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Discovery ResearchOctober 2011
BBC IPTV – Unlocking the Gateway
Qualitative Research Report
Background
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Background
The BBC’s IPTV services have so far been developed as discrete propositions (iPlayer, News etc), and while individual divisions will continue to develop their offer for IPTV, the BBC are now looking at developing a single entry point or ‘gateway screen’ for BBC content in the IPTV space. On integrated connected devices, this gateway screen would operate at the push of a ‘connected’ or ‘red button’, jumping off the linear TV experience, much in the same way the existing Red Button bridge does now. The gateway screen might also be accessed from the menu page of a Connected TV – the ‘App Store’, if you like.
The BBC now has the opportunity to conduct audience research to feed into the development of this IPTV gateway screen. The project, run in conjunction with key stakeholders from across the business (Vision, Audio and Music, Future Media and Journalism) took a Pan-BBC approach.
The scope of the research project was to look at how the gateway can open the door to the content the BBC will provide in the on-demand IPTV space.
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Research Objectives
The ultimate aims of this research were:
1. To provide insights to help the BBC IPTV gateway screen exploit basic user needs (and dreams) around existing content consumption and understand the triggers that might entice further consumption through multiple screens (TV, Mobile, Tablet and PC)
2. To understand expectations from the BBC in this space:
• Responsibilities (care and accountability – especially with reference to children)
• Access and prominence (how the BBC might manifest on menu pages)
• Level of intrusion (how active do users want to be in this space vs how much do they want the BBC be an active partner with them)
3. To understand the relative value audiences might place on the component parts of any IPTV gateway screen in order to develop a rationale for development prioritisation
4. To provide steers on how the BBC might frame the component parts of any IPTV gateway screen – best language to use and most engaging ‘organising logic’.
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Methodology
Pre-task Questionnaire
Each respondent completed a questionnaire before attending the group discussion or depth interview. This captured current viewing behaviour; what is missing / what they would like to do; spontaneous, individual reactions to BBC IPTV concept; and initial ideas for a Gateway screen.
Extended group discussions
Household immersion depth
interviews
Telephone reflector
interviews
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Eight extended group discussions were conducted, two each in Norwich, London, Cardiff and Manchester. Within these sessions, workshop co-creation sessions (with BBC stakeholders and consumers) were run with the aim of building the optimum Gateway screen.
A further four household immersions were conducted, including the whole household, with a focus on current behaviour and content consumption in the context of home environment; includes whole household.
Within two weeks of the group discussions, a selection of respondents were re-contacted by phone, both to follow up specific questions from the interim debrief, and to explore how the BBC IPTV concept had formed in the mind of consumers, and how they saw themselves using the Gateway screen.
A multi-strand approach was used to ensure that maximum value and insight was gained from the process, and that attitudes and preferences were validated by current behaviour:
Group Discussion Flow
The group discussions were designed to provide a springboard for creative debate BUT kept genuinely open to allow respondents to articulate needs and dreams, and think outside of what is currently available. The flow of the discussions was as follows:
1Current viewing / listening behaviour 2 Spontaneous
needs and dreams
3Reactions to IPTV concept – what they want from it
4 Reactions to feature / function categories 5
Reactions to storyboard scenarios & curation frames
6 Co-creation workshop – building the ideal Gateway screen / entry point
The tools, tasks and stimulus took consumers on a journey. From a start point of limited understanding and awareness of BBC IPTV, to discussion about where, when and how the concept could fit into their lives, and the benefits it could offer. The research was well timed, being not so early that they couldn’t get the concept but not so late that attitudes were already formed and cemented.
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The Groups…
1Current viewing / listening behaviour
2Spontaneous needs and dreams 3
Reactions to IPTV concept – what they want from it
4Reactions to feature / function categories 5
Reactions to storyboard scenarios & curation frames
6 Co-creation workshop – building the ideal Gateway screen / entry point
Key Finding: The tasks and stimulus took them on a journey. Research well timed – not so early that they couldn’t get it, not so late that attitudes cemented = this is an open space.
The research was designed to actively encourage ideas and desires for BBC IPTV
without boundaries = developing an understanding of what consumers want vs
what is possible…
We allowed complete freedom to build whatever frame they wanted for the
Gateway screen
Sample
The sample was designed to represent the ‘mainstream’ audience, and split according to age and lifestage:
The sample was also designed to ensure an even mix of ‘higher’ and ‘medium’ level confidence and usage of technology products and services (screening out the extremes, i.e. those with highest and lowest levels of tech confidence and usage.)
Two groups each with:
- Pre-family
- Younger family
- Older family
- Retired / empty nester
• All enjoy watching TV and watch regularly;• All open to the concept of using IPTV in future;• Some to have and use IPTV enabled and connected devices• Some to have used the BBC red button• Some consume BBC content on their mobile or tablet
Additional criteria was as follows:
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Nature of the Sample
While themes are consistent, some key differences by lifestage:
More chaotic lifestyles / less routine; TV less important and less planned = IPTV more about managing content (via TV and other devices)
Pre-family
Family TV is all about compromise – rarely getting the opportunity to access what want. Can drive increased usage of other devices. IPTV all about winning back some ‘me-time’ and knowing can quickly get what desired when get the odd half hour.
