1. Adam Hume Head of Futurology, BBC Broadcast Vice Chairman and Convenor, Business Models, TVAF

2. Agenda ….World Markets ….Broadcasters ….Advertisers

3. The advertiser’s best friend

4. Buffering (putting the kids to bed) Bookmarking (never miss an episode) Grazing (record now.. Decide later) Stacking (binge on Friends) Archiving (dump to tape) Compressing (miss the boring bits) Extending (watch the goals again) Pausing (Phone… loo…) PDRs already have their own vocabulary

5. And the explosion in take up is close.. very close…

6. JAPAN

8. 4% 6% 18% 5% VHS/DVD combo PDR PC/TV Tuner HDTV USA

9. Gartner G2, Jan 2004 USA

10. UK

11. Storage –medium term Today, the average size disc in a PC sold in the UK is 120GB In 2007 it will be 600GB+ You can upgrade a Mk1 TiVo to 130hrs for 200 Euro Windows Media Centres have 100+ hrs as standard iPods store more than most people’s entire CD collections By 2012 you will be able to record your entire life on one disk in audio/56k video Molecular computing, biological computing (Bacteriorhodopsin), quantum tunnelling, lithium niobate holographic memory (2TB per crystal!)

12. Broadcasters 1. Make content more accessible… push and pull models. 2. Help consumer navigate round your offering. 3.Create new programming propositions.

13. Trailer Selection

14. Groupings

15. Richer details

16. Segmentation

17. Segmentation/navigation

18. Recommendations

20. Genres

21. Advertisers Working on making advertising work harder in a PDR – new and exciting advertising models that allow commercials to be updated, extended and targeted.

22. 1) Methods of describing which ads(s)/proms(s) are shown 2) Acquisition of alternative content, before or on demand 3) Updating of interstitials, and other lifetime issues 4) Telescoping and interactive content Other non-technical issues 1) Who owns the content ~(including ads) on the device 2) Unrequested capture of content onto a user-owned device…. does it require user interaction? Advertising CFC

23. As PDRs establish themselves, some facts are becoming less disputable. Few can now question that they will find a place in a many households – a relatively safe prediction for the UK seems to be 40%- 50% of homes by the end of this decade…. it is simply a matter of time before significant PDR uptake causes reaction from clients and agencies. Tom Johnson, digital futures director at Mediaedge

24. Agencies will have to change, simply because consumers will change and advertising clients will demand it. And when this change takes place, there will be a real chance to create world in which advertising offers clients consistently relevant, compelling and effective communications through their PDR. It is the chance to create our very own primetime. Tom Johnson, digital futures director at Mediaedge

25. The Biggest opportunities ever presented to the Television Advertising Industry are the Pause Button and the ability gain truly 1 to 1 messages. With the ability of the consumer to pause the show, we can add the concept of depth and duration to the basic foundation of TV Advertising. With the ability to understand consumer behaviour in their TV and Radio consumption we can ensure that every message they see is relevant We just need to learn how to think outside the advertising break and learn to take advantage of this potential

26. The Evolution of the Ad break Program Block AProgram Block BProgram Block CProgram Block D Long Form Ad Content Showcase Sponsored Telescope Telescope Coupon 30 Minute Show POD 1POD 2 POD 3 X

27. No information (metadata)

28. No information (metadata) No Audience

29. TV Anytime is not just about TV!

33. “New” Broadcast 2005 DTT-H handsets 3G Video/WiFi 2004 ? 20Mbps 4G in 2006

34. The future home of the future Networks Provider PDR service providers content providers In-home Network Gateway In-home Network removable media Gateway storage NDR Provider PDR DVD control/content control Networks