ITV

Category: iWorld

  • Diptrix.com: Virtual reality grabs kids

    Has anyone heard about the Adventures of Trix Rabbit? Just click your way through the hip hoppity town, to the habitat of the super energetic Trix Rabbit, Diptrix.com. It exemplifies a world of freebies and games galore, a kid‘s haven!

    As marketers look for new ways and means to connect with their consumers, the task becomes doubly hard when the target group is a bunch of kids. In what appears to be an emerging trend among brands today, marketers are increasingly using the concept of community based websites. This provides a medium to directly reach out to each consumer via active engagement with the product, thus strengthening the ‘connect‘ between the two.

    The Dip Trix homepage

    Following this path, General Mills latest offering Dip Trix Cookies ‘n‘ Cream launched diptrix.com simultaneously with its national rollout in March this year.

    To make a big noise around the new product, the brand aimed at creating a “virtual playground” – a space for their little consumers to have fun through games, sharing stories, trivia and downloads.

    A key hook used to build participation was the oft used collect points proposition (in this case virtual currency “cookies”), which can be exchanged for real life merchandise.

    Additionally, the ‘Hall of Fame‘ announces the names of participants with the highest scores. The leader in this currently is a kid who has gathered more than 10,000 “cookies”.

    Diptrix.com also provides a learning experience for kids via quizzes and an opportunity to express their point of view. The brand mascot Trix Rabbit befriends each visitor guiding them through every section of the site and through a story narrates the Dip Trix experience.
     
     

     

    General Mills, India marketing director Gayatri Yadav believes, “Children of today are increasingly technology savvy, requiring marketers to think of new ways to connect and communicate with them. The traditional modes of TV and print media are no longer enough. It is important to explore new media options that allow not just a one way communication, but a two way dialogue and interactivity. The key is to go beyond brand exposure to brand engagement.”

    Brand mascot Trix Rabbit narrates his story

    It is estimated that the average time spent on the site by the TG (kids between the age group of 6-14 years) ranges from 20-25 minutes. Within the first five months, the site had more than 10,000 registered users, with the monthly average of page views nearing 300,000.

    Unlike other community websites that boast of a huge user base, Diptrix.com is content with its set of loyal visitors. This fulfills one of their key objectives which is to increase frequency of visitors rather than expand their reach. The site epitomizes fun for kids with its cute look and feel and it has been calculated that on an average, kids log on to this site to play the games more than thrice a week. The games differ in complexity making it appropriate to the wide TG, although it may be said that the average age of visitors are approximately 10 year olds.

    The key idea was to provide kids with a space of their own to learn, play and be rewarded for their efforts. This subtly acts as a sphere of empowering the ‘little fellows‘, giving them an incentive to keep them coming back for more. They can redeem these “cookies” for a whole range of branded goodies offered at the online store, from Trix Rabbit caps, T-shirts and bags, to lower value items like stationary and stickers.

    The Krissh and Trix game

    Moreover, the launch of the website was also co-ordinated with the release of Krissh. During a promotional period, the official mask of the Indian superhero was distributed on purchase of Dip Trix Cookies ‘n‘ Cream. Currently, a Krissh ‘advergame‘ has been posted on the site, which allows kids to put on the mantle of their hero and outrun the ‘silly‘ rabbit thus, redeeming cookies for the mask. This has served as an effective tie-up as the buzz around this has driven traffic to the website.

    The creative team, Hungama.com (Virtual Marketing (India) Pvt.Ltd) handles the website and has worked on several brand websites including Coca Cola and Axe. However, in this case the challenge for them was to develop an online solution for a kid‘s centric category that had to be exciting and addictive. As a result of being a new entrant in the Indian market, the website had to be an integral part of the entire communication mix.

    Kids voice their opinions on Kid Speak

    Besides the buzz sparked off with Krissh, the website was also promoted via on-pack messaging and TV. However, much ideation went into the initiative as kiddies are no longer passive consumers. The creative team tells us that various competitive kids‘ websites and other consumer engagement websites were analyzed while preparing the content strategy for the Dip Trix website. To keep a tab on the activity on the site, Hungama.com has an in-house tracking and reporting application and follows web trends to monitor page views and visitor analysis, in order to study the behaviour of registered users. “To have a set of loyal visitors to your website, community building is one of the best tools available.”

    To sustain the hype around diptrix.com, content is regularly updated to keep the interest levels high. Two new games are added every month while other sections are updated on a weekly or fortnightly basis.

