Driving the Audience to Information TV Programmes

The Information TV proposition has two important pillars: one is a sponsoring client, who wants to be able to communicate their message in their own way; the other is a willing audience – people who want to see and hear the message.

The sponsoring client is generally already in contact with its audience, through at least some existing channels of communication: hard copy (advertising, brochures, forms, newsletters, mailings); online (websites, e-mailings, e-newsletters); and of course, broadcasting itself may already be utilised for radio and TV advertising. In some cases, call centres, outbound telemarketing and text messaging may be important interfaces. All of these can benefit from the use of television to communicate the client message. The historic approach may be accomplishing little more than inviting the audience to request more information.

It is a simple and low-cost task to “trail” Information TV programmes, by way of an explicit direction to the programmes, or pointers to the programme schedule, on the existing communications. A willing audience will readily make the effort to find out when a programme is being broadcast, and will make arrangements (either live or recorded) to view the programme.

The primary route therefore for driving an audience to programmes on Information TV is via simple overprinting or mentioning of the programme times on existing forms of communication. This will generally incur no additional costs – and may well lead to a reduction in the need to use some of the traditional means of communication. It will also provide the glue that gives cohesion to any aggregation of channels of communication, and increase the effectiveness of the other information sources.

Information TV also offers additional secondary routes:

•  Visibility of the programme on Information TV’s programme schedule
• Internet links from client websites to the Information TV website/schedule
• E-mail and SMS alerting to registered users of the Information TV website

There are some features of the Information TV proposition which are markedly different from virtually all existing channels and will potentially impact a client’s communication strategy:

• Information TV deliberate sets out to reach audiences which are important for their specificity rather than for their absolute size. (Television advertising generally hopes to deliver a large audience, with consequent high costs, so to reach a specific group is inordinately expensive, and with a specific message, is difficult).
• Unlike “normal” channels, Information TV is able to carry multiple repeats of the same programme, either within a short period or spread out over time. So, the appropriate metric of Information TV’s audience size is the total reached over time, rather than that for one programme transmission. Many “official” messages have a specific requirement for constant repetition of the same message, in order to reach audiences which themselves are renewing and changing over time.
• Information TV is able to offer sponsoring clients fixed time slots on the programme schedule, so facilitating communication with the target audiences at regular intervals.
• Information TV places programmes in a context of themes of related material, which will be of relevance and interest to a viewer who was attracted to one specific programme. Both the viewer and the sponsoring client benefit as a result, and even small programmes are not “lost” in the schedule. All programmes benefit as a result, and government potentially becomes “joined up” extremely effectively.
• Information TV does not have to compromise on the informational aspects of its programmes, in order to make them more appealing to a mass market. Whilst we do encourage clients to make programmes which convey messages in an entertaining manner, the client can assume that the audience is interested in the content, so does not have to trivialise the material.
• The nature of the relationship between sponsoring clients, Information TV and the audiences is such that programming can rapidly respond to feedback and changing needs in the client/audience interaction.
• The costs associated with Information TV permit relatively very low-cost experimentation with programme formats.
• Ethnic languages, signing, subtitling and other accessibility features can be added to Information TV programmes at modest cost, so allowing targeting of groups which are otherwise difficult or expensive to reach, and who themselves will appreciate being catered for.
• Neither Information TV nor its client sponsors need to attempt to create “blockbuster” programmes at the first attempt. The business model permits a steady and sustained development from small and focused beginnings. A willing audience will participate in building the effectiveness of the ultimate result.
• Where lack of access to appropriate technology to receive broadcasts is an issue in terms of reaching a target audience group, it will frequently be found that provision of the necessary receiving equipment is a small cost, in the context of an overall communications programme.
• If required, programmes can be scheduled, created and transmitted at very short notice, or even live.

Measuring the Audience

In multi-channel TV, it is difficult to provide audience viewing figures for any other than the largest channels. What is clear, however, is that audiences are steadily deserting the mass-market channels for those which better meet their needs and interests. Multi-channel homes are increasing. In multi-channel homes, there is a proven determination to seek out programmes of interest, rather than regard the extra channels as merely more entertainment choice.

Just as consumers purchase specialist magazines only when they have a specific requirement, Information TV is positioned as the channel to go to when “official” information is sought.

The BARB methodology will not cater for measurement of viewing figures for Information TV, except on special occasions when a high-profile programme has been broadcast. We therefore encourage sponsors to include feedback options, however simple, in order to gain a measure of effectiveness of the programme. We suggest, and can offer:

• Voice telephone response lines, for feedback, opinion polling, alerts to further similar material, and requests for further information
• Website links, either to the Information TV or client website
• Website cross-links from the Information TV website, and specific programme schedule details, to client websites
• Website cross-links from the client website to the relevant Information TV programme/theme schedule area

Above all, we encourage clients to put in place metrics which measure the real (and desired) outcome (e.g. reduction in call centre costs, increase in quality and/or quantity of applications, change in behaviour, hits on an information website), rather than merely measure the size of an audience exposed to a brief message, but which has not resulted in any behavioural change.

With our partners, we can undertake full on-air interactivity, up to, and including, “red button” functionality, which could direct viewers to further material; or to interactive facilities which, for example, test a viewer’s abilities, or their need for treatment or advice of a very specific nature.

Summary

Television is still the most trusted and compelling of all media.  Information TV’s business model allows its clients to fully exploit television at low cost, in such a way that they can broadcast their message in the way they want to.  Clients’ existing communication channels can carry simple directions to that broadcast, at little additional cost; this in turn ensures that the audience for broadcasts are willing and interested.

A willing audience will be far more prepared to react to appropriate calls to action.  The combination of DTV, telephony and web based interactive services can then work together to deliver high quality response and interaction.

April 2004