At the Digital TV World Summit 2014
Effective linear promotion is the key to generating OTT success, says UKTV’s Dan Fahy (Director, Commercial and business developer).
Speaking at the Digital TV World Summit 2014 at Le Meridien Piccadilly, Fahy went through a number of successful marketing campaigns UKTV had used to drive viewership to their live and on-demand platforms.
“We’re a big believer that, if we get the linear promotion right, the OTT services will follow,” Fahy explained. “We spend a lot of time making sure the programmes are really understood and made throughout the channels and on the channels, and we think that our audiences are smart enough to know that if they really like the look of a programme, they’ll know where to find it in the OTT space.”
One such campaign concerned the broadcaster’s remake of Storage Hunters, after the US version was discontinued. The UK version enjoyed an opening night audience of over one million, Dave’s biggest audience since its Red Dwarf commission in 2012.
Fahy explained that the success was the result of greater analysis of the cross-channel viewing of UKTV’s audience.
“The benefit of having a ten channel network is we can really take the time to drill into the viewing behaviour of audiences across our ten channels. And we decided to look at all those fans on Dave who liked Storage Hunters US: what other programmes did they watch across the network? Because that’s where we’d weight our promos. We thought that most of the programmes they’d like would be on Dave. But what we found was that those people who liked Storage Hunters US on Dave, actually like a lot more programmes on Really than they do on Dave.”
Fahy identified this approach to the UKTV audience as representing a crucial future opportunity for ensuring success in acquisitions and commissions.
“We really feel that we’re at the start of the curve, of really putting usage data to much better use. And the sort of use we’re talking about here is really about just understanding how people arrive at our programming, how they watch our programming, and what commonality there is between someone who watches this programme and that programme. I think when you start mapping this out you start to see whole new clusters of programming, across channels.”