When a company decides how to respond to iDTV several levels of commitment can be
identified:
promotion– using interactive ads;
content– repurposing web site for interactive TV;
content– new interactive services;
e-commerce– transactional services, typically for a limited range of products.Other new digital access devices may affect the future infrastructure requirements.
These include digital home storage. Its promoters are describing this as ‘The biggest
change in conventional broadcasting since the industry began’. Variously referred to as
‘personal video recorders’, ‘home media servers’ or ‘content refrigerators’, they all involve
recording a TV programme direct to a magnetic disk which gives 20 hours of recording
time. Examples are Sky+ and TiVo. These offer the opportunity to pause a programme
while it is being transmitted, record it and return to it later. It may also be possible to
filter out adverts. There is likely to be convergence of these devices with the PC. Home
entertainment PCs running Windows MediaCenter are gradually growing in importance.
As a conclusion to this section complete Activity 3.1, which illustrates the type of
technology dilemma marketers face as new technologies are introduced. Case Study 3
can be used to support Activity 3.1.Digital radio
We can identify two types of digital radio – digital radio and web radio. Both are interac-
tive. Digital radio is also available through interactive TV, mobile and in-car.
Digital radiorequires buying a new digital radio although it can be streamed just like a
‘traditional analogue web radio’. Digital radio is often accompanied by a big liquid crys-
tal 4" 5" display and is transactional 2-way. Digital radio is now widely known as
digital audio broadcasting (DAB) radio.
Web radioor Internet radio is when existing broadcasts are streamed via the Internet
and listened to using plug-ins such as Real Media or Windows Media Player. This is an
important trend, with radio-listener auditing service Rajar reporting that in 2004 nearly
20% of adults had listened to radio on the web. ‘Streamies’ are people who listen to webTECHNOLOGICAL FACTORSActivity 3.1 Assessing new technology options
Purpose
To illustrate the process for reviewing the relevance of new technology options.Activity
You work for an FMCG (fast-moving consumer goods) brand and are attending an industry
trade show where you see a presentation about the next-generation (3G) mobile phones which
are due to launch in your country in one year’s time. You need to decide whether your
organisation adopts the new phone and if so when. Complete the following:
1 How would you assess the significance of this new technology?
2 Summarise the proposition of the new access devices for both consumers and your
organisation.Digital radio^3 What recommendations would you make about when to adopt and which services to offer?
All types of radio
broadcast as a digital
signal.
Digital audio
broadcasting (DAB)
radio
Digital radio with clear
sound quality with the
facility to transmit text,
images and video.
Web radio
Or ‘Internet radio’ is
when existing
broadcasts are
streamed via the
Internet and listened to
using plug-ins such as
Real Media or Windows
Media Player.