1. Innovation in
Broadcasting
and Free-to-air
TV
Steve Weaver
Nine Network Australia

2. TV is the most favoured form of entertainment over the last
50 years
New delivery technologies
Satellite; cable, digital terrestrial, highspeed broadband NBN
New hardware
3D Broadcasts, HD screens, widescreen pc, ipad, ipod,
iphone, Kindle, 4G devices
New services
T-Box, Fetch, TiVo, Iview, Fixplay, Plus7
Hulu,Google TV
TV is now anytime, anywhere

3. This gives us the ability to
consume content:
ANY TIME
ANY PLACE
ANY WHERE

4. Screens and Content

5. The mass reach of TV
It takes less than 2 weeks for TV to reach 95% of
Australians
28 Pay channels and 5 FTA channels reported in 2003-
now 90 pay channels and 15 FTA channels in 2009
The Block Grand Final reached 3.847m in a single
episode. The most popular youtube video in
Australia over the last month (Coldplay- Paradise
Video) has less viewers (3.677m)

6. Technologies such
as Catch-Up TV
Websites, PVRs,
Tablets and Social
Media Apps are
enhancing the way
viewers watch
television
…as a result viewers are watching MORE

7. PVR Penetration: USA/UK/Australia
UK:+40%
USA:+40%
Australia:
45%

8. People don’t get PVRs to avoid
ads; they get them because they
LOVE TV
PVRs are driving TV
Consumption, in the UK owners
watching around 17% more TV
(85% of which is live netting out at around 2% more ad views in total)
Skyview

9. The PVR makes
viewing commitment
easier
It's easier to engage and be loyal to
the programmes you like as it takes
out stress and strain of being
'there‘
Viewers have access to more
Viewers watch more
Viewers engage with program
and commercial

10. ‘Disruptive’ technologies nurture TV
Engaging with
Death of the 30”
program and ad
sec spot
break
End of the
Schedule builder
schedule
Eating in to TV’s informal PR
broadcast machine

11. Online drives TV which drives
Online
Traffic peaks for ninemsn TV show websites
18%
16%
share of daily page impressions
14%
12%
10%
8%
6%
4%
2%
0%
ACA (weekday) Today (weekday) Sixty Minutes (Sun)
Getaway (Thurs) Farmer Wants a Wife (Mon) Underbelly (Mon)
NRL Footy Show (Thur)

12. New technologies growing TV
Consumption
Better viewing experience
Depth of content
Australia USA UK
Up Up Up
1.5hrs/mth 2hrs/mth 2hrs/wk

13. Generation Z
Gen Z (13-17 year olds) spend 42%
of their free time watching TV
as opposed to 37% online!
82% of Australian teens surveyed
not only like advertising but
welcome it
79% of teens will go to a
website for further information
about a product after seeing it
advertised
with 53% then purchasing the
product online
4% hate advertising

14. Deeper Connections
• STB
• Foxtel IQ; CE PVR
• OTT STB
• T-Box; Fetch; Apple TV
• Connected TV’s
• Samsung
• Game Consoles
• x-box 360

15. Social Media

16. Socialisation of TV

17. Top 10 Media 1. TV shows
2. Social networking sites
3. Music
Content 4. Websites
5. Movies
6. Newspapers
7. Books
8. Video Games
9. Radio Programming
10. Ads
Source: Deloitte State of the Media Democracy

18. Motivation
Social TV
Source: TVGuide.com User Research Study, May 2011

19. Recommendation
Trust
Brand
R Social Media
Recommendations T Advertising

21. The future
We continue to want more TV
BIGGER and BETTER sets, better picture quality or sound
To CATCH UP with TV we missed
To SOCIALISEwith like minded viewers
To INTERACT, FIND OUT MORE and make
RECOMMENDATIONS on the things we love
Constant MOBILITY, to take it with us when we go
ALL OF WHICH PAINTS A ROSY PICTURE FOR THE GOOD
OLD TUBE