Standing out in a world of TV clutter
In a week that saw Project Canvas given a new (real) name, YouView, and a launch date (by July 2011); further discussion of 3D and some potential delays to 3D growth; and more revealed about Google TV, it’s a comment from William Cooper of informitv (writing about Google TV) that I think is worth dwelling on:
“Browsing television will no longer be confined to flicking through channels looking for something to watch. If viewers know what they want, they will be able to find it. The problem may be knowing what they want to watch…”
We have discussed this area at a number of our recent MediaTel Group TV events, but the discussion has usually dwelt longer on the variety of new EPG search opportunities that the consumer will have.
The real issue that must be stressing programme makers and broadcasters now is channel, brand and programme marketing in this cluttered world where internet comes to TV (or should that be vice versa in some cases?).
Further to this, one assumes there will be more brands within brands too – if I am watching YouView presumably there is an over-riding YouView brand before I get to the programmes, each of which will then carry its relevant channel brand…Clutter.
Then presumably the hefty marketing of the YouView service is in some contrast to the current emphasis on live – “tune in at 7pm tonight.” To the BBC, it matters not; to commercial broadcasters, a significant live audience to report in the overnights from time to time is still a pretty important measure. Where are we going to see the marketing emphasis put?
Overall, how much more inventive will the marketeers need to be in getting their programme or station brand to the fore as we become surrounded by devices, brands within brands, cleverer EPGs, internet on the telly… and all those viewing choices.
Your Comments
Of course marketing to your existing users in order to encourage them to consume more, more often is, and always has been, the low hanging fruit.
Unfortunately, with less and less concern with building a schedule and more focus on cost, it is a route that appears more and more inevitable.
If you’re negotiating the price of a press campaign on circulation figures (from which no coverage and frequency can be calculated) rather than readership, then who cares about bringing in ‘new’ consumers who are not given any greater value than the delivery of old consumers more often?
If you’re a TV station with a very broad patronage (ITV being the classic) then the emphasis is on placement of promotion on your own channel. If you’re Sky, it may well be the case that the main reason for not viewing is non reception – in which case the use of other media to promote subscription becomes the priority and is probably good value (if it works) whatever the cost premium.
Despite all the evidence published over the years that marketing media works, most channels and programmes fail to understand that on-air promotion is only useful for people currently watching the channel. If they want to attract viewers currently not watching or watching elsewhere then other media have to be used.
How is it that not one TV channel or programme has ever tried to reach me via email, text, twitter or via my website?
Even Sky, who probably know more about my viewing habits than anyone, are content with on-air promotions and a general magazine targeted to “everyone”. Why haven’t they digested my viewing and ensured I am contacted about viewing opportunities for similar programmes?
It’s sad that so many media are stuck in manufacturing, and have never invested in marketing. The media businesses that rely most on marketing investment for much of their revenue are just plain out of touch when it comes to marketing themselves.