Empty nester
Have more time per se / spend more time
watching TV / listening to radio/news; as a result TV / Radio more important to them, bigger part of their day; tend to be more organised and habitual about when consume (both day and evening); more inclined to interact via Red Button – partly a function of programme types (quiz) but also wanting to be connected. IPTV about building on this and enabling archive access.
Executive Summary
Executive Summary
If it can deliver on the features and functions that open up the content and facilitate simple on-demand content management, along with a ‘my BBC’ style binder, the BBC brand has the potential to become a destination in the IPTV space.
This is predominantly an open space, where the BBC can set expectations, not simply meet them – though audiences do anticipate and want the BBC to offer at least the functionality they have become used to on other platforms.
Audiences also identified a real opportunity for IPTV to open up the full breadth of the BBC – showcasing content from across all the BBC channels, platforms and beyond.
Many see IPTV technology as offering the means to package and deliver BBC content tailored to personal preferences by providing guided content journeys and ways of managing content. This offers a key opportunity for the BBC to differentiate in the IPTV space.
Consumers do not simply want ‘choice’, finding that numerous channels and unknowable content is overwhelming and impossible to manage in the context of busy, pressured lives, and households where there is competition for the TV.
Instead, they want ultimate flexibility, in the form of intelligent and intuitive ways of identifying the content they want, and accessing it when they want to vs via live schedule.
Respondents want a matrix of inter-related content, cross channel and cross genre to take the viewer on a journey of discovery. Rather than funnelling them into content they already know about or don’t need, they want IPTV to open the way to a wider world of BBC content they are convinced exists but fail to find.
Key Research Findings
Many struggle initially to comprehend the IPTV concept, or what connected TV will add beyond current digital plus services. Initially, the benefit to consumer of IPTV beyond current services will need clarity, although it may benefit from borrowing some of the language of paid for digital services.
There was a very strong appetite for binder-type functionality. This was a spontaneous idea and worked into a ‘My BBC’ concept during the co-creation sessions, which would allow for the storage and series-linking of content, as well as other material such as menus linked to cookery programmes. There is still some question of how personal material could be managed.Control of the live stream, via live rewind & pause etc (without having to record) feels new and different, putting the concept ahead of paid for digital TV services, with potential to connect audiences from live to IP.
Underpinning all reactions to the IPTV Gateway is a plea for simplicity, although a tension emerges with the genuine desire for real breadth in the range of features and functions available, highlighting the need for clear signposting & rapid routes to content.
Despite the desire for guided content journeys based on personal preference, there is a tension with the equal desire among consumers to feel they have made their own content discoveries. This offers the BBC an opportunity for intuitive genre based curation of content.
The best opportunity for curated journeys is to either use the current programme as a springboard (other content like this), or a personal preference from the user. Many are convinced that being able to build on content and genres will lead them into additional content that has passed them by.
Archive access could offer a real point of difference, adding depth to genre based content journeys, with especial appeal among parents for an archive of classic children’s programmes.
Main Findings
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BBC Brand Evaluation
When asked what are BBC ‘famous for’ in their world, respondents were very quick to identify what they saw as the key things the BBC are good at:
► Drama
► Documentaries
► Local coverage
► National Events
► News and Current Affairs
► Sport (inspite of Sky)
Across the sample, the BBC is highly valued and trusted for quality and breadth of broadcast content
This was the same for those for whom BBC is first port of call and those who are using other broadcast content.
The result is, there are high expectations from the BBC in future, and in the context of IPTV. There is an assumption that BBC will lead the way, act as a guide and a benchmark, just as in the on-demand space with iPlayer.
“I think for most of us, you value it for the quality,
whether it’d be news, drama or whatever.”
“I think the BBC has the standing – it is the forefront of TV today; I
know we’ve got Sky and Freeview etc., but you still view the BBC as
the big brother of it all.”
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Attitudes to Devices
As much research has demonstrated, TV is still the ‘hero’
Still a focal point in the home – the place for entertainment and relaxation, group vs solus activity,
habitual, familiar, immersive, easy and immediate response = setting it ahead of other devices…
AND prompting the spontaneous desire for IPTV
“What I really want is a TV that does everything so I don’t have to dash off and start up the computer.”
Other devices are used more for catch-up, on the move or when there is a viewing conflict in the household. The tend to be a solus activity, content is more destination led vs browsing, = second best…
“It’s also a question of watching together. If I’m watching on the computer, I’m going to do it on my
own.”
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Viewing Behaviour
1. Go to live TV first to make sure there’s nothing you are missing;
2. If there’s nothing on, go to planner;
3. And if nothing there, then go to on demand.
They tend to be more engaged when watching Live because they have PVR / OD / Plus, and therefore they have more
options = whereas they tend to be selectively choosing to watch Live TV
The Live TV experience still holds the highest appeal: The power of IPTV could be to harness the power of live to connect people to the
BBC, and to enhance live even further.
There is clear evidence of a hierarchy of viewing behaviour:
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Recorded Content
Many are stuck in a ‘record’ paradigm = hard to grasp the on demand nature of IPTV
Initially, BBC IPTV could benefit from adopting the same language and reference points in the menu design as Plus TV. Will be viewed through the prism of Sky / Plus services which is why these functions are a hygiene factor, and why save for later / start again functions that are not currently available create such an impact.
For these, it will take gentle encouragement or a behavioural interruption to get them to change
NB. While recording appears habitual, there can be over-claim of consuming recorded vs linear TV, as it tends to be more front of mind.
