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The rise and RISE of broadband: The story of the i-player
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The rise and RISE of broadband The i-player story
Merlin NaickerHead: Media & Telecommunications
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 2
Introduction
� Consumers have an increased choice of entertainment options - No more mass audiences
� Broadcasters seem to be at the losing end – loss of audience share
� With this increased choice - loyalty to content not the channel
� Audience fragmentation - 16-34 age group
� Advertising revenue being eroded - competition and spend moving
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 3
What is Siemens’ Broadband Media Platform?
� The BBC i-player
“Resolve the BBC’s problem of repeats in a terrestrial environment (non multi-channel)”
� Web based content driven service
� Streaming and download [install] option
� 7 day ‘catch up TV’ offering
� Allows download and store for up to 30 days – (DRM)
� Access to content from all of its properties
� TV
� Radio
� Provide performance and usage info for capacity planning / reporting
� Capture of statistical data
� From peer-to-peer delivery servers
� DRM license delivery servers
� Overall system performance
� Key metrics
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 4
BBC i-player walk
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 5
BMP usage - trend
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 6
i-player numbers – actual
2009/04/272009/04/28
2009/04/29
viewers
programs
1,290,3241,254,140 1,319,124
598,756595,308 608,712
0
200000
400000
600000
800000
1000000
1200000
1400000
Numbers
Date
DAILY ON-DEMAND STREAMING
viewers programs
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 7
i-player numbers - actual
2009/04/272009/04/28
2009/04/29
viewers
programs
1,552,5041,491,604 1,544,360
713,324696,512
705,288
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
Numbers
Date
DAILY TV DOWNLOADS
viewers programs
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 8
Portability
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 9
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 10
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 11
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 12
So why develop online capabilities?
GLOBAL TRENDS:
� Online is fast becoming the new prime-time
� Online advertising shows the fastest growth (51% SA 07/08)
� Google covers over 75% of the globe (643m unique visitors)
� User Generated Content (UGC) equates to almost 95% of internet traffic – 5% advertising
� YouTube! already achieving 16.6 minutes per session –24 minute broadcast format
� The i-phone is the no.1 smart-phone amongst teens in the US
Source: ad Dynamix, worldwideworx
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 13
*Ranking based on the top 250 properties in March 2009.
So why develop online capabilities?
ORGANISATIONAL BENEFITS:
� Brand extension / enhancement
� Individual customisation / interaction
� Improved interaction / feedback
� Increased loyalty
� Reliable research capability
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 14
Siemens BMP supports…
� Content upload service [FTP and web service external interfaces]
� Content management service
� Content packaging: associate idents, trailers and subtitles withprogrammes and advertising
� DRM service - transform, process and protect content
� Revocation service – even after the user has downloaded it
� Distribute required DRM licenses
� Receive content and metadata from content providers
� Supporting services
� Tracking
� Licensing
� Workflow
� Geo-blocking
� Statistics collection
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 15
Three primary business models
� Pay per view
� Fixed once off pricing - $1.99 per episode
� Football Clubs [UK and France] – 24 hours after match
� Complementary services – eg. Highlights after the TV event
� Fixed fee for fixed period [year, month, season]
� Europe, USA [multiple broadcasts available online]
� Ice Hockey season, Tour de France single package, NASCAR –annual ‘Track Pass’ - $9.99 per month
� 3rd Party Distribution
� Content owners - selling to third party online services
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 16
Considerations for SA market
� Availability and quality of “broadband” – Seacom
� Push your brand and your content out there
� Build more content around your core content, or get your audiences to do it for you
� BMP gives you this functionality at your fingertips!
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 17
i-player video
Siemens IT Solutions and Services / Media
Copyright © Siemens SA 2009. All rights reserved.
May 2009Page 18
Thank you for your attention!
Copyright © Siemens SA 2009. All rights reserved.