Tired of the same old TV shows with the same old programming? Sitting on the couch with your laptop or tablet just to look up upcoming episodes or televised sports events? Smart TV? No. There’s a whole new breed television coming down the pipeline.
The Evolution of TV (WeAreUPC, 2011)
What is the future of television?
On May 23, 2012, Nippon Hosou Kyoukai (NHK) made an announcement in Japan about a new integrated television watching experience dubbed “Hybridcast” which is anticipated to hit the commercial market in 2013 (Beach, 2012; Diginfonews, 2012; Buckley, 2012). Hybridcast offers a hybrid broadcast that includes both regularly broadcast cable TV video supplemented and integrated with internet content for an interactive viewing experience (Diginfonews, 2012; Beach, 2012). The video is matched with information that can be displayed alongside programming on the main television screen as well as information that can be synched for use on either dedicated tablets or other HTML5-compatible hardware and software. Much like using the radio to either replace the announcer (Smith, 2010; Scanner Master Police Scanners Corporation) or obtain information that the regular broadcast lacks, the combination of “connected” and broadcast video are opening doors for some very interesting viewer engagement opportunities. There have been similar attempts for viewer engagement through the integration and convergence of broadcast television with social media sites like MySpace, Facebook and Twitter (Tweney, 2012). However, Hybridcast is unique in the level of its proposed integration and engagement. In an interview, NHK explains that existing commercial televisions could be modified to handle the new Hybridcast.
People already use their connected, portable electronic devices to look up products, show information and for other purposes while watching TV (William, 2007). NHK demonstrated how they are taking this to the next level using HTML5 to engage the viewers, with suggestions including: tracking players, statistics or other information during a live sports match or game, even being able use an overlay on the television to know where your favorite player/athlete is at all times; allow viewers at home to actively participate in a televised quiz show; and track where people are on a travel program. After the break is a clip on YouTube that explains the technology, to visually understand how viewers are anticipated to interact with the video programs.
NHK Hybridcast making broadcast TV interactive (Diginfonews, 2012)
From an integrated marketing perspective, the new type of connected broadcast offers several opportunities. For example, the technology may allow for broadcast/content providers to be consistent as they connect across media. The content that is delivered to the television will be available able to be connected to tablets, laptops or other hardware that is configured to run with it, even possibly including mobile phones. The content then becomes mobile and can be manipulated to include things such as advertisements from sponsors or direct URL links to product websites or related company/product pages. If used as an engagement tool, the programming that streams alongside the program could also include surveys and other tools to help marketers understand what the viewers are most interested in. This will allow the content to be further tailored to better match their interests, and allow another channel for the consumers to come to businesses.
As this relationship with the viewer further develops, more opportunities to use principles of integrated marketing will most likely appear. The broadcast video providers will be able to learn valuable information as it establishes a relationship with viewers. The information may then be used to deliver messages more effectively, pinpointing contact points that may be included in a program sponsor’s marketing communication strategy (Kitchen & Burgmann, 2010). Leveraging this information as the starting point, marketing campaigns may be redesigned to better support each other in a more fully integrated effort – ensuring the viewers will be able to identify the same products and services away from the Hybridcast experience.
As an avid sports fan, the idea of integrated broadcasts takes on a whole new meaning for “watching the game.” Tracking my favorite athlete is appealing, and if I can also listen to the live broadcast from my radio station through the Internet and have it synched with the video, this would bring it to a whole new level. However, I will still not have even scratched the surface: maybe I could click on my favorite athlete’s name and pull up a bio, fan site, or even an online store that sells memorabilia. Having what I want at my fingertips and feeling like I am a part of the program/game/event is very appealing, and I believe Hybridcast may be just what the viewer – and the marketer – wants!
References:
Using TV as an educational tool. (1990, January 24). The Reporter, p. 5A.
Beach, J. (2012, May 24). Japanese broadcaster NHK developing “Hybridcast” platform. Retrieved from IPTV-News: http://www.iptv-news.com/2012/05/japanese-broadcaster-nhk-developing-hybridcast-platform/
Buckley, S. (2012, May 27). NHK demos Hybridcast streaming, teams up internet and cable TV for superior 3D delivery. Retrieved from Engadget: http://www.engadget.com/2011/05/27/nhk-demos-hybridcast-streaming-teams-up-internet-and-cable-tv-f/
Diginfonews. (2012, May 23). NHK Hybridcast making broadcast TV interactive [Video]. Retrieved from YouTube: http://www.youtube.com/watch?v=ThrOv2NqI00
Kitchen, P., & Burgmann, I. (2010). Integrated marketing communication. In Wiley International Encyclopedia of Marketing. John Wiley & Sons Ltd.
Scanner Master Police Scanners Corporation. (n.d.). Listen to your favorite radio broadcasters call games in sync with your tv! [Product information page]. Retrieved from Scanner Master Web Site: http://www.scannermaster.com/ProductDetails.asp?ProductCode=01-561700&Click=53438
Smith, B. (2010, March 26). Wath on TV, listen on radio: What announcers make you want to scream? [Web log]. Retrieved from PennLive : http://blog.pennlive.com/pennstatefootball/2010/03/watch_on_tv_listen_on_radio_wh.html
Tweney, D. (2012, January 9). Myspace reinvents itself as an “entertainment experience,” with help from Panasonic and Justin Timberlake. Retrieved from Venture Beat: http://venturebeat.com/2012/01/09/myspace-tv-panasonic/
WeAreUPC. (2011, December 12). The Evolution of TV [Video]. Retrieved from YouTube : http://www.youtube.com/watch?v=BWNXfoplvMQ
William. (2007, July 25). T-Mobile Wing Phone [Product review comment]. Florida: Amazon.com. Retrieved June 9, 2012, from http://www.amazon.com/T-Mobile-Wing-Phone/product-reviews/B000QTWT7W
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