Announcing a New Fireside Session and Two New Workshops at The TV of Tomorrow Show 2012

[itvt] is pleased to announce a new research-focused fireside session, as well as two new workshop sessions, that we have added to the schedule of The TV of Tomorrow Show 2012 (note: to view the full TVOT Schedule of Sessions, click here; and to purchase tickets to the show, click here):

New Fireside Session:

8:30-9:00AM, Wednesday June 13th
Screening Room
Fireside: The Evolution of Viewing Behavior in the Age of Multiscreen TV

In conversation with Allison Dollar, CEO of the Interactive Television Alliance, Sarah Pearson, Managing Partner of UK research firm, Actual Customer Behavior (ACB), and Shawn Dubravac, Chief Economist and Director of Research at the Consumer Electronics Association (CEA), will discuss new findings on how viewing behavior is changing as television becomes a multiscreen medium.

Pearson, whose work has been covered in The Economist, The Financial Times and The Guardian, will draw on research conducted at ACB's 1-3-9 Longitudinal Media Lab. The Lab, whose clients include Microsoft and the BBC, studies how audiences engage with screens both in and out of the home, and uses unobtrusive recording equipment in order to simultaneously capture the content being viewed on the screen as well as the behavior that is taking place in front of the screen.

Dubravac will draw on the CEA's newly published research study, "The Evolving Video Landscape," which surveyed over 1,000 US adults between February 22nd and March 2nd, 2012, and which found, among other things, that younger consumers are defining new viewing behaviors as they watch video content across multiple platforms, on their own schedule, all while interacting socially on their devices with their friends.

New Workshop Sessions:

11:05AM-12:00PM, Tuesday June 12th
YAAW Room
Workshop: Screens, Platforms, Devices: Trends in Content Consumption and Audience Engagement--An Introduction to the Work of ACB's 1-3-9 Media Lab

Sarah Pearson, Managing Partner of UK-based research firm, Actual Customer Behaviour (ACB), will provide an overview of that company's 1-3-9 Media Lab, which for the past six years has been conducting a major longitudinal study of viewing behavior, and whose work has been the subject of articles in such publications as The Guardian, The Financial Times and The Economist.

ACB designed the 1-3-9 Media Lab to study how audiences engage with screens both in and out of the home. The name "1-3-9" refers to the distance of the viewer from the different screens: the 1-foot screen (the mobile or tablet), the 3-foot screen (the laptop or PC), and the 9-foot screen (the television set). The lab employs unobtrusive recording equipment that enables simultaneous capture of the content being viewed on the screen and of the behavior that is taking place in front of the screen. The lab has also pioneered new techniques for mobile and tablet capture via the use of software that takes continuous screen shots from those devices, and that thereby enables its clients to see what content is being viewed on mobile devices both in and out of the home.

Research initiatives conducted by the 1-3-9 Media Lab include studies of the impact of the DVR on engagement and ad viewing; of the impact of VOD on viewing behavior on the 3-foot screen; and of the influence of gaming devices and VOD on the 9-foot screen in households both with and without a DVR. The latest phase of its research, which was recently presented at the BBC Council Chambers, centers on analysis of the impact of connected TV's and tablets on viewing behavior, including how viewers explore new ways to watch VOD, as well as analysis of social networking on the TV and on the move.

3:15-4:10PM, Tuesday June 12th
YAAW Room
Workshop: Introduction to UK Trade & Investment

This workshop/panel-discussion session, organized by UK Trade & Investment  (UKTI)--a UK government department that is tasked with helping UK companies achieve success in international markets and with encouraging overseas companies to look to the UK as their global partner of choice--will use real-world case studies to explore the various strategies US companies can adopt in order to penetrate global markets and will attempt to answer the question: In the digital age, do you even need a global footprint to be a global company?

Topics to be addressed include: Different approaches for entering global markets, including organic growth, via acquisition, or without a physical footprint (i.e. by using a distributor network or functioning as an online-only play); the regulatory environment and market conditions; the readiness of the infrastructure; and audience perceptions.

Region: 
North America