance General Session.

ITV advertising is here. TODAY ITV turns TV ads from passive, impression-

based Branding into targetable, trackable Direct Marketing

Kraft, P&G, GM, etc. have been deploying successful iTV campaigns. Not testing, not trials, not prototypes.

You don’t need 20M homes to be effective. 10,000 relationships are more valuable than 1million eyeballs.

Page 6: ITV – It’s Here! Ben Mendelson, Pres. ITV Alliance iTV – It’s Here! Ben Mendelson, Pres. ITV Alliance General Session.

ITV is an opportunity. Not a problem.

An opportunity to find receptive, opt-in, niche audiences

An opportunity to track the effectiveness of a campaign

An opportunity to build and reinforce consumer relationships

Page 7: ITV – It’s Here! Ben Mendelson, Pres. ITV Alliance iTV – It’s Here! Ben Mendelson, Pres. ITV Alliance General Session.

iTV – It’s Here!

Marty Yudkovitz, Pres. Tom Hagopian, GMTiVo Open TV

Adam Gerber, SVP Karin Goss, SVPMediaVest WW GM MediaWorks

General Session General Session