‘Recording’ has been so normalised that this is the context around which everything else orbits
BBC IPTV has potential to fill another gap as broadcast content management tool
BUT there is something real, tangible, permanent about recorded content that people like = important that BBC IPTV reflects this need (implications for the on-demand window). The concept of data being accessible via internet (or in the Cloud) is unsettling.
It’s not important to consumers how they access it, BUT they want the reassurance ‘recorded’ content will be there when they want it.
Recorded content comes with its own problems. The PVR gets very full quickly = an added pressure to manage and housekeep. Sky / Virgin hard-drive = bigger capacity = more content = harder still to manage, becoming yet another thing to manage vs making your life easier.
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How IPTV fits in with Current Viewing Behaviour
► There is a tension between enjoying content and the IPTV features and functions interrupting or intruding;
► While some are happy for red button functions to appear alongside content ‘while you watch’, others want facility to keep the two separate;
► Essential to be able to use red button to follow up current content once programme has finished, or to pause while do so…
► Some see this as being multi-platform, keep watching TV, press Red button and Gateway menu comes up on iPad – especially where multiple viewers / kids in household.
Tension between the type of content they are happy to appear alongside current programme, and the desire to access the full menu. May need to consider two red button menu ‘modes’ as a potential solution:
1. A simple bridge - an abbreviated version of the Red Button menu – appearing at side of screen and offering content relating to current programme with an option to go to Full Menu
2. Full Menu is more a destination and has permission to take user away from current programme screen to the full IPTV menu page.
Key Finding: At the transition stage, it will be important to position IPTV as optional and flexible enhancement vs interrupting or eroding enjoyment of current content
IPTV Evaluation
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Reactions to IPTV
Initial awareness of the implications of connected TV is low, and understanding confused. The bottom line: few really ‘get it’ – “is it like like Google but on my TV?”
How is getting TV through an internet connected device going to be any different than the way I currently receive content?
And that’s after talking to them for two hours…
Many view concept of IPTV through the prism of current Plus or OD services
Emphasises the need to use similar terminology and functionality as Plus, as least while consumers transition and learn about IPTV
Key Finding: Needs to be education – teaching people the necessary behaviours to use IPTV and understand what it is. Once they understand there would be no need to record or series link, the concept starts to take shape and the possibilities open up…
NB. Respondents did not understand that whole industry moving this way = emphasising the potential rewards of being first in this space, underpinned by trust in BBC.
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Opportunities for IPTV
► Some are already using IPTV services, others see it as ‘the way it’s all going’:
“It sounds wonderful if it’s that easy”
“It’s a one stop shop.”
“I think you’d probably combine some of the typical things you do for leisure on
PC with the TV, so rather than having to use two separate devices, bring those
two things together.”
“… it would open up so much greater choice but you could target more what
interests you rather than think, ‘Well out of a choice of ten, what do I like the
most, none of them are very good, I’ll pick the best of the worst.’”
Needs and dreams
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Needs and Dreams (Spontaneous)
Respondents were asked: Thinking about the TV programmes you love, can you think of anything you would like to be able to do, which you can’t currently? This could be on any kind of device – mobile / ipod / tablet / laptop / PC / TV screen.
Pause / rewind /fast forward
Suggest other content / programmes like this…
More information – actors / background / music etc.
BBC Library / archive
Share / transfer content
GamesVote / do quiz / interact…
Favourites / Genius
Save / send content as text / Word document
Choose when to watch
Key Finding: Needs tend to be the ‘enabling’ functionality (hygiene factors), dreams more about content (esp. archive). Spontaneous ideas are intuitive and broadly inline with what is being proposed.
Consistent themes and priorities emerge:
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Needs and Dreams (Spontaneous)
The creative nature of the sessions allowed for if ‘anything were possible’
Key Finding: tends to focus on personalisation and alternative means of accessing content
Voice activation
Choice of soundtracks / commentary
Record more than two programmes at same time
Access foreign language content
+ 1 for BBC Access to next episode
Sport – action replay
Personalised homepage
Interact via smartphone
Access to last series
Gateway - Priorities
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Gateway Screen – The Priorities
Consistent priorities for a Gateway screen emerged
across the groups
These split into three key areas:
Guided content journey
Current programme
My BBC
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They want to see this by genre – more intuitive and based on own interest preference.
Need: Give me/us TV inspiration
Anchors people and can be a trigger to follow up an interest in current content = a window of opportunity to develop content ‘brands’
Need: Show me more / let me explore
Personalised / optional content, (or a dashboard) including ‘favourites’, owned and tailored by the user
Need: Making the most of my time in front of the TV
Key Finding: ALL are looking for new ways to manage TV viewing and see BBC IPTV as providing better means of doing this via different functions / features
Each priority taps into a basic need /dream state around TV:
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Gateway Screen – Key Themes
Respondents in each group were split into two smaller breakout groups and tasked with creating their ideal gateway screen or menu screen for BBC IPTV.
They were provided with a huge range of materials, including screenshots of iPlayer, BBC website content and other on-demand / catch-up services. Participants were not reliant on this current material alone and indeed, used pens and post-it notes to create their own designs.
The following is a composite design of what respondents created, based on their priorities. Each individual screen can be seen in the appendix to this report.
