TiVo, a digital video recorder, was introduced in 1999 in America. TiVo features include "Season Pass" schedules which, record every new episode of a series, and "WishList" searches which allow the user to find and record shows that match their interests by title, actor, director, category, or keyword. Now, TiVo is available in Canada, New Zealand, Mexico, Australia, Taiwan, and the United Kingdom.
1. What information is being sought by advertisers and television industries?
By consumers using this TiVo digital video recorder, the advertisers and television industries could find out a lot of information. They could track what kind of show you are watching, how many hours are you spending on the TV, and around what time of the day you are watching the shows.
2. Why might advertisers and television programmers want to know which commercials viewers watch and/or skip?
Advertisers and television programmers want to know which commercials viewers watch and/or skip for several reasons. They want to know whether advertisements that they are spending on are worth it, or if people are just skipping it. If a lot of people skipped a particular commercial, the industrial would be aware of the "type" and "style" of advertisement people are not interested in. Moreover, the industrial could know from the data which types of commercials are most effective at drawing an audience.
3. Why might TiVo be uniquely able to provide this data?
TiVo is uniquely able to provide this data because, they have lots of users. Users spend nearly half of their television time watching programs recorded earlier. Those users who record shows, tend to skip about 70% of the commercials (Todd Juenger). About 8 to 10% of America's 110 million television households have TiVo. Although getting the data is a complex process, TiVo still manage to get it.
4. How does TiVo profit from selling data about its consumers' viewing behaviours?
Since TiVo would know the data from their consumers, many companies would approach TiVo for its data. Company would pay TiVo a huge sum of money for the data as, it would help them with the improvement of their commercials.
5. How has digital video recording technology affected advertisers and views?
Digital video recording technology allows people to record shows that they want to watch, due to inconvenience of their schedule. For example, if someone wanted to watch a show, but don't have the time to watch it, he/she could record it, and play it after he/she is free. In addition, with this technology, advertisers would know whether their commercials are effective or not.
No comments:
Post a Comment