Robbie De Sutter (VRT)
 | Robbie De Sutter received the M.S. degree in computer science in 1999 and his Ph.D. degree in 2006 from Ghent University, Belgium. After a brief period as full time professor at the University College of West Flanders, Belgium, he is currently researcher at VRT-medialab. He is involved in the information management research group. The research in this group focuses on the creation, adaptation, integration, and exploitation of audiovisual descriptive metadata and investigates automatic content analysis tools and improved indexing and search algorithms for audiovisual materials. Recently, his research focuses on realizing the CRM methodology in a media context. Since 2009, he is vice-chair of the EBU Expert Community on Metadata. |
Abstract
| MediaSquare/MediaCRM
Nowadays, consumers increasingly own personal appliances such as smart phones and tablets that offer rich media applications and enable high quality media experiences. This already has an impact on the way media is consumed today, e.g. the digital publications of newspapers and magazines. Moreover, these personal devices enable and encourage digital communication and interaction via social networks by the consumer. This fundamental trend opens up tremendous opportunities for publishers and broadcasters to build up a digital relationship with the digital consumer and communicate with them in the context of their products.
In this presentation, we explain how so-called “second screen” (smartphone or tablet, the first screen being the flat screen in the living room) personal extensions to programs or program schedules can result in richer media experiences for the consumer and in turn opens up new opportunities towards broadcasters, advertisers and program makers. Information on new productions, interacting in shows and quizzes, and enabling conversations on programs can be realised via second screen applications on mobile devices. These applications also re-establish the direct communication between the broadcaster and their viewers/listeners. As such, broadcasters benefit by improving their insight into the behaviour of their customers allowing them to optimize their programs and program schedules to ensure that these customers are served in the best possible way. Furthermore, advertisers can connect more accurately to their targeted customers as well as evaluate the effectiveness of the above-the-line campaigns. |