The co-creation exercise demonstrates that consumers want the IPTV gateway to enable a huge range of functionality and content discovery journeys…
Genre based content journeys
Current programme remain in place in order to offer more related information or ‘other content like this’, but with option to ‘close’
Some Permission for brands and channel recommendations – especially radio
Preference for open search doesn’t bear much scrutiny as it is at odds with lean-back viewing, and users would need to know what to search for – all want screen to allow for discovery of new content vs what already know
EPG familiar and essential – ability to ‘go back’ a USP
Tailored BBC content according to preference – news / weather / sport = driven by red button familiarity?
Shortcuts to ‘saved’ content and simple means of sharing content
BUT there is a tension between what they want BBC IPTV to do, and what they want the Gateway screen to look like. Some want to see a much cleaner menu page with layered content and features that are quickly and easily accessible via tabs:
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Gateway Screen – Summary
• While layered information is essential to ensure the menu is simple, it also needs to provide a rapid route to content;
• Red Button familiarity drives a desire for News, Weather and Sport functionality;
• It is safest to assume people like what they are watching and that this makes ‘what’s on now’ the optimum springboard for features and content journey – which in turn provides an opportunity to connect viewers in linear to the on-demand stream, offering the whole BBC to audiences;
• ‘What’s on now’ is like an anchor – many struggle with the idea of being taken completely away from it; It also fits with the desire to pause / rewind etc - being able to manipulate live content is a priority;
• A strong initial appetite for ‘search’ functionality didn’t bear scrutiny. The limitations of the remote control, combined with the laid back mode of TV contradicted this need.
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The Priorities
Guided content journey
Current programme
My BBC
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Content Journeys – some detail
► Busy lives /volume of broadcast material make it hard to navigate content / manage viewing.
► Many suspect there is good BBC content they don’t see or hear about. Some default to assuming that BBC output is currently limited.
► Consumers want to find content, but the sit-back nature of TV means that they want to do it without too much effort.
Audiences want to ‘start’ the content journey themselves, the curation opportunity for the BBC could be to ‘finish’ it for them. People trust the BBC to do this in a way that works for them: an intuitive content journey, based on personal preference.
What’s driving the need for content journeys?
This is why they want BBC to ‘guide’ them on a content journey
BUT it’s important they feel they have made their own content discoveries
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Content Journeys – some detail
► For many, the single most important factor of any journey in the IPTV space was that it opened up the world of the BBC for them;
► As a result no single curation frame was overwhelmingly preferred.
► Some, like the ‘My BBC’ (based on behaviour or favourites)’ or ‘Channel’ frame felt too narrow – and others like the ‘Programme’ frame didn’t feel like a fit for all needs.
► The ‘Best of the BBC Now’ frame was most positively received, but even so, it was felt that it wasn’t a best fit for the more personal journeys they desired.
“You sometimes look at the names of programmes and it’s meaningless. You
need something to help you know what to watch.”
Key Finding: Any journey must ‘open up’ the BBC rather than narrow it down.
How should these content journeys be
curated?
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Content Journeys – Verbatim Quotes
“I don’t want to be told about most popular programmes; I
don’t care what the most popular programmes are!
“Give people a choice of how they search. People like to
search things in different ways, whether it’s what you like
watching or from your own customised favourites, the
same as apps on an iphone.
“You need a system of genre selection so you can have dropdown menus – radio,
science and nature, sports, TV etc.
“What you want is something personalised, that shows you what
you’re interested in. If you’re interested in drama, you click on drama and
everything comes down and you just choose.”
Best of BBC right now
e.g.: A set of lists to browse and choose from:
• Most popular right now • Best of BBC ONE (and other
Channels right now) • Latest Comedies• Latest Films• Latest News Headlines etc
Best from that Channel
e.g.: A few things from BBC ONE – a trailer for Doctor Who this Saturday and
an interview with Matt Smith (the Doctor)
Catch up for Eastenders, a drama that was on last night etc
Related to the programme that was on
e.g.: A few things related to that programme you were watching – catch up on the previous
episodes
A sneak preview of next week, a behind the scenes clip, interview with the writer and some
other dramas you might like.
Based on your past behaviour
e.g.: A selection based on the programmes you’ve watched in the past, or based on the
programmes that have been favourited on that TV in the past.
Note: it would be a selection that have been favourited on the TV by anyone in your house.
Respondents were presented with four alternative curation frames, to stimulate discussion and help identify preferences and priorities:
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Best from that Channel
Related to the programme that was on
Based on your past behaviour
Best of BBC right now
Alternative Curation Frames
= indicative of the different need states and journeys desired
Taps into need for quick orientation – potential to nudge consumers to spend more time with BBC
The concept of more info has value – in this context more about functionality than a curation frame? BUT there is potential for curation based on ‘other programmes like this one.’
Lowest appeal – narrowing the journey, desire for it to open up content for all of BBC vs one channel.
Starting to narrow the journey and too prescriptive – many want freedom for wider, guided exploration. Can feel too Big Brother – know what they like, don’t need to be told?
