As the Internet Protocol Television machine begins to raise and dominate our lives media policies, political economies will have to adapt. Change is necessary to keep up the increasingly abstract interests of Television consumers and the technology that provides them with entertainment.
First the issue of storage and streaming must be solved. In this new user generated and consumer driven environment digital storage devices will need the ability to aid consumers in finding content, organizing and secure their private data which marketers will monitor for addressable advertising. As the erosion of television scheduling occurs spectators will need to be encouraged to find and share content that matches their interests. Interest based programing will also need to be archived so viewers can continue to revisit content.
Streaming digital television presents another challenge for IPTV. Stations and networks will have to continue to provide uninterrupted service of media or risk loosing their audience. IPTV providers will have to decide the most efficient way how to get broadcasting signals. Bandwidth becomes another problem for IPTV providers. Television that pauses or skips will frustrate spectators who are used to instant gratification. If a signal is dropped or paused there has to be an instant and reliable way to retransmit signals to viewers or stations and networks will loose their audience.
Issues of how consumers are being watched by advertisers and how consumers can find interest based content systems should be examined closely. Industry news and blogs are primarily concerned with how to maintain marketing systems in a digital space that encourages separation from the real when they should be concerned about content. By controlling content and utilizing creative approaches to TV entertainment advertisers could create content that transforms viewers into segmented subcultures that brand lifestyles and people. Content and products that emphasizes lifestyle and turn it's viewers into apart of it's franchise include Star Trek's "Trekies", Star Wars "Fanboy's", and Apples icult of apple consumers. One way to reach and create loyal consumer bases is have a reliable measurement and distribution system that allows people who have freedom of choice over content to quickly find content. Measurements in place that have the potential to accomplish this easily are TV content ratings systems and audience measurement systems.
TV content systems allow viewers a brief summary of the suitability of a program for various audience segments. Audience measurement systems examines audience segments in relation to viewership of television content. Media policies, and audience measurement systems have the best potential to help shape audience perceptions and interests. Merging the two ideologies together can guide viewers to content that relates to mediums and cultures individuals can not only relate to but buy into.
http://www.msnbc.msn.com/id/23712350/
http://www.msnbc.msn.com/id/23620315/
http://en.wikipedia.org/wiki/Audience_measurement
http://en.wikipedia.org/wiki/Television_rating_system
http://computer.howstuffworks.com/internet-tv.htm
http://www.iec.org/online/tutorials/iptv/index.html
http://www.att.com/gen/press-room?pid=5838
http://www.att.com/Common/merger/files/pdf/ServicePackages41907.pdf
Monday, March 17, 2008
Monday, March 10, 2008
Raise of the IPTV machine: Distribution and oragnization of Television's new frontier
As next generation broad band connections begin deliver increased bandwidth an emergent distribution system of Internet Protocol Television continues to provide new opportunities for consumers to pursue.
Following mass distribution of television over the internet, consumers will be given the opportunity to select programing a la carte. Internet Protocol Television promises custom programing delivered on demand individually or through packaged content to specific internet addresses. On demand programing versus traditional broadcasting (which transmits programing for all channels at the simultaneously) allows for content customization and increased user interactivity. With increased user participation and control over entertainment content it is not hard to imagine that consumers will also have control over advertising content. Efficient interactivity will lead to efficient advertising but could be limited to the types of segments consumers invest their interests in. Sharply targeted programs will allow advertisers to track internet usage and buyer patterns.
Internet Protocol Television will also use technology to dissolve local, national and global boundaries. One such example of technology that allows for media consumers to choose interest based programing and dissolve traditional TV boundaries is "Slingbox". Slingbox is a TV streaming device that enables users to remotely view programming from an Internet-enabled computer with a broadband internet connection. By redirecting live Audio/Video signals from a cable box, satellite receiver, PVR, or other Audio/Video source to the viewer's PC, TV, or mobile receiving device located anywhere nearby creating migrant programing. Whether at home, office, or traveling viewers are allowed to remain interconnected to their local, national or worldwide communities.
IPTV also has the potential to further community building. While consumers continue to get access to interest based media with the portability to travel across organizational, temporal, and spacial boundaries opportunities to share resources, risks, and beliefs will lead to the development of social cohesiveness through identity sharing. Data portability, user generated content, and increasing interactivity in Digital TV media will permit media consumers have the power to advertise ones leisure activities and connect to others who share the same interests building communities across the globe.
http://www.slingmedia.com/
http://www1.alcatel-lucent.com/bnd/news/ip/heavy_reading/HR_wp_Assuring_QOE_4_IPTV.pdf
http://www.news.com/A-la-carte-TV/2100-1038_3-5980800.html
http://www.indiana.edu/~telecom/faculty/waterman/InternetTV_bus_mod.pdf
http://www.techcrunch.com/2008/02/28/data-is-the-new-links-tim-berners-lee-says-sites-that-dont-give-users-their-data-back-are-boring/
Following mass distribution of television over the internet, consumers will be given the opportunity to select programing a la carte. Internet Protocol Television promises custom programing delivered on demand individually or through packaged content to specific internet addresses. On demand programing versus traditional broadcasting (which transmits programing for all channels at the simultaneously) allows for content customization and increased user interactivity. With increased user participation and control over entertainment content it is not hard to imagine that consumers will also have control over advertising content. Efficient interactivity will lead to efficient advertising but could be limited to the types of segments consumers invest their interests in. Sharply targeted programs will allow advertisers to track internet usage and buyer patterns.
