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HYBRID TVPilot projectMarch 2010
2
Hybrid TV Pilot Project
Broadcast-broadband hybrid active pilot test in March
2010.
20 households in Barcelona’s 22@ district. Limited
demographic sample.
IP content accessible via TV3’s DTT channels.
Analysis of user behavior.
User evaluation.
3
Content and services
Access to TV3 channels (DTT)
Channels / occasional events
Catch up (last week’s broadcasts) in high quality
Access to “3alacarta” archive
Content synchronized to broadcast
EPG (Electronic Programming Guide)
Trick-mode
Bookmarks
Facebook Connect
•Sample: 20 families (20 STB)
•63 users
•23,423 Service activations
General data
Study done by the Catalan Corporation of Audiovisual Media
Sample: User age
0 a 1533%
16 a 256%
25 a 3526%
35 a 5027%
50 a 656%
Older 652%
Study done by the Catalan Corporation of Audiovisual Media
Sample: Family types
Coupleswithoutchildren
20%
Couples withchildren under
14 50%
Couples withchildren over
14 20%
Couples withchildren over and under 14
5%
Singles5%
Study done by the Catalan Corporation of Audiovisual Media
Sample: Connection speed
6 Mb55%
10 Mb30%
12 Mb10%
20 Mb5%
Study done by the Catalan Corporation of Audiovisual Media
Sample: Connection type
Wi-Fi30%
Cable70%
Study done by the Catalan Corporation of Audiovisual Media
Sample: Internet providers
Telefónica40%
ONO35%
Jazztel15%
Vodafone5%
Orange5%
Study done by the Catalan Corporation of Audiovisual Media
Video consumption
81%
19%
Broadcast IP
Study done by the Catalan Corporation of Audiovisual Media
IP video consumption
79%
19%
1% 1%
Catch-up
3alaCarta
Other Cont.
Live
Study done by the Catalan Corporation of Audiovisual Media
Streaming time (average minutes per video)
16,45
2,400
2
4
6
8
10
12
14
16
18
Catch-up 3alacarta
Study done by the Catalan Corporation of Audiovisual Media
HYBRID TV
User evaluation
Study done by the Catalan Corporation of Audiovisual Media
Phases and methods
Etapa 1: Preparatoryvisits
Etapa 2: Observationand interviews
Etapa 3: Group interviews
Usage log Interview and contextual observation
Focus Group
4
General results: Evaluation
Highly positive Very useful service that meets expectations
“it’s very innovative; this is the TV of the future”
“as a product, it’s brilliant”
“it’s a new way of viewing TV”
6Study done by the Catalan Corporation of Audiovisual Media
General results: Added value
Enjoy tailor-made TV to fit your schedule and life style
General results: Added value
Discover and enjoy a wider variety of programs
General results: Added value
Search for what you want endto dependence on programmingschedules
General results: Added value
No more computer dependence
Parts of the service: What interests most
PROGRAMMING
VIDEO A LA CARTE
Study done by the Catalan Corporation of Audiovisual Media
Typical behavior to skip over TV commercials
Advertising
If commercials were unavoidable:• Only one in pre-roll• Related advertising• Personalized advertising
Study done by the Catalan Corporation of Audiovisual Media
•GROUP 1: “I have no time.”• Ages 30 to 45• Children under 10• Technology users
•VERY SATISFIED BY HOW IT HELPS TO OPTIMIZE TIME)USERS DEMAND:
• EASE OF USE AND SPEED • CONTENT SEARCH ENGINES• VARIETY
Social groups
Study done by the Catalan Corporation of Audiovisual Media
•GROUP 2: “I don’t want any complications.”•Ages 45 to 55•With children: teenagers or < 10 •Basic technology users
•THEY LOOK FOR CUSTOMIZED INNOVATION•THEY DEMAND SIMPLICITY•THEIR REFERENCE POINT IS THE PROGRAMMING SCHEDULE•THEY ARE OPEN TO ADVICE
Social groups
Study done by the Catalan Corporation of Audiovisual Media
•GROUP 3: “I want it all...and more.”•Under 30•Without children (they’re the children)•Advanced technology users
•TV COMES CLOSE TO THEIR CONSUMPTION IDEAL•THEY DEMAND COMPLEXITY AND PC SERVICES•COMPULSIVE WEB SURFERS•IT’S NEVER ENOUGH
Social groups
Study done by the Catalan Corporation of Audiovisual Media
•GROUP 4:•Over 55
NO SAMPLE
Social groups
Study done by the Catalan Corporation of Audiovisual Media
•TV – IP hybrid. A successful case•Catch up is the key application•Increases consumption of successful programs•Allows users to view programs outside of programming schedules•Requires a new kind of TV advertising•Viewers demand ease of use and open environments•Limited increase of the number of young consumers •Service is more important than image quality
HBB: Key aspects
Study done by the Catalan Corporation of Audiovisual Media