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Elements of the curation frames were pre-empted – BUT preference for combined approach vs one single frame
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Best from that Channel
Related to the programme that was on
Based on your past behaviour
Best of BBC right now
Alternative Curation Frames
► This option also prompts discussion among families about how this could work for multiple users in a shared household;
► The concept fails unless it’s possible to establish a folder of their own: ‘My BBC’;
► This in turn would enable favouriting, series linking, recipe binder etc;
► Family bought into concept of log-in or PIN, but this was more about protecting the kids that simply to make this work;
► Potential to create a personal content space (esp. for Mums and Dads) where they are currently sidelined in household, in other words, bring parents back into TV;
► This also links in with the need for parental control of IPTV content;
► Some younger respondents also see the value of this to push content around devices (would be a harder sell for older or less tech savvy groups).
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Alternative Curation Frames - Summary
IPTV is viewed as cross-channel and respondents across the sample were clear both during the pre-task, group discussions, and reflector interviews, that they do not want content curated by channel. They see BBC IPTV as offering the opportunity for curation by personal preference or genre, which will open the way to ALL BBC channel content, if it fits the profile of what they are selecting. However, once they have consumed the content, there is potential to enable viewers to follow up interests and at this point build brand awareness and expectations.
Channels are important to set expectations, but they are not seen as best means of curating content in this space
Evidence that respondents are open to using multiple BBC channels for TV vs Radio where see themselves as a particular Radio persona. In addition, BBC channels do not have the clear distinction of Radio channels, with the expectation that the same content can move between channels, and that the same genres are available on multiple BBC TV channels.
Key Finding: Respondents are keen to explore cross-channel, AND when in a competitive set with Virgin et al, where they see ALL the channels, if narrowed down to one channel, there is a real risk BBC IPTV content will look especially small. This is all about an entry point to the world of BBC content. The BBC umbrella brand is powerful in this space and can offer cross-channel opportunities.
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Content Journeys - Archive
Archive content creates interest and appeal across the sample
Spontaneous assumption that IPTV will offer access to BBC archive.
Many have a strong belief that there is a huge amount of high quality BBC material in the archive, and that this is a USP for the BBC. Many are also frustrated that they cannot gain more access to archive material via iPlayer
► There is an especial interest among parents for Kids TV from their own childhood (see Appendix 1 for specific details on range and type of content desired).
Key Finding: Offering easy-access journeys into archive content could be both a powerful emotional trigger to use BBC IPTV, and a USP vs competition (via belief in quality of BBC content past and present)
Taps into nostalgia – the golden age of TV = the antithesis today’s ‘100 channels of rubbish’ many describe
“If you could get all those programmes you loved as a kid, and show your own children, that would be amazing. I have to buy
the DVDs if I want them, and there were so many good ones…”
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The Priorities
Guided content journey
Current programme
My BBC
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2
3
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Current Programme – some detail
Current programme will act as both an anchor and a trigger:
► The content or programme being watched represents the best trigger to pressing the Red Button to find out more;
► The consumer mindset is: ‘I have enjoyed that programme, I want to find out more about it, about the actors or director, or other programmes like it…’
► This is most likely to happen at the end of the programme – allows users to manage intrusion;
► Potential to develop engagement with the consumer and keep them within the BBC at a time when they are most likely to move away / channel surf.
Key Finding: Enhancing the viewing experience via additional content at the end of the programme is as important to consumers as delivering content when ‘nothing else is on’ (and
can connect people from linear to a BBC world)
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The Priorities
Guided content journey
Current programme
My BBC
1
2
3
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My BBC - some detailA ‘personal space’ or ‘binder’ on the TV could
be a huge driver, potentially linking genres and channels across platform:
► Participants in the ‘family life stage’ in particular would like a way to create their own space on the IPTV gateway;
► Potential to bring Mum and Dad back into using BBC content;
► Parents to a log-in or PIN number approach to achieve this = connects with desire for parental control mechanism. More about protecting children than protecting a profile – those without children in home found it harder to see benefit of a log in. Most felt it would be achievable simply as a section/tab of the gateway.
► Sending content across devices could help ‘sell’ log-in, but it is currently felt to be a barrier – a ‘non TV-like’ behaviour’. This space is seen as the best launch pad for a content journey when ‘nothing else is on’;
► Journeys that start from within a set of favourites or preferences are seen as the best way of finding things you might like.
Key Finding: Another way of managing content, a binder within the gateway could be a way to create a deeper, more personal engagement with the BBC to increase time spent, especially for those more sidelined in the household. Any sign-in has to be incredibly easy, both to sign
in to the site and to switch between accounts, preferably by tabs for different users.
NB. “Favourites” is probably not the right terminology for IPTV – its more about intuitively and intelligently linking to relevant content
Feature/Function Evaluation
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Feature / Function Evaluation
Respondents were presented with a range of possible features and functions, many of which they had pre-empted during their spontaneous brainstorm… These are grouped into the following four type of function:
Functions / things you can do with TV (enabled by a binder/my space concept)
Access information and programmes
More programmes / content you might like
Content related to the programme you are watching
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Feature / Function Evaluation
Functions / things you can do with TV (Functions that are enabled by a binder/my space concept)1
Add to favourites
Save for later
Add recipe to binder
Reminders and alerts to watch / listen to programmes later
Key Finding: Features feel truly new and different from what they can do at the moment = create impact and differentiate from Digital Plus services. Feeds into the concept of ‘my BBC’ space.
= potential to turn into ‘My BBC’
Increases viewing options; in context of busy lives, easier to keep up with content
Binder translates content into action / benefit i.e. can actually use recipe when cooking via iPad etc.
