Luke Reaper Director. 2 J.1154 P ROJECT ‘X’ 3 J.1154.

Luke Reaper

Director

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PROJECT ‘X’

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Firstly change is constant, however

the pace of change is notably new.

What’s Different Now?

Harvard Business Review September 2010

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This increased pace has propelled us into the midst of a

connectivity revolution: where instant communication

and connection is becoming the norm

between C2B, B2B, B2C, C2C, celebrities, politicians, culture, classes, etc.

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However, some might argue there is:

Too much connectivity … but not enough ‘real’ connection

Too much familiarity … but not enough intimacy, compassion or empathy.

Thus the social hierarchy between brand and consumer is a changing from a parent-child relationship to one of adult-adult, one of at least

equals ... almost a co-creation stance.

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Source: Marketing Week

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A Changing Irish Media Landscape

RTÉ One RTÉ Two TV3 TG4 BBC1/2/3/4 UTV/ITV C4 Sky Channels Etc

TV

Various websites RTÉ Player RTÉ mobile Sky mobile TV TV3 Player TG4 Player BBC iPlayer UTV Player Etc.

Online

PML JCDeacu

x Etc

Outdoor

RTÉ Radio 1 RTÉ 2FM RTÉ Lyric FM RTÉ Radio na

Gaeltachta Today FM Newstalk 106 Local/regional

Radio Etc.

Radio

Being a media owner has changed

Newspapers

Irish Independent Irish Times The Irish Examiner The Irish Daily Star The Irish Sun Sunday Times Sunday World Sunday Independent Sunday Tribune Irish NOTW Local newspapers

(eg Galway Independent, Evening Echo, Westmeath Examiner)

Etc.

RTÉ, UTV and BBC

Con

solid

ati

on

ConsolidationIndependent

news & media

TCHTCHTCH

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This Connectivity Revolution has posed a Number of Challenges

Such as the consumer – brand relationship with newer consumer touchpoints.

But others less defined … with some people still wondering what the questions are, never mind what the answers might be!

Total audience reach across a range of media touch points.

Some well defined

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PROJECT ‘X’

To Advance our Knowledge in this Area

Report being launched in November 2010

Behaviour & Attitudes commissioned to conduct.......

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About Project ‘X’

The Challenge: To understand how media channels fit into people’s lives nowadays … in essence joining the dots.

The Process: Integrated 3 Pronged Methodology

The same people adults 15+ nationally

representative sampleQuantitative

200 quantitative one week

diaries

Launching report in

November 2010.

Qualitative10 focus groups

Vox-Pops

New & Fresh

Insights

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Meet some of Today's Consumers

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A Changing Consumer Landscape

Also, technology and the connectivity revolution has accelerated the need for cross media creative thinking as consumer behaviour evolves.

People do not live in media silos … they never did!

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Themes that are Emerging

Result?

More free time and the need to entertain themselves at home

“We’re staying in a lot more drinking wine”

“More staying at home, less eating out”

“Going to the cinema now with 2 adults and 2 kids is €40 like – that’s gone”

“€5-7 bottle of wine, 2 litres of coke and pig out on the couch and The Late Late”

The value of family re-emerging

In essence we must get creative in terms of how we approach cross media. In particular the role for TV, radio and online and synergies between the ‘3 Musketeers’.

We all know unemployment is high and people have less disposable income.

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Themes that are Emerging People are choosing what they want to watch – when and how they

want to watch it.

A prime example of how media caters for our modern lives is the RTÉ Player and the RTÉ app.

Allows freedom to live life – not stuck to a rigid schedule

Captures previously lost audiences

Those who missed programmes

Catch-up on what people are talking about at work

“My brother downloaded it (App) for me. I just press on it and it comes up and I read what I want to read – watch to ‘my’ schedule”

“With the young lads in the house you can’t watch anything ‘till after 9pm – I get the laptop out then (RTÉ Player)”

“If I missed Catherine Lynch or Fair City … or No Frontiers – they were doing a thing on Greece and I was going but I missed it (on TV)”

“If I go to the pub on a Friday for a few pints, then you can catch up. The other night I wanted to see this interview (Late Late Show) so I got it on the player Saturday morning with a hangover”

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It’s about realising that often the same consumer is touching

various Media points, often from the same content provider, throughout the day.

People’s lives are dynamic, they do not consume media in silos.

But if we are creative we can reach out and touch them at various points throughout the day.

“I listen to the Morning Show (RTÉ Radio 1) on the way to work – have to have it on – to know if there is anything happening. 2fm on the

way home then – it has some news, but there is music and they are doing a thing at the moment which is like ‘Reeling in the Years’ (I

don’t want to hear news after work)

… they played MC Hammer … I was only 8 at the time! The children like ‘Reeling in the Years’ as well or sometimes Lyric fm to keep them

quiet!

I’d look at the website (RTÉ.ie) during work (lunchtime)

Then its TV in the evening.

The RTÉ Player, if you miss a programme, is very good – it’s on it for 2 weeks so you can catch up”

Note the traditional mediums such as Radio still highly powerful.

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In these difficult times – content is King!… while we have become insular as a nation – we still want world news.

… while we say we do not listen to the “crisis” – at minimum we take a sneaky look

… people want to vent … and radio is still the peoples voice … with many noticing how it has embraced new technologies (SMS, Twitter, Facebook).

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Hence we must consider the brand advert experience - it could be different.

One of the outputs of Project ‘X’ will be to understand people’s frame of mind when consuming advertising via different mediums.

… is it a more individualistic, focused moment watching an advert on RTÉ Player?

… is it potentially a more sociable, relaxed moment watching an advert on the TV set?

TV shows now being watched in a variety of ways (eg TV set, laptop … soon mobile)

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Look behind the numbers!

Brand owners … remember media brands are just that .. brands in their own right

Are all TVRS really the same?

Credible

An institution

Irish

Local

Depth

Quality Up to date

Sensationalist

Tabloid

Repetitive “one story and

that’s it” “when Diana

died they were nearly happy – it went on for

days”

Big Breaking Stories

“Probably have the reporter

down the mine!”

World (and UK News)

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RTÉ – A Day in the Life

We all know the strength of RTÉ … but let us listen to consumers talk.

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Project ‘X’ – Launches

November 2010

Thank you

Report being launched in November 2010

PROJECT ‘X’

Luke Reaper Director. 2 J.1154 P ROJECT ‘X’ 3 J.1154.

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