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Over-the-Air Strategies 2007-2009

Over-the-Air Strategies 2007-2009. PBS Showcase 2007 Dennis Haarsager KWSU/KTNW. Over-the-Air Strategies. Competition for viewer attention increases with cable and DBS growth Consumers are buying HD-capable monitors and receivers

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Over-the-Air Strategies 2007-2009

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  1. Over-the-Air Strategies2007-2009 PBS Showcase 2007Dennis Haarsager KWSU/KTNW

  2. Over-the-Air Strategies • Competition for viewer attention increases with cable and DBS growth • Consumers are buying HD-capable monitors and receivers • OTA is still important in many markets and PTV memberships are disproportionately impacted • Dual OTA strategies

  3. # Ch’s Avail In Avg US HH

  4. Source: Nielsen Media Res. HH mins/channel viewed down 26% from 95 to 05

  5. Over-the-Air Strategies • Competition for viewer attention increases with cable and DBS growth • Consumers are buying HD-capable monitors and receivers • OTA is still important in many markets and PTV memberships are disproportionately impacted • Dual OTA strategies

  6. Think Higher Definition • With a proper antenna, even SD provides a noticeably better viewing experience than analog (perfect picture) • On the cheap new DTV SD receivers, HD programming stands out • Most broadcasters will provide more bits and better encoding for SD and HD than will cable and satellite

  7. CEA HD Estimates • 28% of HH have HD sets • 35 million sets • More than half are 40”+ • Paid an average $1,347 per set • Receive using: • Cable, 40% STB, 18% no STB • Satellite, 30% • Antenna, 10% • Internet, fiber optic, 4% each Source: CEA survey of 2,090 adults in December 2006

  8. Over-the-Air Strategies • Competition for viewer attention increases with cable and DBS growth • Consumers are buying HD-capable monitors and receivers • OTA is still important in many markets and PTV memberships are disproportionately impacted • Dual OTA strategies

  9. OTA Produces Members • CPB-commissioned data show that OTA is disproportionately used by PTV members • Averaging three OTA estimates (Nielsen, Home Tech, Centris), an educated guess is the OTA member % is about 50% higher than your market’s OTA % • Among known members: • 88% are in the prime “Measured & Engaged” segment, vs. 20% of all members • 70% “turn to PBS first” vs. 54% of all members

  10. Top PTV OTA DMA (%) Source: Nielsen Media Research Source: Nielsen Media Research

  11. Top PTV OTA DMA (HH)

  12. Over-the-Air Strategies • Competition for viewer attention increases with cable and DBS growth • Consumers are buying HD-capable monitors and receivers • OTA is still important in many markets and PTV memberships are disproportionately impacted • Dual OTA strategies

  13. Dual OTA Strategies • Starting now, push free Higher Definition and “enhanced resolution analog” reception to your viewers • Conform your digital channel to commercial practice in your market. Align your dot-one DTV channel with your analog channel. • For members, consider active conversion help • Beginning with wide availability of coupons and coupon-eligible STBs, push analog converters

  14. DMA OTA Estimates (Nielsen) • http://technology360.typepad.com/OTA_HH_by_DMA.pdf or • www.technology360.com and click OTA TVHH by DMA under Files

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