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The facility to forward / recommend / send links to others via SMS/email/social network had high appeal across the groups (validated by the reflector follow-up interviews where respondents were able to name those from whom they would send / receive recommendations:
► Boosting what is existing behaviour (WOM Recommendation) so it becomes habitual;
► More powerful than WOM – a link to the content or reminder alert positions it more as appointment to view;
► Another means of identifying ‘must watch’ TV among the noise and volume of content available.
Key Finding: About providing help to avoid missing out on good content – potential for the BBC to facilitate this via Gateway screen (either on the TV or a second screen)
1
Feature / Function Evaluation
Functions / things you can do with TV (Functions that are enabled by a binder/my space concept)
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Feature / Function Evaluation
Go backwards in the EPG (Channels)
The ‘hero’ – differentiates from existing service and taps into desire for more flexible catch-up
One of the major frustrations is hearing about a series halfway through and not being able to go back more than a week.
Familiar mechanism (simplicity of Sky but better) = reassuring
Access information and programmes2Browse by genre (Children's included)
Desire for genres to be ‘favourited’, providing a shortcut within the ‘My BBC’ space.
Browse by Radio Station
Lower awareness of genres and programmes on radio. People tended to identify as ‘Radio X listeners’ in a way that was different to TV channels.
NB. Rights issues not discussed in this context (or understood) but expectations will need to be carefully managed – assume IPTV will mean full access to all previous content vs one week
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Feature / Function Evaluation
Many want to be guided on a content journey, linked to their interests and with an open / intuitive functionality
BBC Content journeys
including recommendations: (people who watched this also watched…)
‘Best of’ can feel like being sold to. Most popular lacks interest, many feel they know where to go for this, so perceived as having limited value (though usage stats online suggest it might be missed).
More programmes / content you might like3
Key Finding: It’s all about what you’re interested in and allowing related content that you don’t know about, to be discovered.
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Feature / Function Evaluation
Some reject recommended content based purely on what
they have consumed in the past
Could feel too narrow, when what they want is an opening into the
wider world of BBC content
Key Finding: They want BBC IPTV to introduce them to the content they didn’t even know was there. It is the BBC brand that factors most heavily in this desire.
More programmes / content you might like ( Curated Content)3
• BUT there were some fans of recommendations based on viewing behaviour – feels effortless and intelligent
• Delivery will be key, as will the ability for the system to accurately learn preferences
• Channel recommendations seen as restrictive AND when in a competitive set with Virgin et al, where they see ALL the channels, if narrowed down to one, real risk it will look especially small
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Feature / Function Evaluation
BUT, as we found in our telephone reflector interviews, featuring channel recommendations (e.g. BBC4 recommends…) has some permission*.
Key Finding: Relevant content journeys achieved more effectively by genre OR by linking to current programme (others like this / people who liked this also liked…)
More programmes / content you might like (Curated Content)3Channels (BBC One, BBC Two etc) are seen as useful indicators, especially in the
context of a schedule or large volumes of content
But television channels were not seen as the most useful primary curators of a content journey because each channel is seen to narrow down, rather than open up the BBC, and the desire for discovering the whole, wider BBC (i.e programmes across channels) was strong.
*NOTE: This may raise a question for further research – whether audiences find the idea of a Channel recommending content from across the portfolio (i.e. from other channels) useful, or whether it might weaken the distinctions between the channel brands.
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Feature / Function Evaluation
Content related to the programme you are watching4
Strong appeal for anchoring additional content around current programme
BUT this is likely to happen directly after vs during the programme
Behind the scenes / backstage interviews
Additional info (e.g. stats on sports being viewed)
Play-along game with / related to the programme
Key Finding: There is a brief window of opportunity to add learning content / added value around that particular ‘brand’ once programme finished
There is strong appeal for further means of interacting with content:
In the form of vote / take-part with quiz – all about interacting with live programme (esp. older respondents).
Many want to have their say / see what others think, providing another connection to the outside world
Key Finding: An appetite for interaction exists, even in a space where simplicity and avoiding intrusion are key needs. BBC IPTV offers a more palatable means of adopting the same social networking behaviours as younger age groups.
Roles and Responsibilities
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Children and IPTV
The PIN code entry system simple means of segmenting content and managing access – but it is by no means seen as the only solution.
There is an expectation BBC will lead the way on managing
content / parental controls
For example, some parents suggested that content bundles should be graded (as per film) permission set accordingly
Key Learning: Again, expectations are high BUT potential to reassure and position BBC IPTV as a good (safe) place for kids (and better than Plus services etc)
Parents have feelings of guilt around kids and TV – some form of content management could make them feel better and nudge toward BBC and away from Digital Plus services
Parents are happy to do some work – but they expect and trust the BBC
to make it easy for them.
What’s at play if the BBC gets it right?
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Implications for the BBC
What’s at play for the BBC in the IPTV space?
Getting it right could have a significant impact – and some see it challenging other services…
► While limited to BBC content – perception that range and quality, if it includes archive, will be ALL they need...
► An entertainment management tool that delivers what they want, when they want it via intuitive guided content journeys.
► While a ‘research effect’ is at play here, there is clearly an opportunity for BBC IPTV to level the playing field between paid and unpaid services.
Key Finding: This is less about ‘choice’ and more about ‘helping me get what I want’. The implications for the BBC are how to differentiate between immersive programmes where consumers want more based on current content, and social programmes where they want to share or interact.