    Besides, there are plans to introduce new branded merchandise like watches and umbrellas in the coming weeks, as a trend has been observed whereby, kids are accumulating a huge amount of “cookies.” To prevent stagnation, these new items will be of higher value thus allowing kids to redeem the bulk of points collected.

    Kids can download wallpapers & more

    What is also interesting is that this activity also allows for a ‘sharing experience‘ among kids and their parents. As parents guide their kids through the site, it creates for quality time spent and includes parental involvement. Parents are even kept informed about their kid‘s activities and the freebies they win on the site.

    As every brand attempts to give its customer the value of an emotional connect, Dip Trix Cookies ‘n‘ Cream believes, “The website is not about generating brand sales but about building an enduring and vibrant relationship with the Indian child. We see this as a long term channel to interact and engage with the child, and build a brand via a relationship, not just messaging, via creating a community and not just communication.”
     
  • AT&T and MobiTV launch live TV subscription service for broadband

    AT&T and MobiTV launch live TV subscription service for broadband

    MUMBAI: AT&T Inc. and MobiTV, Inc., the global leader in television and music services for all things mobile and broadband, have inked an agreement to offer a mobile television service to broadband users in the United States, including AT&T Yahoo High Speed Internet and AT&T WorldNet subscribers.

    The browser-based service, which will be called AT&T Broadband TV, will enable subscribers to use a computer to access a wealth of live programming while at home, at work, or on the go using wired and wireless broadband technologies.

    Through the deal, AT&T becomes the first U.S. broadband provider to offer a live TV subscription service with MobiTV to consumers through any broadband connection. The service expands upon an earlier agreement that enables AT&T to offer MobiTV to customers who use thousands of AT&T Wi-Fi hot spots, states an official release.

    The AT&T Broadband TV service will initially have approximately 20 channels of live and made-for-broadband television content spanning national news, sports, entertainment and full-length music videos from top artists. Among the channels included in the initial channel lineup is Fox News, Bloomberg, Oxygen, History Channel, Comedy Time, Toonworld, Maxx Sports and the Weather Channelm, the release adds.

    The industry-leading, browser-based service features desktop integration for easy access, fast channel-changing, full-screen functionality and quality video playback. Subscribers can quickly access AT&T Broadband TV through a hyperlink or desktop shortcut.

    Users will have access to a comprehensive channel lineup for a flat monthly subscription of $19.99. And soon, additional television channels will be offered to ensure that AT&T customers have access to the broadest range of entertainment content. The subscription can be used with nearly any broadband connection, at home, work or on the road.

    Consumers can test-drive and order the new service at http://att.mobitv.com. The companies will also market the AT&T Broadband TV offering on the AT&T WorldNet portal at www.att.net.

    “The AT&T Broadband TV service offers our customers the ability to watch live television programming beyond the TV screen, increasing our capabilities to provide compelling content to consumers who are seeking information and entertainment when, where and on the device they desire,” says AT&T Entertainment Services EVP Scott Helbing. “The deal helps further enhance AT&T’s broadband service and three-screen initiative by offering differentiated broadband-enabled content that consumers are increasingly demanding.”

    “Television is officially available on the PC now and will reach television fans in their home, office, college dorm, at the airport or anywhere they happen to be,” says MobiTV chairman & co-founder Dr. Phillip Alvelda. “MobiTV and AT&T will deliver premium quality content seamlessly across all broadband networks, making entertainment, wireless and technology history.”

    Through this agreement, AT&T, the nation’s largest high speed DSL Internet provider with more than 7.8 million DSL lines in service, will give its customers and other broadband users a new avenue for entertainment and information, enabling them to take control of their viewing options. In addition, the company recently launched AT&T Homezone, a groundbreaking new service that integrates AT&T Yahoo! High Speed Internet, AT&T | DISH Network satellite television and AT&T Home Networking services via a single device.

    The new AT&T Homezone service provides Internet-based video with satellite TV programming in a seamless in-home experience, giving consumers a powerful new way to extend the best of the Internet beyond the desktop to bring entertainment content to their TV screens and stereos. It features digital videorecording, movies on demand, photo- and music-sharing, storage for both, and it whets the anytime/anywhere generation’s appetite with remote, Web-based access to the system.

  • Nokia launches first live DVB-H mobile TV service in Asia

    Nokia launches first live DVB-H mobile TV service in Asia

    MUMBAI: Mobile communications firm Nokia and Vietnam Multimedia (VTC) have inked a deal to launch commercial mobile broadcast TV services based on Digital Video Broadcast-Handheld (DVB-H) technology in two Vietnamese cities by the end of the year.

