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THE CHANNEL
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ISSUE 1 2012
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05
GUNDA CANNON EDITOR
Gamify
yourbrand
Howtoengageand
monetiseaudiences
P46
GOINGOMNI-MEDIA
PhoenixSatelliteTV
isaheadof the curve
P40
ASIA INSIGHT
ChannelNewsAsiaaiming
foraglobalpresence
P50
DIGITALARCHIVE
Howdigitisationhas
transformed ITNSource
THE INTERNATIONALMEDIAMAGAZINEFORTV,RADIO,ONLINE&MOBILE
ISSUE1 |2012
Powering theGames
TheChannel
African
start-up
Massmarketmobile
foremergingterritories
Live3D, ultra-motion, enhancinggraphics,
remoteproduction, screentechnology
The Channel
is the
international media
magazine for TV, radio,
online andmobile,
published by AIB, the
Association for
International
Broadcasting
Through this magazine
and its online publications
AIB reaches in excess of
25,000 people working in
electronicmedia globally:
media executives,
producers, editors,
journalists, technical
directors, regulators,
politicians and academics.
Contact us now to
discuss how AIB can
help you reach the key
individuals you need to
influence and to find out
about the outstanding,
highly cost-effective
benefits of AIB
membership
AIB
PO Box 141
Cranbrook TN17 9AJ
T
+44 (0) 20 7993 2557
E
contactaib@aib.org.uk
W
CHIEF EXECUTIVE &
MANAGING EDITOR
Simon Spanswick
E
simon.spanswick
@aib.org.uk
EDITOR
Gunda Cannon
E
gunda.cannon
@aib.org.uk
Life as a game – it's a great motto but have you
tried living this? It's hard when you have a
magazine to produce or a deal to do. Yet things
are definitely going that way. Just look at what
Barry Houlihan has to say in 'Gamify the brand'.
The buzz word is creating second screen
experiences, and if you are smart you develop
your format in such a way that the experience
with the brand could live outside the broadcast
window. Yet there is one not so tiny obstacle: the
broadcasters, media and production companies
themselves need to learn how to commission for
this new technology – to maximise this
wonderful opportunity. Then the returns could
be big.
MIG has built a solution that means
broadcasters don't need to engage with mobile
operators. As we all know, this can be
challenging. As can be talking to mobile device
manufacturers. African start-up Mi-Fone is an
exception, cleverly listening and gathering
alliances and partnerships to give the user a one-
stop solution.
Richard Kastelein gazes into the future in
'Tagging TV' – I sigh mentally as I picture the
men in my life constantly looking up delivery
dates for the cars that Jeremy Clarkson is test-
driving on Top Gear... Kastelein predicts that
whoever controls the second screen in the future
will own the new value chain. He is right in
saying that if people are not watching the TV
commercials while watching TV because they are
engaging on the second screen – then brands and
agencies need to find creative ways to engage
and reward consumers on the second screen
where their eyeballs really are - using transmedia
storytelling techniques, game mechanics and
loyalty schemes. The consumer data that can be
collected through the IP pipeline is amazing, as is
social media integration with things like
Facebook Connect and Twitter OAuth.
In the focus section on the technology powering
the Olympics, the thread of content providers
having to satisfy the active players (=viewers) of
today continues. EVS is exploring increased
content with virtual elements. Vizrt's Martin
Burkhalter says a big challenge facing
broadcasters is making their high resolution
graphics-rich media content play well on the
smaller screen. But for every challenge there is a
solution waiting to be found. Who will win the
second screen? Where's omni-media heading?
Who knows what a platform will be in six
months' time? It's what keeps the media game
fresh and frantic.
WELCOME
Whoever
controls the
second screen
in the future
will own the
new value chain
”
“
ADVERTISING
Judy Lund
Sales and Marketing
Executive
T
+44 20 7993 2557
E
MatthewPorter
Sales and Marketing
Executive
T
+44 20 7993 2557
E
matthew.porter
@aib.org.uk
SUBSCRIPTIONS
The Channel print edition
is available on subscription
at a cost of £15 per
annum (around €18/
US$29).
The views and opinions
expressed in
The Channel
are not necessarily those
of AIB. The publisher
accepts no responsibility
for errors, omissions or
the consequences thereof
Copyright
© 2012
Association for
International Broadcasting
ISSN
1477-8718
Print
BuxtonPress, Buxton, UK
WELCOME
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THE CHANNEL
A tattoo of the Olympic rings on the back of
Canada’s Ryan Cochrane during themen’s
800m freestyle heats in Shanghai, July 2011.
SeeourOlympicsfeaturesstartingonpage20
ImagecourtesyofREUTERS/IsseiKato
