I'm Victoria Jaye, Head of IPTV and TV Online Content, 大象传媒 Vision, and today I'm presenting an overview of our editorial approach to companion experiences at the in London.
First, what do I mean by 'companion experiences'?
Broadly, this means additional content offered on a companion screen (PC, mobile, tablet or even the same TV), related to and synchronized with the programme you're watching on TV. This could be further information, a play along experience, social or control features - the overall aim being to enhance the audiences' TV viewing.
This isn't a new idea for the 大象传媒 or our audience. We've been offering simple, easy to access and entertaining companion activity via 大象传媒 for well over a decade. In fact, Red Button is the 大象传媒's most successful companion experience to date, attracting 20 million viewers a month - but it's one that's confined to the TV screen.
As more and more internet connected devices enter the living room, we can extend entertainment beyond broadcast and the TV screen, bringing our shows to life for audiences in ever more exciting ways.
Our editorial approach to companion experiences is three fold:
鈥 Build on existing audience needs and behaviour
鈥 Go beyond broadcast
鈥 Drive creative renewal and innovation
We want to immerse our audience in the programme they're watching even more by building on the existing needs and behaviours the show inspires. We've learned a lot about this from years of programme-related experimentation on 大象传媒 Red Button and 大象传媒 Online.
We also want to satisfy audiences' interests and passions sparked by our programmes, by creating rich and compelling journeys beyond broadcast TV that connect audiences to related content across the breadth and depth of our 大象传媒 Online portfolio -TV, News, Knowledge & Learning, Radio & Music, Sport, and Children's.
We want to creatively renew the audience experience around loved and established programmes, as well as enable brand new formats to flourish.
We want to deliver a better public service in the round and we want to get this right for our audience.
Over the course of the next year, we'll be piloting companion experiences around a handful of our programme titles, to explore the key features and functions that genuinely make watching great TV an even better experience. We want to drive mainstream take-up, so we'll look to pilot experiences that appeal to more traditional TV audiences, as well as tap into the entertainment needs of audiences more at home with companion activity.
We've already completed closed pilots around two 大象传媒 One TV series - Secret Fortune and Frozen Planet.
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| 17:00 UK time, Thursday, 31 May 2012
