Internet TV could revolutionise broadcasting, says BBC's Head of New Media

The consumer trial of the BBC's Integrated Media Player (iMP) reveals that television over the internet could revolutionise broadcasting, according to the BBC's Director of New Media & Technology Ashley Highfield.
Research indicates that it increased the viewing of BBC programmes, extended peak-time and built loyalty.
Highfield revealed key findings from the consumer trial research of iMP in a keynote speech at Milia, the audiovisual and digital content market at MipTV in Cannes.
During the trial, iMP offered downloadable BBC television and radio programmes on a catch-up basis via the PC to a closed panel of 5,000 triallists for four months between November 2005 and February 2006.
Highfield said: "This research gives us the first glimpse into viewing behaviour in the on-demand future.
"It provides the first significant clues as to how TV programmes over the internet could revolutionise broadcasting, and prompt a wider, cultural shift in television consumption."
Triallists consistently watched on average two programmes a week via iMP during the period of the trial, the equivalent of an hour's viewing per week, despite a limited range of content.
"This is equivalent to 6% of a typical household's BBC viewing in a week," said Highfield. "Consumption was consistent over the period of the trial, and the iMP appealed equally to men and women."
While the main reason for usage was to catch up on favourite programmes, iMP also introduced users to new titles and, in doing so, unlocked the 'long-tail effect.'
"Niche programmes that would have struggled in a mainstream linear schedule performed consistently well throughout the period of the trial," said Highfield.
"While the top five programmes accounted for a quarter of all the viewing, some niche programming performed disproportionately well. The Amazon 'long-tail effect' – seen in the publishing and music industries – indicates that there is significant value in a broadcaster's archive."
The results of the research into iMP will underpin the development of the proposed MyBBCPlayer, which "aims to put the audience in the driving seat" by offering users live streamed television and radio as well as a downloadable seven-day catch-up service of tv and radio programmes.
The launch of MyBBCPlayer will be subject to the necessary public value test and approvals as outlined in the Government's White Paper on the BBC Charter.
(GB)