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Risks and Rewards
► High expectations, though needing to be managed, could create real excitement for the BBC to exploit.
► BBC could take advantage of existing behavioural preferences for Plus services by ‘doing what they do better’. Initially at least, the competitive set will consist not of other IPTV services, but PVRs and Plus services for key functions (save / series link / watch OD);
► The close association between the BBC brand and what we offer in this space provides an chance to move perceptions of the BBC forward into an innovation space.
► Given that the IPTV space is likely to become a noisy and confusing one with TV manufacturers and service providers offering their own versions of IPTV – there’s a real opportunity for the BBC to become a trusted guide and market leader.
Key opportunities emerge
Key Finding: People expect the BBC to make sense of this technology for them, just as they have led the way in the on demand /catch-up space with iPlayer.
Summary and Conclusions
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Summary and Conclusions
► This is predominantly an open space, where the BBC can set expectations, not simply meet them. Providing content journeys and ways of managing content are the key opportunities to differentiate the BBC in this space
► There is an overwhelming desire for simplicity in any gateway page, though there was an expectation of a real depth of offer, and clever design to offer rapid routes to content.
► There is an expectation that the IPTV space will offer the world of the BBC in one place (pan channel, pan genre, pan platform) = real opportunity to develop the BBC brand as a destination in the IPTV space.
► A tension exists between the desire for personal content discovery and for guided journeys from the BBC. There is a balance between being guided and guiding oneself that needs to be carefully struck = opportunity to feed the need for the ‘discovery feeling’ through clever, layered curation;
► IPTV needs to concentrate on broadening out scope instead of taking viewer in ever decreasing circles, not funneling in but opening experience up;
► There is a strong appetite for the functionality a ‘binder-type’ or ‘personal tab’ concept;
► Success for the gateway could result from a combination of two factors:
► The features that will make BBC IPTV gateway feel unique;
► Enabling functionality already so easily available on other platforms.
► One of the few key expectations is for the BBC to provide a ‘whole story’ for the platform, not a part solution.
Summary and Conclusions
► There is a strong desire for IPTV to open up the world of the BBC, and potential for the BBC to be a sought out destination in the IPTV space;
► As such, there is a strong desire for guided content journeys across the whole BBC:
► Curation based on past behaviour or favourites only was seen as too narrow;
► Channels are not seen as useful journey guides. The are felt to narrow down the BBC rather than open it up. Consumers want a cross-channel experience when seeking content;
► Content journeys based simply on the programme that’s on are not a good fit for all need states;
► Best of BBC content journeys could be useful – but audiences are wary of predictable recommendations and of feeling ‘sold to’.
► Expectation that News, Sport and weather will all be easily accessible from the IPTV gateway
► Channel brands are key to differentiate between programme types and assist with choice
► Desire for live and on-demand /additional content to be seamlessly linked
► Expectation that the BBC will at least offer the same features as Sky – and hopefully more
► Very encouraging response to the binder concept – especially from family groups
► Treating the live programme as an anchor feels normal. As such it makes sense to audiences for the initial gateway experience to have some relevance to the current live programme.
Appendix
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Appendix 1
Findings from Additional Follow-up questions in Reflector Telephone
Interviews
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Background
1. How they feel about the BBC IPTV concept now back in the real world;
2. Day-part: would they anticipate using the features / functions differently according to time of day;
3. Timing: how they might use BBC IPTV while viewing content;
4. What next: what they expect to happen when they have finished watching content on demand / catch-up;
5. Recommending content: confirmation when and how they would recommend content;
6. Curation: exploring alternative means of curating or highlighting content;
7. Children’s Archive Content: programme types and curation preferences.
Following the initial stage of consumer group discussions, respondents from each group were re-contacted and asked the following:
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Main Findings
► Overall, sense that appeal has increased on consideration, with very positive and enthusiastic reactions across the sample;
► Perception that now back in the ‘real world’, BBC IPTV will fit well into lives and provide real benefits.
“It’s technology moving to the next level…
some good, practical ideas
Feelings about BBC IPTV
► Respondents struggle to imagine how usage would differ by time of day or day of week – IPTV still feels too conceptual;
► Expectation that will depend type of content more than day-part;
► Types of things they would want to do are more info about the programme or interaction with quiz programmes.
“I suppose you might use it more on a
weekend when you have a bit more time.”
Day-part
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Main Findings
► Many can see times when they will use IPTV DURING a programme, though functions used will be limited:
► Manipulating content: Pause / rewind;
► Extra information and answers to questions that relate to programme.
Timing
The way consumers use IPTV during programmes felt to be more focussed and linked to content vs a general exploration
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Main Findings
► The expectation is that following watching content via BBC IPTV, at the end the user would be returned to the IPTV menu page;
► This has potential to keep consumers within BBC and tapping into desire for more content related to the programme just viewed;
► Limited interest in what was scheduled before / after the programme viewed = potentially no relation / completely different genre. This activity is about selecting based on preference vs surfing the schedule;
► More interest in flagging up what has been on ‘Live TV’ while have been watching on-demand i.e. what they might have missed.
“You might want to find out more or watch the next one (episode)”
What next…
“If you chosen to watch something, you might
want to look a bit behind the scenes.”
Open to options but personal interest and more info / genre based customer journey the priorities
“It might be nice to see some news and
weather, especially if you missed it when you
were watching.”