    The agreement is Nokia’s first commercial mobile TV service rollout in the Asia Pacific region. It is also among the first of Nokia’s commercial rollouts globally. Nokia is currently spearheading several trials in the Asia Pacific, Europe and North American countries.

    VTC is a broadcaster and operator in digital broadcasting. It will make available its mobile PayTV services to consumer subscribers in Hanoi and Ho Chi Minh City. Consumers in both cities will be able to enjoy seven digital TV channels as well as a video-on-demand service from a catalogue of selected titles offered by VTC.

    The service is available on Nokia’s Nseries DVB-H enabled multimedia devices, delivered by the Nokia N92 which will make its debut in Vietnam for this purpose.

    For the uninitiated DVB-H, is a broadcast-to-mobile technology which provides reception of the ordinary television broadcasting in digital format on mobile phones and television screens mounted on-board public and private means of transportation. DVB-H was chosen based by Nokia on its merit to support mobility, efficient power management, and DVD quality audio and video services without disturbance.

    Up to 50 TV channels can be delivered with low cost, over one network. With extensive pilots of broadcast mobile TV currently taking place across the globe, involving leading broadcasters, mobile
    operators, broadcast network operators and handset manufacturers, the market for commercial broadcast services is expected to grow throughout this year.

    Mobile TV broadcasting works by receiving a digital TV broadcast signal optimized for mobile devices from the air in much the same way as televisions at home do. Channel guides will also be broadcast allowing users to keep abreast of the latest programmes on air. Broadcast Mobile TV is not the same as a streaming video service over 3G or GPRS where each recipient gets a separate copy of the programme stream. Rather, one simultaneous TV stream can be received at any time by any number of users enjoying high picture quality and low battery power consumption.

    VTC director Le Doan Quan said, “The open technology platform solution provided by Nokia resonates with VTC’s vision of increasing choice and participation for consumers and other technology providers. Nokia implementation uses the OMA DRM approach for services and content delivery protection thus enabling many additional possibilities such as delivery of ringtones, logos, music, videoclips, games and large file applications, in addition to the ordinary TV programmes.”

    “This equips VTC with a cost-effective and future-proof platform for driving the development of the vibrant multimedia ecosystem in Vietnam.”
    Nokia Multimedia Asia Pacific director, experiences Jawahar Kanjilal said, “We are delighted to be part of this great development in Vietnam. This marks the beginning of exciting times in the Asia Pacific broadcasting industry, bringing digital television to consumers’ pockets and ushering in a new era of personal interactive entertainment.

    “The Nokia N92 multimedia computer will be a key element of this consumer offering, and we look forward to the continuing development of mobile TV services in the region.”
    Under the agreement, Nokia and VTC are committed to jointly propel the consumer adoption of mobile entertainment services in Vietnam. After taking mobile TV services commercial in Hanoi and Ho Chi Minh in 2006, VTC plans to extend the coverage to a national level over a two-year period.

    In the Asia Pacific, Nokia claims to have spearheaded several mobile TV technology showcases in countries such as Singapore (with Mediacorp & M1), Malaysia (Astro & Maxis), as well as in India and Taiwan. Nokia also participated in many industry-wide events demonstrating simulcast mobile TV content together with players in the media and entertainment industries in Australia.

    Nokia is also in the midst of a DVB-H trial first started last July 2005 with the Bridge Networks & Telstra consumers in Sydney. In Europe, Finland, Digita, supported by Nokia, has been awarded an operator license and is working to debut DVB-H mobile TV services soon. Italy has also launched a DVB-H service, while many other regions in the world are expected to follow suit with the commercialisation activity once their own trials are concluded.

  • Reliance Communications’ Falcon Cable System becomes operational

    Reliance Communications’ Falcon Cable System becomes operational

    MUMBAI: Reliance Communications owned Falcon Undersea Cable System has started its operational from today unleashing international bandwidth between India, Middle East and Europe.

    The Flag Telecom Global Network would be the world’s largest undersea cable system covering 65,000 route kms, with the launch of Falcon. The current bandwidth on India-Europe route is controlled by VSNL and Bharti.

    “Falcon will have an equally powerful impact on the economic front, driving higher levels of trade, commerce and global integration,” Reliance ADA chairman Anil Ambani said.

    The vision at Reliance ADA group is to ‘give millions of ordinary people across the world the means to realize their dreams, the power to shape their destiny, the chance to fulfill their true and diverse potential,” Ambani added.

    The Flag Global Network bridges the distance between 35 diverse developed and developing economies, connecting the global economic hubs in USA, UK, Germany, France, Middle East, India, Hong Kong, Singapore, China and Japan to name a few.

