It’s good to see so many of you here today. If you only take away two things from today: - I’d like you to share our excitement at what a fantastic viewer experience YouView is going to be But most importantly what amazing potential YouView has for advertisers and that it absolutely re-inforces the idea that both now and in the future, TV is going to be the most exciting and impactful place for brands to create new powerful and valuable relationships with viewers.
So today I’m going to talk about - why we created YouView - Who it’s for - The exciting bit - What the YouView experience looks like - And how this is going to create opportunities across different markets But first, because YouView is first and foremost about TV entertainment, I’d like to show you a film which explains YouView much better than me and my Powerpoint ever will
So YouView is going to change everything. I wanted to spend a few minutes talking about why we’re doing this. At over 10m homes, Freeview is largest TV platform. But pay operators like Sky and Virgin are increasing their reach and bringing new on- demand services, whilst a plethora of connected services and devices: apple, google TV, boxee and fetch are adding to the noise. Over 10m Integrated TVs were sold last year but few of them had an internet connection But by 2014 we expect there to over 10m connected TVs It’s been called the second switchover recently and rightly so We believe YouView will be game changing because it combines the benefits of simplicity, favourite TV shows, and plug and play with the convenience of seamless connected TV into one simple package: one box; the TV you love when you want; no subscription charges It’s where Freeview goes next in the connected world and for that reason it’s going to become the only subscription-free platform of scale. For advertisers that is going to mean unrivalled opportunities to reach mass audiences in powerful new interactive ways
We’ve designed YouView for Freeview households with broadband We’ve spoken to them a lot and this is an audience that is very clear about what it wants: They love TV but they don’t like missing the shows they love. Control / benefits of PVR . Both our research and Apple’s shows that the majority of people are not looking for the web on the TV, they don’t want PC on the TV, they don’t want to use a remote control with a mouse Google remote anyone? – what they want is better TV : the shows they love when they want them They don’t want complexity – different devices , and complication Majority of all viewing is still Freeview channels – so unsurprisingly viewers don’t want to pay for things they don’t watch
What they want is the shows they love when they want them on their living room TV So crucially YouView is backed by the nation’s favourite broadcasters as well as the best ISPS because as we all know – it’s about the content It has the nation’s favourite content for free with the added choice of on demand and pay TV for those who want even more particularly Sport and movies They want a simple TV-based menu system with catch up built in Quite simply, as you’ll see in a moment, our programme guide goes backwards. People are blown away when we shown them this is user testing. It’s such a simple thing yet it completely revolutionary experience. Go back an hour (or a day) press play and enjoy. It’s so simple it’s one of those things that you wonder why nobody’s done it before – well we have and a big PVR to record on – for many freeview homes a PVR will be a real bonus And YouView gives you all this and more with no TV subscription fee
YouView is now a standalone joint venture which incorporated in September. They say success has many fathers and we have at least seven. - BBC, ITV, BT, 4, TalkTalk, Arqiva and five – many of whom it’s good to see are here today and will be happy to talk you afterwards over a jar or two. It will be run very much as Freeview and Freesat have: promoting the brand, licencing the TML but crucially also building the software and metadata systems It’s not for profit, so charges for platform access are on a cost recovery basis which will dramatically lower the barriers to entry for smaller or newer players – e.g. local providers or niche genre players and crucially brands Advertiser funded content looks like it might be on after all – but on significantly different terms than before and with lots more opportunity
YouView’s main menu
YouView – main electronic programme guide
YouView main electronic programme guide where the viewer has scrolled up to see the IP Channels. Hivelocal is an example of a local TV player.
The main YouView electronic programme guide (EPG) where the viewer has scrolled backwards to view what they have missed. Viewers will simply be able to catch-up on that last 7 days TV, seamlessly accessing on demand content through YouView’s backwards EPG.
Viewers will be able to discover content they love in many different ways. In addition to using the main electronic programme guide, browsing through the most popular content by genre or using the search functionality, viewers will be able to browse through a potentially unlimited range of on demand players. Shorts International is an example of how YouView will help content providers that may have previously found it difficult to build an audience to reach the TV screen.
I don’t know about you but I didn’t realise my iPhone was a spirit level or an ATM-finder when I bought it. Apps are the new frontier where content and brands can collide in increasingly meaningful and useful ways. YV will have an app store which any developer can upload to . We expect a lot of brands will become content providers or intermediaries through apps. All of the broadcasters will be developing apps to go with shows or even commissioning shows built around apps and multiplatform content – just yesterday David Abraham and his team at Channel 4 announced a £2m fund to do exactly that. Apps will be a key area where brands can make themselves useful, bring viewers new content or allow them to experience multiplatform content. The keys will be creating associations between brands and content which are useful and entertaining Just as with the iPhone, nobody really knows what’s going to work until we see it. The thing we can be sure of is that it’s going to be an exciting time to be on TV and brands can beat the heart of it.
YouView is truly open: - anybody can make a YouView device anyone can connect to it and anybody can get their content onto it. - and anybody can develop for it Why is this important: you have only to look at the online world to understand. Think about a business like Vouchercloud – it couldn’t have existed without affordable access to a platform of scale Openess drives opportunity Openess drives creativity Openess drives strong audience relationships and business models And YouView will deliver all of these.
Audi TV was a pretty big bet when it launched. But on Youview it would be a cinch not a standalone Because YV is a platform of scale which can be accesed without the charges of conventional broadcast – so brands running IP channels is perfectly possible. Creative control rests with the content provider so advertisers can decide what’s on brand and how people see it without the brand police becoming invoved. Seamless interactivity as well as speed of response – the YouView experience has been optimised for speed so red button lag is a thing of the past The benefits of ‘author once, publish to many’ means entry costs are reduced And YouView supports all sorts of different business models: free, pay and advertiser-funded which means the direct relationship with viewers can be accessed by all.
Audi TV was a pretty big bet when it launched. But on Youview it would be a cinch not a standalone Because YV is a platform of scale which can be accesed without the charges of conventional broadcast – so brands running IP channels is perfectly possible. Creative control rests with the content provider so advertisers can decide what’s on brand and how people see it without the brand police becoming invoved. Seamless interactivity as well as speed of response – the YouView experience has been optimised for speed so red button lag is a thing of the past The benefits of ‘author once, publish to many’ means entry costs are reduced And YouView supports all sorts of different business models: free, pay and advertiser-funded which means the direct relationship with viewers can be accessed by all.
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