Advanced audience targeting for IPTV

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This project seeks to build an audience profiling tool for use by IPTV ( Internet Protocoldelivered Television ) operators. These platforms offer a new way of delivering televisionover broadband type networks. As such as they use IP technology and have the potential tocreate and support much more intuitive personalised television services than the existingdistribution systems with which they compete - ie terrestrial , satellite and cable. Howeverownership of the networks is largely in the hands of the global telco community for whomtelevision has not been a traditional core business. They are therefore slow to innovate in thisspace and as a result IPTV has been characterised by relatively slow growth in most countriessince inception around 2003 and a certain dependency on smaller companies to providedrivers for differentiation strategies. This project addresses one such differentiation strategybased on providing the end consumer with a highly targeted television service basedexclusively around his/her individual tastes.The key deliverable will be a basic prototype demonstrator which will show what ispotentially achievable using real live consumer data sourced from a UK network operatorwhen aggregated and converted into a targeting tool. The underlying key premise is that thereis a linkage between TV viewing habits and the likely consumption behaviour patterns ofconsumers. This information exists in the form of clues which can be deduced from bothprogramme and channel viewing trends evaluated over time. The revealed patterns are totallyindividual - just like fingerprints - and once properly interpreted and aggregated they areinvaluable to any advertiser.The project output will be a software based programme which allows the consumer to reapsignificant benefit from the technology whilst remaining totally passive – ie they are notrequested to interact with the system although the system in turn continually learns more andmore about them in real time. The interaction is there but is non – obvious to the consumerand therefore does not distract from their normal enjoyment of TV viewing. Somethingsimilar already exists with internet based recommendation technologies but similardevelopments in the TV space remain immature.This evolution will provide a key next step towards intelligent television networks. Thecommercial end game is to refine the analytics and the software to a point where this kind ofrationale can be used as a basis for making decisions about the likely spending patterns ofindividuals within households and then households within audience universes. In addition theproject will construct a new business model to fit the initiatives into the new IPTV based ecosystems.Growth projections from analysts suggest that this type of intuitive analytics will becomeincreasingly dominant for the provision of accurate targeting systems in next generationtelevision platforms over the next five years.