Internet Protocol Television will also use technology to dissolve local, national and global boundaries. One such example of technology that allows for media consumers to choose interest based programing and dissolve traditional TV boundaries is "Slingbox". Slingbox is a TV streaming device that enables users to remotely view programming from an Internet-enabled computer with a broadband internet connection. By redirecting live Audio/Video signals from a cable box, satellite receiver, PVR, or other Audio/Video source to the viewer's PC, TV, or mobile receiving device located anywhere nearby creating migrant programing. Whether at home, office, or traveling viewers are allowed to remain interconnected to their local, national or worldwide communities.
IPTV also has the potential to further community building. While consumers continue to get access to interest based media with the portability to travel across organizational, temporal, and spacial boundaries opportunities to share resources, risks, and beliefs will lead to the development of social cohesiveness through identity sharing. Data portability, user generated content, and increasing interactivity in Digital TV media will permit media consumers have the power to advertise ones leisure activities and connect to others who share the same interests building communities across the globe.
http://www.slingmedia.com/
http://www1.alcatel-lucent.com/bnd/news/ip/heavy_reading/HR_wp_Assuring_QOE_4_IPTV.pdf
http://www.news.com/A-la-carte-TV/2100-1038_3-5980800.html
http://www.indiana.edu/~telecom/faculty/waterman/InternetTV_bus_mod.pdf
http://www.techcrunch.com/2008/02/28/data-is-the-new-links-tim-berners-lee-says-sites-that-dont-give-users-their-data-back-are-boring/
Sunday, September 23, 2007
I thought I told you that we wont stop
http://www.msnbc.msn.com/id/19586980/
The record sales battle between Hip-Hop artists 50 Cent and Kanye West gave me the opportunity to reflect on what marketing strategies were used to help drive their record sales. While reading this article I thought of the impact images and image branding had in the 50 Cent and Kanye West record sales battle in relation to the marketing world. In this case the brand is a personality with an associated lifestyle. Often entertainment brands on the image of wealth and hipness in order to sell a product to potential consumers. In the case of Hip-Hop music and culture it is record sales and if present clothing or other products that can be synergistic into the image being branded.
Hip-Hop is a great example because of the uncertainty of success. In the music industry artists diversify their brand to maximize their potential profits. Being open to new opportunities can create new markets to explore and capitalize on. Entrepreneurs can promote, and price wares through clever product placement in lyrics, commercials and music videos. This promotion creates publicity in products while becoming an integral part of the entrepreneurial "persona" hip-hop performers create.
Associating goods to a mass produced media image or associating a "persona" with a product or service continues to be one of the many ways businesses gain revenue from more than one source. Thus products can sell throughout diverse demographics when attached to different marketing strategies. One compelling thing about image and personal branding is the success of these products can come from the self-packaging of a celebrities life experiences, lifestyle, and career.
The record sales battle between Hip-Hop artists 50 Cent and Kanye West gave me the opportunity to reflect on what marketing strategies were used to help drive their record sales. While reading this article I thought of the impact images and image branding had in the 50 Cent and Kanye West record sales battle in relation to the marketing world. In this case the brand is a personality with an associated lifestyle. Often entertainment brands on the image of wealth and hipness in order to sell a product to potential consumers. In the case of Hip-Hop music and culture it is record sales and if present clothing or other products that can be synergistic into the image being branded.
Hip-Hop is a great example because of the uncertainty of success. In the music industry artists diversify their brand to maximize their potential profits. Being open to new opportunities can create new markets to explore and capitalize on. Entrepreneurs can promote, and price wares through clever product placement in lyrics, commercials and music videos. This promotion creates publicity in products while becoming an integral part of the entrepreneurial "persona" hip-hop performers create.
Associating goods to a mass produced media image or associating a "persona" with a product or service continues to be one of the many ways businesses gain revenue from more than one source. Thus products can sell throughout diverse demographics when attached to different marketing strategies. One compelling thing about image and personal branding is the success of these products can come from the self-packaging of a celebrities life experiences, lifestyle, and career.
Wednesday, August 29, 2007
Searching for an audience
http://www.msnbc.msn.com/id/20482960/
When doing Marketing Research one of the most important things is to know your audience. While I realize that I am getting ahead of myself I wanted to stress this point primarily because the information one gets in doing marketing and opinion research comes from the consumer. This is a way for the public to communicate with businesses and data mine to identify problems, examine opportunities, or improve customer satisfaction.
