What ITV is learning about digital media
I'm at an away-day for the entire marketing and communications department of ITV, and the aim of the game is to get everyone up to speed on digital media.
Ben Hammersley caused a commotion earlier by saying that viewers don't care about the ITV brand, and Jay Stevens of MySpace told everyone how Channel 4 nearly tripled its TV audience for Skins by partnering with MySpace.
The new digital environment means joining things up and not leaving it to the guys in the corner, says new marketing director David Pemsel. And that includes being able to understand the 120 people building the broadband site, he said.
Television 2.0 is essentially television plus the best of the internet, so content and quality plus place-shifting, time-shifting, feeds, folksonomies, interactivity, remixing, community and navigation.
Video on demand will be about niche markets - how to fix a motorcycle, for example - and that's exactly how YouTube got so successful.
Personal media has not taken over from mass media, but it has become harder for mass media to keep up. MTV has completely flatlined for the last nine months and that's because it's still top-down, trying to tell kids what's cool. The new networks are about about being part of a network that you can't control. MTV used to dominate music TV and now YouTube does.
Summary...
This news story is about ITV and how they are losing their viewers. They are worried about the number of viewers that Channel 4 are receiving, since the launch of the new programme 'Skins'. They have also partnered up with MySpace which gives Channel 4 another advantage.
ITV's main aim is to get everyone up to speed on digital media.
My view...
I think that what ITV is doing is good, as everyone in the television industry has to keep up with new media and technology. However, i think that it would be quite difficult to keep up as it has become harder for mass media to keep up. An example of this would be MTV which used to dominate music tv, but now YouTube has taken over.
I'm at an away-day for the entire marketing and communications department of ITV, and the aim of the game is to get everyone up to speed on digital media.
Ben Hammersley caused a commotion earlier by saying that viewers don't care about the ITV brand, and Jay Stevens of MySpace told everyone how Channel 4 nearly tripled its TV audience for Skins by partnering with MySpace.
The new digital environment means joining things up and not leaving it to the guys in the corner, says new marketing director David Pemsel. And that includes being able to understand the 120 people building the broadband site, he said.
Television 2.0 is essentially television plus the best of the internet, so content and quality plus place-shifting, time-shifting, feeds, folksonomies, interactivity, remixing, community and navigation.
Video on demand will be about niche markets - how to fix a motorcycle, for example - and that's exactly how YouTube got so successful.
Personal media has not taken over from mass media, but it has become harder for mass media to keep up. MTV has completely flatlined for the last nine months and that's because it's still top-down, trying to tell kids what's cool. The new networks are about about being part of a network that you can't control. MTV used to dominate music TV and now YouTube does.
Summary...
This news story is about ITV and how they are losing their viewers. They are worried about the number of viewers that Channel 4 are receiving, since the launch of the new programme 'Skins'. They have also partnered up with MySpace which gives Channel 4 another advantage.
ITV's main aim is to get everyone up to speed on digital media.
My view...
I think that what ITV is doing is good, as everyone in the television industry has to keep up with new media and technology. However, i think that it would be quite difficult to keep up as it has become harder for mass media to keep up. An example of this would be MTV which used to dominate music tv, but now YouTube has taken over.
posted by Balinder's Blog at 1:36 AM
0 Comments:
Post a Comment
<< Home