Consumer Awarness. Régis Saint Girons, Moderateur Matthew Huntington, Freesat Dennis Grams, ARD Digital. Sponsored by:

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1 Consumer Awarness Régis Saint Girons, Moderateur Matthew Huntington, Freesat Dennis Grams, ARD Digital Sponsored by: 1

2 Matthew Huntington CTO Freesat Matthew leads the design, development and delivery of Freesat s future technology roadmap, whilst also ensuring the smooth running of existing services. Previously Vice President of Product Marketing for NAGRA, Matthew was responsible for managing the company s product strategy and positioning. He has more than 18 years of experience in developing solutions, services and products for digital and interactive television, starting with video-on-demand trials in the early 90s.

3 TV INTERACTIVITY CONSUMER AWARENESS IN UK 11 th June 2015 Matthew Huntington CTO

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11 Ceefax BBC iplayer Freetime BBC iplayer HTML +

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18 Germany Dennis Grams Communications Manager ARD Digital Dennis is communications manager at ARD Digital. He is responsible for the planning and steering of communication campaigns which aim to provide television viewers with basic information regarding different technical aspects of television broadcasting standards like HbbTV, HDTV or analogue switch-off (satellite) for the German public-service broadcaster ARD.

19 Consumer awareness campaign - HBBTV EUROPEAN ROUND TABLE 2015 Auf ROT geht s los A communication effort to establish the HbbTV standard and services in Germany D. Grams

20 Kommunikation und Marketing ARD Digital Auf ROT geht s los consumer awareness campaign HbbTV a standard worth promoting? One of the answers to the changing TV market combination of linear and on-demand services. Enables TV stations to create a new viewing experience bolsters brand strength. Ensures TV stations have the upper hand on content distribution secures future audience. No intermediaries, no additional platforms, no additional costs direct access via TV channels.

21 Kommunikation und Marketing ARD Digital Auf ROT geht s los consumer awareness campaign What were the main goals? Although nearly all manufacturers implemented the standard, many disabled it by default through the system settings get manufacturers to enable HbbTV by default. Although adoption rate of HbbTV devices rose the level of connected devices stayed low get the audience to connect devices and use the provided services.

22 Kommunikation und Marketing ARD Digital Auf ROT geht s los consumer awareness campaign What about the industry? All German TV stations and the big manufacturers had to be pulled on board use of an already established roundtable that addresses tv stations and manufacturers alike. Discussions lead to common understanding on why HbbTV is equally important for both parties. All TV stations offer unencrypted services and all manufactures unlocked HbbTV on new devices.

23 Kommunikation und Marketing ARD Digital Auf ROT geht s los consumer awareness campaign What about the viewers? HbbTV is an awesome standard but hard to explain tech terms are easily misunderstood. Separate communication efforts by tv stations were deemed counterproductive audience confusion would be guaranteed. Build one roof under which all TV stations can join while still maintainig their brand identity. Audience must easily recognise what they have to do.

24 Kommunikation und Marketing ARD Digital Auf ROT geht s los consumer awareness campaign What about the viewers? Shows audience what to do (press button) Shows audience which button to press (red one) Says what to expect (my button for smart TV)

25 Kommunikation und Marketing ARD Digital Auf ROT geht s los consumer awareness campaign What about the viewers?

26 Kommunikation und Marketing ARD Digital Auf ROT geht s los consumer awareness campaign What about the viewers?

27 Kommunikation und Marketing ARD Digital Auf ROT geht s los consumer awareness campaign Are we there yet? Yearly numbers of sold SmartTVs with HbbTV on the rise 4,2 million sold SmartTV with HbbTV sold in 2014 compared to 3,3 million in Steady growth of HbbTV enabled devices in german homes 14,7 million devices in 2014 compared to 5,1 million in More than 90 percent of yearly sold SmartTVs use HbbTV. Nearly 100 percent of HbbTV devices have red button enabled by default.

28 Kommunikation und Marketing ARD Digital Auf ROT geht s los consumer awareness campaign Key learnings: Market impact can be maximised through co-operation between stations and manufacturers. HbbTV has to be enabled by default on devices. A dedicated button or consistent way for the audience to use the services is important. Coordinated communication efforts increase the chance that the audience remembers what to do.

29 Australia Liz Ross General Manager Freeview

30 HbbTV Association HbbTV April 2015 page 30

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38 HbbTV Association HbbTV April 2015 page 38 Thank you for your attention! All rights reserved. All text, images, graphics and charts are protected by copyright. Reproduction or use of the content is not permitted without the express consent of the author. Please not that some of the photo material used in the presentation is subjected to third-party-copyright.