CONSULTANT REPORT: CABLE TELEVISION VIEWING

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12 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

66 εμφανίσεις







2010


Turner Broadcasting


Kadi Calloway


[
CONSULTANT REPORT
: CABLE TELEVISION V
IEWING
OVER THE INTERNET AN
D MOBILE DEVICES
]

This report is intended for Karen Painter

SVP, Enterprise Applications

Turner Broadcasting System

Introduction

When considering ratings this day in age, we have to take in to account more than just
television ratings for our
cable
networks over traditional television screens.

Nielsen has named
“three screens” of television viewing relevant to contempo
r
ar
y society’s primary viewing
methods. These “three screens” include television, internet and mobile; the use of the two latter
mediums growing exponentially each year in popularity. Overall, Turner Broadcasting System
must not only consider the implica
t
ions of television viewing in its primary form (traditional
television) but also acutely explore
television
viewing
habits
over internet and mobile platforms.

Specifically, t
his consultant report is drafted for Ms. Karen Painter, Senior Vice President
of
Enterprise Applications,
Turner Broadcasting System
. Ms. Painter leads
an applications
development team supporting The Entertainment Networks (TBS, TNT, Cartoon Network, TCM,
CNN News Networks, Turner's Corporate Group, and the sports division). The Enterprise
Applications Department
she oversees
focuses on
programming
soluti
ons that are
fouced

interna
l
l
y
.

Her team concentrates on solutions in the areas

of system architecture, software
quality assurance, business analysis, research and development,
and
project management
. This
report will point out the current pressing issue
s of measuring television viewing habits over the
internet

and mobile devices
, a market industry topic that is especially relevant to Turner
Broadcasting’s Entertainment Networks. Some of the following key topics that will be explored
in this consultant r
eport will transcend Ms. Painter’s Enterprise Development team and provide
vital information for future research and development within Turner Broadcasting.



Cable Television over the Internet

Turner
Entertainment Network executives
must first realize tha
t recent technology is
helping drive video primarily on these “second” and “third” screens, internet and mobile.
The
Nielsen Three Screen Report from the 1
st

quarter 2010 points out that
“The proliferation of
broadband access is bolstering online video, cr
eating an alternative mass outlet for distributing
television content and “timeshifting” long
-
form TV.

This technology is helping inhabit diverse
and original programming that can cater to certain audiences significantly
better

than traditional
over
-
the
-
air cable programming. The popularity of streaming television over the internet is at an
all
-
time high and has allowed audiences to easily access programming “anytime, anywhere,” as
Nielsen
imagined
.

The widespread
growth

of the

internet has
certainty

prom
p
ted the rise in cable television
view
ing over the internet. While televisions are stationary and utilized primarily in the home,
television over the internet allows additional options for anytime, anywhere media consumption.
T
oday, Wi
-
Fi

is available in many offices,
restaurants and even on planes. This way, while
people may not necessarily have time to sit at home in the morning or at night and watch
television, they can catch up with their favorite shows over the internet on
the go or even in the
office. In fact, Nielsen Wire affirms “
The work day (M
-
F,

9am to 5pm)

continues to be
primetime for Internet video.
” This fact proves that while the busy employed person may not
watch television traditionally, they can take the time

out of their work day to catch up on
television on their lunch breaks or between meetings while at
work
.

With the realized success of internet sites
such as Netflix and Hulu
providing
programming
,

people now turn to the Internet to stream content anytime, anywhere.
Also
, the
technological advances of internet
-
connected devices such as

the Apple iPad and iTouch and
Dell N
etbooks have created a whole new mass outlet for cable television programming.

In this
way, internet has caused a change in viewing behaviors and preferences that should be realized
by Turner Entertainment Networks in order to reach the widest possible audience and key
demos.

Cable Television over Mobile Devices

Furthermore, Turner
must consider the implications of distributing programming content
over mobile devices. With the exponential

diffusion of
Smart phones such as iPhones,
Blackberries and Droids
, consumers are increasingly using mobile devices to access the internet,
including watching television through this medium.

While the Nielsen 2010 First Quarter Three
Screen Report notes that “Mobile subscribers watching video on a mobile phone is still
only a
small fraction of the audience, the year
-
over
-
year growth is a notable 51.2%.
This area is
explicitly important for Turner to perhaps consider mobile technological enhancements that
further epitomize the possibilities of this growing medium. In th
e area of mobile phones, there is
really more to consider than just primarily programming choices and developments. Turner’s
Research and Development teams should assess the quality and features of Turner programming
that is catered to the mobile platform

in order to target this market share of mobile, on
-
the
-
go
television viewers.

Statistics concerning the increased viewing of television over mobile phones also
provides new information that Turner can
use to its advantage to gain knowledge about

target
de
mographics
. For instance, many have speculated that mostly teenagers use their mobile
phones for television
viewing. However, in its 2010 First Quarter Three Screen Report, Nielsen
actually determines that “over half (55%) of the mobile video audience is

aged 25
-
49, not teens
as some might think.”
In this way, Turner can determine specific programming to meet the
needs of these consumers who most often utilize television viewing from their mobile phones.
Also, a 2009 blog from Nielsen Wire describes dif
ferences in mobile viewing across genders.
The article describes that “M
en continue to watch video on mobile phones more than women,
and women continue to watch video on the Internet and TV more than men.


This statistic could
help Turner executives deter
mine which programming elements to cater to different genders over
varying mediums. For example, Cartoon Network’s Adult Swim department may consider
creating more unique content for mobile devices to accommodate males who utilize more mobile
phone usage
time. Similarly, TNT could consider adding more episodes of Law and Order or
Charmed to Netflix that would appeal to the wide female audience who watch television more
over the internet.

Overall, there are some
significant

changes in the cable television i
ndustry concerning
mediums for television viewing across key demographics. Turner Broadcasting System can
utilize this information in order to assess research and development topics for its Entertainment
Channels as well
catering

programming choices
to fi
t

these alternate viewing platforms.
In my
opinion, w
hile the industry is changing
, the good news is that cable television
viewing isn’t
dwindling but

merely
growing
new and exciting ways
. Nielsen vice chair,
Susan Whiting
, points
out
“The American fasci
nation with television and other video content is not easing up, as
consumers keep turning to TV, Inter
net and Mobile at record levels.

By t
aking into account the
recommendations in this consultant report

and further exploring the areas of internet and mobile
viewing strategies
, Turner should remain
a leader in the media and entertainment
market

as

a
major producer of news and entertainment programming for the

cable
television
industry.