BBC Launches Connected TV Campaign

written by: Richard Kastelein

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bbcThe BBC has just launched a fresh campaign that aims to explain the benefits of Connected TV to viewers in order to address some fundamental issues in slow pickup of the emerging technology as made clear by a Yougov study in May noting that Lack of 'conscious desire' was holding back Smart TV use. 

Launching on BBC One, the campaign comprises two TV trails and a radio trail, highlighting how audiences can catch up on BBC TV programmes on their connected TV.

The campaign supports the BBC's commitment to improve awareness and uptake of new technology and platforms, contribute to better media literacy in the UK and help audiences to derive as much value as possible from their licence fee.
YouGov estimates that 13% of UK adults own a Smart TV, but fewer than half (47%) of Smart TV owners currently use the set to go online on a weekly basis. By contrast, 50% of UK adults like the idea of accessing online content through their televisions.

As part of the campaign, the BBC is sharing newly developed Connected TV branding with Public Service Broadcasters and Connected TV providers, ensuring that audiences see a consistent visual reference across all connected TV communications, highlight the benefits of these services and encourage viewers to connect their TVs to the internet.

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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