Driving the audience
The Information TV proposition has two important pillars: one is an airtime client, who wants to be able to communicate their message in their own way; the other is a willing audience - people who want to see and hear the message.
The client is generally already in contact with its audience, through at least some existing channels of communication: hard copy (advertising, brochures, forms, newsletters, mailings); online (websites, e-mailings, e-newsletters); and of course, broadcasting itself may already be utilised for radio and TV advertising. In some cases, call centres, outbound telemarketing and text messaging may be important interfaces. All of these can benefit from the use of television to communicate the client message. The historic approach may be accomplishing little more than inviting the audience to request more information.
It is a simple and low-cost task to 'trail' Information TV programmes, by way of an explicit direction to the programmes, or pointers to the programme schedule, on the existing communications. A willing audience will readily make the effort to find out when a programme is being broadcast, and will make arrangements (either live or recorded) to view the programme.
The primary route therefore for driving an audience to programmes on Information TV is via simple overprinting or mentioning of the programme times on existing forms of communication. This will generally incur no additional costs - and may well lead to a reduction in the need to use some of the traditional means of communication. It will also provide the glue that gives cohesion to any aggregation of channels of communication, and increase the effectiveness of the other information sources.
To download the full document on Driving the Audience click here.
See also our section on How big is our audience? - 'Size doesn't matter; it's what you do with them that counts.'
For further information contact Antony Carbonari, Commercial Director.
Tel: +44 (0)20 7131 6700
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