Television Symposium Tackles Convergence Head On
Digital switch-off, audience measurement and the impact of convergence on traditional spot advertising are just some of the big issues due for discussion at this year’s forthcoming European Television Symposium in Berlin.
The two day event, entitled Managing Change, will see a range of international speakers examine the state of the industry by asking what lessons can be learned from the analogue switch-off in Berlin and the recent experiments with digital terrestrial television in Italy.
Hans Hege, director of Medienanstalt Berlin-Brandenburg, will assess the future of terrestrial television following the digital switch-over and David Mercer, vice president of Strategy Analytics, will look at how convergence affects television viewers.
The task of television audience measurement has been a contentious issue over the last few months with the rise of GfK’s personal people meters and various technological advancements in the industry putting increasing pressure on established trading currencies.
With this in mind, BARB’s research director, Tony Wearn, will discuss the challenge of interactivity, whilst ATR Australia’s David Ellem and Jim Blundell from Survey Audits examine the effect of system parameters on viewing estimates. Data from a range of personal people meter trials will also be published in a move that will shed considerable light on their effectiveness.
The problems facing commercial broadcasters across Europe will also come under the spotlight. Jesus Oliver, head of research at Mediaedge:cia Spain, will look at the rise of the internet and its effect on television efficiency. Simon Francis, director of strategy at OMD Europe, will suggest twenty alternatives to spot advertising and GfK Fernsehforschung’s Christoph Tillmanns, will present a new instrument for assessing the effectiveness of television advertising.
The final session of the event will turn its attention to high definition television, with Terry Verbiest, communications director at Euro 1080, explaining why the medium is back on the agenda. There will also be a panel discussion involving Digital TV Group’s Marcus Coleman and David Mercer from Strategy Analytics.
The rapidly evolving state of the radio sector will also come under scrutiny at this year’s annual European Radio Symposium, which will hear from a range of high-profile industry speakers including CRCA chief executive Paul Brown and BBC Radio’s head of research Jo Hamilton.
The event will also take an in-depth look at radio audience measurement with the publication of data from electronic meter trials carried out in Canada, Russia and across Europe. The findings are of particular significance in light of Kelvin MacKenzie’s attempt to sue RAJAR over the alleged “inaccuracy” of its research (see MacKenzie To Claim £66 Million In Damages From RAJAR).
This year’s European Television and Radio Symposiums will take place in Berlin between 10 and 12 November. Further details can be obtained from Mike Sainsbury on 01822 618 628.
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