Archive for the ‘Media Convergence’ Category

The other day over the Easter break my five year old nephew asked me a straight forward technology based question, he said “Uncle, can you fast forward the adverts on the television because I hate adverts, they are so boring?” When I got in front of the television, I realised he was watching live TV, and explained to him that generally you can only fast forward adverts if you are watching a recorded program, or if you have paused live TV at some point earlier and you are simply catching up to the point of live transmission. Obviously, I had to use other words and maybe showed some examples of how this would work, but I thought wow, do the next gens really hate adverts? Not really, I feel that that the next gens really don’t react to passive media because their world from day dot is all about interactivity. Therefore until the Internet has converged with the TV, (and we really are not too far away from that) then television adverts cannot create conversions like true digital advertising currently does.

During my experience of using the Internet, I realised a long time ago that adverts as a minimum need to be interactive. If I as a consumer have any interest in a company’s product or service, then what I need more than anything is an emotional interactive experience. To date, I have only come across a small number of these styles of adverts. The first was a banner advert for Gran Turismo 4. It was not just a simple banner advert, it was an invitation to interact with a brand that I love. The advert asked me to play a few videos, and position the in built camera within the video to a point that would capture, what I thought would be a great photograph. The images were then submitted into a competition. I was on that advert for 2 hours, yes that’s right, 2 hours. That is the power of digital advertising, yet still thousands of companies spend thousands of pounds on boring click through adverts.

Now Apple has announced that it is going to allow developers to create adverts that are exactly this type in nature. So when you see an advert, you know that you are not just going to click through to a boring brochure based website, but you can look forward to a fully interactive emotional experience.

Apple told the world about apps, even though Windows Mobile users were already using apps. Now Apple is going to tell the world about creating interactive adverts even though it’s nothing new. But they are going to do it on the mobile, so how long is it going to take the rest of the digital media to catch up?

Watch a demo of iAd below courtesy of lightstab :

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Watching television and movies is a major part of my life. Being brought up during the 80’s using Video Recorders I saw at first hand how Betamax lost to VHS in the video rental market. What did happen during that struggle was I developed a need to control what I liked by recording it directly from the television.

Today the Internet allows us we can access television shows that we may have missed online, we can rent or buy movies, we can record shows directly to our PCs and we have the support of the digital controls of Digital Video Recording, like TiVo and Sky+. Not forgetting the various other streaming services like Zatoo and the thorn in every major content providers back side…file sharing.

The other way the Internet has changed what we watch is information surrounding movies, shows and actors, which really is the fuel powering our need to find and experience the shows we want. Television services like the NBC, BBC and Sky don’t tend to team up with companies like IMDB, or their own websites to provide users with some of the missing information. In the same way DVDs don’t have an integrated approach with the Internet. But later this year, that is about to change.

TiVo, the company that showed us why we need a DVR back in 2000 is bringing the Internet to its DVR Guide. So now, when you search for a TV show or movie you can access more content which is being streamed from the Internet which is directly related to your search. That’s definitely a step forward. Now we need a way of sharing what we watch with our friends in a private network on the same interface, now that would save time.

Find out more about TIVo Premiere at :

http://www.tivo.com/products/tivo-premiere/index.html

Some reviews found on the web :

http://www.engadget.com/2010/03/02/dnptivo-premiere-and-premiere-xl-usher-in-a-brand-new-interface/

http://technology.timesonline.co.uk/tol/news/tech_and_web/the_web/article7050684.ece