    The Company’s Flag is the first global network of this scale to provide integrated connectivity on one seamless network to the three highest growing regions; India, Middle East and China; in terms of international bandwidth demand.

  • ADAG’s Big FM radio to roll out its first phase in six metros

    ADAG’s Big FM radio to roll out its first phase in six metros

    MUMBAI: The Reliance ADA Group has finally officially announced today that it will soon launch its radio station under the brand Big FM, which will broadcast on the full powered common frequency of 92.7 across its 45 stations.

    According to an official statement, the first phase will cover the six metros of Delhi, Hyderabad, Bangalore, Mumbai, Kolkata and Chennai, later spreading to the virgin territories like Jammu, Srinagar, Aligarh and Bikaner.

    In an attempt to offer a fresh new approach to the medium, the Big FM will indulge in high amount of interactivity on the station. Adlabs Radio COO Tarun Katial points out, “We will use it as a platform for consumers, taking on issues which are word of mouth and bring listener emotions to the fore.”

    Adopting a two-pronged launch strategy, Katial says, “While the metros are ideal to establish brand recognition and recall, the other virgin markets are completely new and fresh to explore, giving us an opportunity to provide an entertainment medium to the listeners.”

    “It is our endeavor to enthrall the local audiences and build a brand that connects at the grassroots. Credibility, maturity, relevance, entertainment and aspirational are our pegs for content as a product that reaches into every home and is of relevance to every listener.”

    By early next year, Big FM will be present across India from Srinagar to Trivandrum and Surat to Guwahati. This FM radio station will have its presence in 1000 towns and 50,000 villages across India – reaching 200 million listeners, informs the statement.

    The ADAG has geared up to tap the tremendous market share that is present. This leading corporate house known for its groundbreaking success in very business that it enters, will be positioning its stations in a unique and contemporary way that appeals to more mature audiences.

    The RJs that will give Big FM the voice and personality, have been selected via a careful and selective nationwide hunt. The station will present itself in a larger than life avatar and all morning slots will boast of highly acclaimed celebrity jockeys.
    With an investment of Rs 4 billion dedicated to transmission equipment, infrastructure and licensing, the proposed network for Adlabs Radio will be the largest ever, the release states.

    The overall manpower strength will stand at 1500 employees nationwide. The IP protocol technology being utilized for Big FM has been sourced from AXIA, USA making this station amongst the first to utilize such superior gear in Asia. Extensive research on consumer tastes and moods will ensure that the content aired complements the listeners’ tastes and provides them a dynamic, interactive platform.

  • Verizon, GN Netcom bring broadband headsets to US market

    Verizon, GN Netcom bring broadband headsets to US market

    MUMBAI: Verizon, which operates a wireless network and works in the area of delivering broadband services in the US and GN Netcom which deals with hands-free audio solutions have announced a licensing agreement.

    This will introduce a series of Verizon-branded headsets for use with broadband services and applications, including online gaming and IP telephony

    The headsets complement the retail sale of Verizon broadband products and services and leverage the capabilities of Verizon’s networks, including high-speed DSL and the company’s new, advanced fiber-optic network which delivers high-quality voice, data and video services at unprecedented speeds. GN Netcom will produce, ship and provide technical and customer support for the broadband headsets.

    Verizon VP brand management and media services Andrea Fant-Hobbs says, “We will enhance our customers’ broadband experiences by offering them innovative headsets that are hands-free, convenient and have superb sound quality.

    “The headsets are the perfect complement to our services, including online gaming, music, video and other entertainment services. Our relationship with GN Netcom directly supports our commitment to provide our customers richer, deeper, broader communications experiences.”

    GN Netcom US senior VP. GM David Wood said, “As the use of broadband applications continues to rise, so does the need for high-quality headsets. Together with Verizon, we are responding to this increased demand as more consumers realise the benefits of headsets, including increased freedom and functionality across broadband applications.”

    The licensing agreement provides Verizon and GN Netcom with a complementary distribution opportunity in the marketplace, while allowing GN Netcom the opportunity to further penetrate and expand into new headset segments such as telephone accessories, online gaming, VoIP and Web calling.

  • Broadband subscription in the US up 33 per cent: FCC

    Broadband subscription in the US up 33 per cent: FCC

    MUMBAI: US media watchdog The Federal Communications Commission (FCC) has released new data on high-speed connections to the Internet in the US.

