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i.TV

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by

Alan Trejo

on 19 June 2013

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Transcript of i.TV

i
.
TV

11
2
Genre
Sports
Food
Some
Many
Few
potential
News
Comedy
Reality
Movies
Talk
Shows
Gotta Knows
Sports
Some
Many
Few
potential
News
Reality
Talk
Shows
Some
Many
Few
Comedy
Drama
Movies
Product Placement
BMW
i
.
TV
Tailored Ads
Males
Females
Opportunities
Drama
i.Agenda
Objectives
Segmented Target Market
Research Methodologies
Competitive Frame
Key Consumer Insights
Recommendations
i.Segmented Target Market
18-24 year olds
“Gotta-know live watchers”
“Time shifters”
-Multi-taskers
-Attention Givers
i.Surveys
We used social media as our platform.
i.Survey Insights
Secondary Research
Sam Pugmire Jason Freeman Taylor Allphin Ashley Sumner Alan Trejo Betsy Broadwater Casmin Giles
i.Objectives
How are people watching television now?
How would people like to watch television?
i.Research Methodology
10+ Interviews
273 Surveys
Three Focus Groups (20 participants)
Four Ethnographies
Secondary Research
i.In-Depth Interview Quotes
i.Key Consumer Insight
i.Recommendations
Embrace consumer multitasking by introducing a device that generates advertisements according to how different consumers watch specific genres in different ways.
Utilize the commercial break to reach the ‘’Gotta Know” watchers’ multitasking peak and implement product placement during shows to reach the multi-tasking and attention-giving “Time-Shifters.”
Market to advertisers the profitability of product placement during sitcoms. Recognize the multitasking habits of viewers as an easy way to immediately connect viewers to their advertisements via their tablets.
Don't force people to change their viewing habits, simply redirect them.
Time Shifters
I.Competitive Frame
Comedy
Drama
Perceptual Map
i.Multi-tasking
Gotta' Knows
Focus groups insights
Gotta' Knows
To me the game matters now…”
Time-Shifter
“Modern Family, House, and Lost… I never new what time they were on and It’s not like I would plan my whole day around it, so those shows I only watch online.?”
Time Shifters Multi-taskers
VS.
Attention Givers
As attention needed for shows decreases, multi-tasking increases- “I agree with him, if you’re going to sit down to watch a movie you’re not going to be doing anything else, but if its just a T.V. show you can be texting, having another conversation, it’s not something that you need to get the whole story line.”

Our target market has a condition we term as “N.E.D.” (Nervous Energy Disorder). They can’t sit still without their mind wandering to their various forms of social communication. They have a constant need to be “connected” via e-mail, text messaging, social media, etc. (i.TV already knows this)
TV viewers can be categorized into two different types: “Gotta-Know” live watchers and multi-tasking and attention-giving “Time-Shifters.” Certain genres (sports and news) are generally watched live, whereas other genres (talk shows and sitcoms) are recorded or downloaded and watched at different times.
Multitasking-while-watching-TV habits are directly connected to the genre of television that an individual is watching.
Focus groups insights
Opportunities
Live Updates
Interactive Ads
Time-Shifters
Multi-taskers
Attention Giver
Movies
Full transcript