The Hot Stuff
Two words sum up the hottest BTV application: Internet Protocol (IP). As business embraces the value of IP-driven multimedia and realizes that delivering it over the Web is fraught with problems, more and more companies are deploying IP applications over BTV.
In turn, "what we're seeing with the advent of IP enablement is the ability for BTV networks to provide much more than just marketing, training and internal communications," says Bryan Allen, president and COO of Convergent Media. "For years, many BTV companies have not used their satellite networks for mission-critical functions. Now they're seeing that satellites can do much more for them using their existing infrastructure."
"The flexibility of IP is creating an amazing increase in multimedia training content," says Tippets. "People aren't just talking at their staff anymore; they're interacting with them via satellite, using voice, video and IP-driven data applications." A case in point: "During the Compaq-HP merger, HP CEO Carly Fiorina relied on satellite-delivered BTV to keep HP and Compaq employees in the loop about the deal's progress," adds Cahoon. "This helped keep morale up, and created a sense of real communication between Fiorina and her employees; one that bypassed all the media hype around the merger."
This said, IP is not the only new force in BTV. Digital signage is also a compelling new application that is boosting carrier traffic. Digital signage refers to custom video and audio channels used in retail locations. Typically, this content is seen on large screen plasma displays and heard over store personal address systems. It gives the customers something to watch while they are waiting in line. As well, digital signage/branded radio/TV can be stored in information kiosks throughout the store for on-demand use. There is "an increase in interest around digital signage," says Tippets. "It lets us use our core business television network to provide a subcategory of digital signage called customer information. This is a type of display that could tell the customer which line to stand in or where to go to find products or services."
Say that you are at a hardware store and need to know how to fix a broken window? No problem. The store's information kiosk is loaded with satellite-delivered "how-to" videos that you can access immediately. Of course, the videos recommend which in-store products to buy, which is great for the retailer. But the customer wins as well, because they get the information they want in a place where they can get the products they need. "We're seeing tremendous, super-high-quality video content, says Tippets. "One of the advantages is the ability to move rich media. With the flexibility, power and bandwidth of satellite, you can move high definition content. You're not limited to Powerpoint slides or whatever can run over a Web channel."
Ideally, such promotional channels can follow the customer home, provided they are sufficiently well programmed. As a value-added retail service in Europe, Globecast is gearing up to offer digital branded radio channels on the BSkyB satellite service. "Most DBS subscribers can tune their TVs to a digital radio channel via satellite," says Champion. "Our goal is for them to enjoy our branded radio content so much, that they will tune it in at home: complete with ads and features promoting our clients."
"Digital signage transforms BTV from a cost center to a major marketing tool," says Allen. "That's a significant transition." And BTV is becoming an increasingly important tool for smaller companies as well. In fact, some BTV networks are even reaching at-home workers, via DBS systems such as DirecTV and Echostar.
"We broadcast BTV programs on the DBS provider's Pay Per View (PPV) channels during the day, when there isn't much demand for theatrical movies," says Allen. "Security is maintained by using the standard PPV authorization system and the specific IP addresses of the users' set-top boxes." Globecast is using a similar tactic, but employing a split- screen approach. At the receive end, the subscriber sees a video window of the speaker, a graphics window displaying Powerpoint slides, and a text crawl at the bottom of the screen. This crawl is a two-way Internet chat session, which the user participates in via their own Internet provider.
Finally, the occasional use BTV market is "as healthy as it's ever been," says Steinman. "We just opened a fourth TV production studio four months ago, to keep up with the demand." As with full-time BTV, today's ad hoc broadcasts continue to push the content boundaries. For instance, Harrah's casinos regularly link up via Convergent Media's BTV facilities, for live giveaways of prizes ranging up to $250,000 to the company's regular clients. "These giveaways integrate Harrah's individual properties into a single national entity, which is great for building brand presence," says Allen. "They set Harrah's apart in the customers' minds, while big cash prizes enhance customer loyalty."
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