514 CHAPTER 15 E-COMMUNICATIONTh e following trends are emerging in diff erent European countries:^128- From broadcast towards on demand. In many countries video-on-demand (VoD) entered
the top fi ve TV channel charts, and the service to review missed programmes that many
channels off er is increasingly popular. Transactional VoD services include the online retail
and rental of audio-visual works, primarily feature fi lms, audio-visual fi ction, document-
aries, educational programmes, cartoons, etc. Th e market for VoD services in Europe
is dynamic, diverse and growing rapidly, though nevertheless lagging behind the USA.
More than 500 on-demand audio-visual services were available in Europe in 2008 and
VoD generated turnover of €544 million. It is predicted that VoD turnover in Europe will
increase dramatically over the next few years and thus will represent a more signifi cant
aspect of the audio-visual markets.^129 - Fragmentation. Previously, a household had one TV; now diff erent TVs are available
within one household, and people are even watching TV via the computer or mobile
devices. TV broadcast distribution is increasingly diversifi ed. In 2009, satellite broadcast
accounted for 31% of the EU TV market, cable for 30%, digital terrestrial TV for 25%
and IPTV (digital TV over the Internet) for 5%. Western Europe is the largest IPTV
market, accounting for 40% of global subscribers in 2010. France is the leading country
in the world for IPTV (23% of the global total), followed by China (16%) and the
USA (16%).^130 - Th e quality of digital TV and digital broadcasting is improving day by day.
- Personalisation in terms of both off ers and ads. More suggestions will be off ered by advertisers
in the way that Amazon has been doing for years on the Internet. (‘Other buyers also bought
the following titles’ (based on collaborative fi ltering). - User-generated content. More and more user-generated TVs, videos and channels that can
even be shared.
Valley. A two-minute spot was broadcast in the first live final to get the viewers talking about Yeo Valley and their
rapping farmers. This was followed by a spot campaign for ten weeks delivering about 14 million viewers a week.
Secondly, The X-Factor licence was used for the creation of a competition to win tickets to attend the live finals. This
was promoted through clickable VoD and display ads across The X-Factor pages on ITV.com, as well as in-store
through on-pack branding. All media directed viewers to visit the Yeo Valley farm online to enter the competition.
Thirdly, there was an integration into The X-Factor ‘live chat’ function on ITV.com, promoting the competition and
starting the conversations about Yeo Valley, which went live across the multiple social media platforms. These were
the results:z 1.8 million YouTube views
z No. 1 trending Twitter topic worldwide
z 35 million Tweet impressions
z 35 000 Facebook fans
z 400% increase to the online farm
z 30 000 competition entries
z 30 000 single downloads, with seven weeks in the top 100
z 71% increase in brand awareness
z 15% increase in sales value
z half a million new households to the brand.^127M15_PELS3221_05_SE_C15.indd 514M15_PELS3221_05_SE_C15.indd 514 6/6/13 8:55 AM6/6/13 8:55 AM