The link posted above mentions PAX. The three day festival, PAX (Penny Arcade Expo), is more like a trade show where game developers can demonstrate their games to consumers. In this venue face to face communication with consumers allows developers the opportunity to demonstrate and exhibit new products while obtaining an idea of who their general audience is. It also offers a great forum for feedback and direction for developers if they decide to pursue product or opinion research from their audience about their products or brand.
Conventions are also a good venue to do competitor analysis or network for collaboration. Taking time to asses the strength's and weaknesses of current or potential competitors could give developers insight on how to gauge the performance of their product or brand. Such information could lead to strategic restructuring or improvement of products leading to gaining a bigger share of the industry market. Another outcome could come through collaboration. For instance within this particular article a contest is held for developers to pitch their ideas to industry insiders and professionals. One particular pitch is made for a video game that gets better graphics as you progress through the game. Such collaboration between an industry outsiders and insiders won the aspiring developer a contact into the industry and the insiders a better idea of the innovation new developers are coming up with.
When doing Marketing Research one of the most important things is to know your audience. While I realize that I am getting ahead of myself I wanted to stress this point primarily because the information one gets in doing marketing and opinion research comes from the consumer. This is a way for the public to communicate with businesses and data mine to identify problems, examine opportunities, or improve customer satisfaction.
The link posted above mentions PAX. The three day festival, PAX (Penny Arcade Expo), is more like a trade show where game developers can demonstrate their games to consumers. In this venue face to face communication with consumers allows developers the opportunity to demonstrate and exhibit new products while obtaining an idea of who their general audience is. It also offers a great forum for feedback and direction for developers if they decide to pursue product or opinion research from their audience about their products or brand.
Conventions are also a good venue to do competitor analysis or network for collaboration. Taking time to asses the strength's and weaknesses of current or potential competitors could give developers insight on how to gauge the performance of their product or brand. Such information could lead to strategic restructuring or improvement of products leading to gaining a bigger share of the industry market. Another outcome could come through collaboration. For instance within this particular article a contest is held for developers to pitch their ideas to industry insiders and professionals. One particular pitch is made for a video game that gets better graphics as you progress through the game. Such collaboration between an industry outsiders and insiders won the aspiring developer a contact into the industry and the insiders a better idea of the innovation new developers are coming up with.
Tuesday, August 28, 2007
Science of play
http://www.wired.com/gaming/virtualworlds/magazine/15-09/ff_halo
I saw this article in W.I.R.E.D magazine and wished I still had the paper I wrote in college about user interactivity in Halo 2! During my senior year at the University of Iowa I wrote a paper describing how perception within video games was similar to that of film. Yet video games demand a higher level of interactivity and world definition to become a believable, static environment to the user who is interfacing with a joy stick to simulate an actions that creates a reaction.
The above is a link to wired magazine discusses one key developmental procedure used in the of making Halo 3. This procedure of tracking, sorting, and utilizing data, given from game play, allows Bungie's game developers to improve how users perceive and interface with Halo3's digital/graphical simulated gaming world. They turned it into a more user friendly experience in efforts to make game play fast, fun, and balanced. Sounds very similar to what Marketing Researchers do.
But, instead of tracking product cycles the researchers at MGS User Research are tracking cognitive human behavior and analyzing how the mind reacts to it's environment through digital perception. Many of the User Research Engineers and Leads have interests that include "the study of player-to-player interaction in multiplayer games and social matchmaking systems". I can definitely see how this can help make video gaming into a legitimate sport as stated in this article. It could also serve as an interactive model for advertising and marketing within the game.
I need to call these guys and learn more about what they do, what skills need to be learned, if they plan to grow, where I can gain experience doing this. I brightened up my otherwise frustrating day.
I saw this article in W.I.R.E.D magazine and wished I still had the paper I wrote in college about user interactivity in Halo 2! During my senior year at the University of Iowa I wrote a paper describing how perception within video games was similar to that of film. Yet video games demand a higher level of interactivity and world definition to become a believable, static environment to the user who is interfacing with a joy stick to simulate an actions that creates a reaction.
The above is a link to wired magazine discusses one key developmental procedure used in the of making Halo 3. This procedure of tracking, sorting, and utilizing data, given from game play, allows Bungie's game developers to improve how users perceive and interface with Halo3's digital/graphical simulated gaming world. They turned it into a more user friendly experience in efforts to make game play fast, fun, and balanced. Sounds very similar to what Marketing Researchers do.
But, instead of tracking product cycles the researchers at MGS User Research are tracking cognitive human behavior and analyzing how the mind reacts to it's environment through digital perception. Many of the User Research Engineers and Leads have interests that include "the study of player-to-player interaction in multiplayer games and social matchmaking systems". I can definitely see how this can help make video gaming into a legitimate sport as stated in this article. It could also serve as an interactive model for advertising and marketing within the game.
I need to call these guys and learn more about what they do, what skills need to be learned, if they plan to grow, where I can gain experience doing this. I brightened up my otherwise frustrating day.
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