Published on Sunday, 23 June 2013 16:03
The 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.