TowardANewParadigmForContentDiscovery:MeetwatchmiPersonalizedTVNedWiley,ManagingDirectorAxelSpringerDigitalTVGuideGmbHFTTHConference2010Lisbon,24February2010Confidential1.HowDidWeGetHere?2.TheRiseofPersonalizationAnexample:watchmiPersonalTVAgenda3.ConfidentialHowDidWeGetHere?Once,thereweretwo.ConfidentialTheemergenceofcableMediaoutletproliferationaccelerates...ConfidentialAndAnotherThing:TheOnlineFrontierContentownersareputtingmorecontentonline5ConfidentialOneproblemsolved…TerrestrialSatelliteCableInternetConfidential…anotheronefacedHowdoyoufindthecontentyouwant?Wherewouldyouevenbeginlooking?ConfidentialRemembranceofGuidesPast:TheScheduleConfidentialRemembranceofGuidesPast:TheGridConfidentialContentDiscoveryConfidential1.TheRiseofPersonalization2.HowDidWeGetHere?AnExample:watchmiPersonalTVAgenda3.ConfidentialPersonalizationasValidationConfidentialPhotocredits:Flickrusers:FaceMePLS,Dplanet::,pedrosimoes7,SukantoDebnath,GeordieMott,exquisitur,SaquanSimpson,clspeace,HereInVanNuys,purplbutrfly,quinet,MickaelCasol.UsedunderCreativeCommonsLicensePersonalizationasValidationConfidentialHowDoYouTakeYOURCoffee?...ConfidentialAutomationandCollaborativeFilteringConfidentialEditorialGuidanceConfidentialTheValueofMetadataConfidentialTheValueofMetadataConfidential1.AnExample:watchmiPersonalTV3.HowDidWeGetHere?TheRiseofPersonalizationAgenda2.Confidentialwatchmiisanintelligent,self-learningcontentdiscoverysolution.Itlearnsviewerpreferencesandfindsshowsthattheylike.�Records&downloadsautomatically�Deliversprogramsinafamiliarparadigm:the“PersonalChannel”�WorksjustlikenormalTV:watchandenjoy�QuicklylearnspersonalpreferencesthroughtheuseofpatentedalgorithmsOneSolution:PersonalTVwithConfidentialwatchmiVideoConfidentialwatchmiBringsViewersAdvertisementsTheyWantToSeewatchmiusesthesameAPRICOtechnologytomatchadvertisementswithviewersthatareinterestedinthem�Long-formvideoadvertisements�Treatedjustlikeanyotherprogram,insertedinPersonalChannel�Adsarenotanannoyanceifviewerwantstowatchthem�HigheradvertisingratesbecauseoftargetednatureofadsConfidentialExample:Long-formvideoadvertisementinaPersonalChannelConfidentialMercedesTVvideos-brandedlong-formcontentfromMercedes-BenzExample:BrandedChannelsConfidentialwatchmiAvailabilitywatchmiisavailablenowinGermany.AU.S.releaseisplannedfor2010.OthermarketsTBDbasedoninterest.�PluginforMicrosoftWindowsMediaCenter(VistaandWindows7)�Highvisibility–featuredinWindowsMediaCenterGallery�Readyforserviceoperatorsuponrequest�AvailableforSTBandMobile�SoftwarelibraryeasilyportabletomultipleplatformsConfidentialSummaryInconclusion:�Thebiggerpipeandlargervarietyofcontent:notenough�Consumersseekanexperiencetailoredtotheirneeds�Technologiesarenowavailabletomakethispossible�Thechallenge:bringconsumerstherich,tailoredexperiencetheydesire.26ConfidentialQuestions?ned.wiley@axelspringer.de