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Main Findings
► Many were readily able to recall and name friends or family they would recommend content to, or expend to recommend content to them.
► There is an expectation that BBC IPTV will make it easier to recommend content / send a programme link;
► Preference for this to be outside Facebook etc - not seen as social networking, but it is social currency.
“We do it all the time. My sister is in the
services in Afghanistan and I’m always telling her what to watch on iPlayer… it would be
great.”
Recommending content
The readiness of examples of recommending suggest this is a claim that will be followed through and a simple enabling function will
provide a ‘nudge’ .
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Main Findings
► Appeal and enthusiasm for the concept of actors or presenters recommending content (NB. less so among younger who describe it as a ‘gimmick’);
► Feels more personal and less ‘mechanised’ means of recommending content;
► Open to a range of talent. Suggestions include Stephen Fry; Jonathan Ross; Chris Packham; Alan Titchmarsh; Ricky Gervais; David Attenborough;
“It’s something a bit different – it might be
quite exciting if it’s someone you really
like.”
Recommendation by talent
Overall, nice to have but not a priority. Feels personal and original, potentially a good shortcut to content
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Main Findings
► Respondents confirm the preference for content curation by genre and reject curation by channel – feels limited / like pigeon-holing consumers;
► Permission for introducing content as ‘BBC4 recommends’ etc – effective means of building channel brand identity BUT secondary to genre led content journey;
► Open to channel brands recommending either own channel content only or cross-channel content.
“It’s the same as favourite on your
computer. You just want shortcuts to the
stuff you want.
Curation by channel
Openness to ideas within this space, BUT many confirm channel curation could be limited value / interest; a distraction; over-looked in favour of preference led / genre led content journey which remains the priority.
“I suppose if you’re at a loose end, it might jog
your memory.”
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Main Findings
► Appealing means of curating content / raising awareness of the less mainstream;
► Taps into the balance between ‘discovering’ your own / hidden content and being shown the way;
► Few alternative naming ideas: Wild-card; Surprise Hits; Trending Now
“It might make a change – you’d hear about the things you might not ordinarily
watch.”
Unexpected Hits
Taps into belief that there is high quality content that is hidden from view / passes ordinary viewers by.
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Main Findings
“It’s great – you’d soon get to see what was
worth watching.”
Most Popular / Most Rated
In addition to genre based content journey, an additional means of quickly identifying ‘must
see’ content
“It gives the BBC good feedback on their
programmes.”
“I wouldn’t want it – I like to make up my own
mind. It’s not like something on Amazon,
TV is personal.”
► As with initial stages of research, high appeal for the concept of rated content – familiar means of rating quality;
► Can be a good, quick, visual identifier of what’s worth watching;
► Some are wary on basis that what others like is not an accurate indication of what they might like (TV tastes are too personal).
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Main Findings
► Highly appealing concept across the family lifestage;
► Particular appeal for what considered imaginative and inspiring shows from 70s and 80s;
► Specific examples are top of mind: Bagpuss; Clangers; Hectors House; Mr Benn; Ivor the Engine; Nature Programmes;
► Expectation is access to a minimum of 6 titles, and 6-12 episodes per title;
► Curating by channel (CBBC vs Cbeebies) rejected – sense these are cross-channel and transcend standard age-ranges, appealing across a wide age band AND sit outside these channels.
“This is brilliant. We used to have loads on video but had to throw them away when we
went to DVD.”
Children’s Archive Content
Parents can see a real opportunity for a children’s archive section that appeals to a wide age range.
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Appendix 2
Gateway Screen Designs from Co-creation Workshops
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Co-creation Workshops
The next task is to work together in two smaller groups to design the ideal Gateway screen for BBC Internet-Connected.
Using the features / functions and content showcards, ideas from the scenarios, visuals, logos and iPlayer screenshots, pens and post-it notes, design the
screen from scratch. There is no right or wrong here, just think about the type of thing you would like, find interesting or easy to use, whether it would have a very few simple buttons or options, whether it would have a menu of options. We are not looking for anything that looks perfect or finished – it’s purely about what you might want to find when you press the red button from one of the BBC channels
on your connected TV of the future.
The results have been scanned and ordered by lifestage, as follows. Note: The designs are not meant to be taken literally, rather seen as an indication of the needs and wants of consumers, and taken in combination with the debate
and discussion during their creation.
Respondents in each group were split into two sub-groups of four, and set the following task:
Pre-family
76
Pre-family Group Discussion, Manchester
77
Pre-family Group Discussion, Manchester
78
Pre-family Group Discussion, Cardiff
79
Pre-family Group Discussion, Cardiff
Young family
81
Young family Group Discussion, Cardiff
82
Young family Group Discussion, Cardiff
83
Young Family Group Discussion, London
84
Young Family Group Discussion, London
Older family
86
Older Family Group Discussion, Norwich
87
Older Family Group Discussion, Norwich
88
Older Family, Household Immersion Depth Interview, London
89
Older family Group Discussion, Manchester
90
Older family Group Discussion, Manchester
Retired / Empty Nester
92
Empty Nester, Household Immersion Depth Interview, Manchester
93
Empty Nester Group Discussion, London
94
Empty Nester Group Discussion, London
95
Empty Nester Group Discussion, Norwich
96
Empty Nester Group Discussion, Norwich