    High-speed Internet subscriptions soared 33 per cent last year to 50.2 million line. 42.9 million served primarily residential end users. Cable modem service represented 57.5 per cent of these lines while 40.5 per cent were asymmetric DSL (ADSL) connections, 0.3 per cent were symmetric DSL (SDSL) or traditional wireline connections, 0.5 per cent were fiber connections to the end user premises and 1.2 per cent used other types of technology including satellite, terrestrial fixed or mobile wireless (on a licensed or unlicensed basis), and electric power line.

    The increase in ADSL lines exceeded the increase in cable modem connections. ADSL increased by 3.2 million lines during the second half of 2005 compared to an increase of 1.6 million lines for cable modem service. For the full year, ADSL increased by 5.7 million lines compared to an increase of 4.2 million lines for cable modem service.

    DSL is typically less expensive than cable Internet service but offers slower download speeds.

    The US is ranked 12th in the world for broadband subscribers behind countries including Iceland, South Korea and Japan, according to the Organization for Economic Cooperation and Development’s most recent rankings.

  • Comedy Central enhances its broadband channel Motherload

    Comedy Central enhances its broadband channel Motherload

    MUMBAI: US broadcaster Comedy Central is bulking up its broadband channel MotherLoad with a new serving of programming.

    The network’s new original broadband development slate will boost the line-up to include more than 20 original shows

    MotherLoad was launched in November 2005. In the past six months, Comedy Central has unveiled an extensive line-up of original programming including animation, live-action narratives, topical stand-up performances and sketch comedies.

    This year also marked, the development of the channel’s first original multi-platform stand-up series Live At Gotham which premiered as a topical stand-up series on MotherLoad and is now debuting on-air on 21 July, making this the first original broadband programme to migrate to the network’s linear channel.

    One show is the 10 episode Balloonheads. This series features the adventures of various characters who have balloons for heads. Baxter & McGuire is an animated buddy-comedy. It chronicles the adventures of Baxter and McGuire, the closest of pals who never leave each other’s side.

    Good God is a sitcom like The Office about God’s workplace environment. Moonwalk 1986 deals with the adventures of two astronauts on the moon and their banal conversations during missions.

  • KT-Korea campaigns for faster IPTV adoption

    KT-Korea campaigns for faster IPTV adoption

    MUMBAI: The South Korean fixed-line & broadband carrier KT Corporation has called for the government to speed up introducing Internet Protocol Television (IPTV), claiming that a one-year delay would cost the nation about 1 trillion won (US$1.07 billion).

    An Asia Pacific Broadcasting Union report quotes The Korea Times on KT’s warning that Korea might suffer a loss of more than 1 trillion won, if the adoption of IP-based media services was delayed by one year, hurting related equipment makers severely.

    Korea has been slow to adopt the cutting-edge services largely due to the protests and lobbying efforts from terrestrial TV and cable service providers, who fear their market share might decline and profits shrink. KT and other telecom operators with solid IP infrastructure want to use their facilities to expand their service coverage and broaden income bases.

    Korea is now expected to allow operators to launch IPTV as early as in 2007 and KT plans to invest 300 billion won (US$319 million) into IPTV infrastructure this year for a faster service launch, the report adds.

  • IPTV survey reveals limited initial revenue expectations

    IPTV survey reveals limited initial revenue expectations

    MUMBAI: Accenture and the Economist Intelligence Unit conducted a global survey of 302 technology and media firm executives. All of them are involved in or close to the IPTV business—network operators, equipment vendors, consumer electronics firms, broadcasters/studios and content providers.

    Key Findings:

    There is long-term optimism in IPTV: 34 per cent of the executives we surveyed believe IPTV will generate “significant revenue” by 2009 and another 57 per cent are at least “somewhat confident” that this will be the case.

    But, few companies expect a substantial IPTV impact on their bottom line. Rather, most see the larger impact being on top-line growth. Network operators also hope IPTV will drive the take-up of broadband access connections and help reduce customer churn.

    Content is critical to network operators’ business model. They are currently acquiring it however they can, and the largest proportion of respondents say distribution without rights of ownership will be the primary means of sourcing IPTV content over the next year, according to an official release.

    Video-on-demand is expected to be the chief money-maker among different IPTV services, both today and over the longer term. There is little consensus on other likely revenue sources. Respondents did not see advertising as a potential money-earner.

    The chief hurdles to IPTV consumer adoption: a dearth of compelling content and lingering quality-of-service problems. Not a single respondent from this group is very confident that IPTV will spur significant revenue growth within a year of launch and no more than half are fairly or very confident of generating substantial revenue by 2009.

    Despite respondents’ pessimism that IPTV will spur growth in the near-term, major players are in various stages of testing IPTV. These include Verizon, AT&T, Telecom Italia, France Telecom and China Netcom, the release adds.