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					Korean Media Conference 2003
The New Digital World: Revolution or Evolution?


KEYNOTE SPEECH by Andy Bird
                 President Turner Broadcasting System International

‘TIME TO EMBRACE THE DIGITAL LEGACY’

THANK YOU


IT IS AN HONOUR TO BE WITH ALL TODAY.


I WANT TO SPEND THE NEXT TWENTY MINUTES LOOKING FORWARD TO THE FUTURE AND EXAMINING HOW
A COMPANY LIKE TBS INTERNATIONAL IS MAKING THE TRANSITION FROM ANALOGUE TO DIGITAL…FROM A
LINEAR TO A NON-LINEAR WORLD.


TEN YEARS AGO TURNER INTERNATIONAL EMBARKED ON AN AMBITIOUS PLAN TO TAKE A SIMPLE CONCEPT
– A TV CHANNEL DEDICATED TO CARTOONS AND BROADCAST IT TO A GLOBAL AUDIENCE.


A DECADE LATER CARTOON NETWORK HAS 17 CHANNELS AROUND THE WORLD IN A MULTITUDE OF
LANGUAGES, WITH INTERACTIVE           WEBSITES, MULTILEVEL GAMES AND A HEALTHY MERCHANDISING
BUSINESS, AND THERE IS PLENTY MORE TO COME.


WHO WOULD HAVE THOUGHT THAT TOM & JERRY AND FRED FLINTSTONE AND THE REST OF THE GANG
COULD ACHIEVE SO MUCH WITH CARTOON NETWORK.


AND THEN CAME TURNER CLASSIC MOVIES – A TV STATION DEDICATED TO CLASSIC FILMS. AND ONCE
AGAIN SPAWNING WEBSITES, MERCHANDISING AND BROADCAST IN LANGUAGES AS DIVERSE AS POLISH
AND HEBREW.


BUT THE CONCEPT OF A SINGLE GENRE TV CHANNELS DID NOT COME TO LIFE A DECADE AGO.


WHAT REALLY PUT TED TURNER ON THE INTERNATIONAL MAP WAS CNN IN 1980 AND IT SHOWED THE
WORLD HOW TO TAKE A SIMPLE IDEA OF BROADCASTING 24 HOUR NEWS, TO A GLOBAL AUDIENCE OF
BILLIONS ON TV, THE WEB, RADIO, WIRELESS IN NUMEROUS LANGUAGES.


THREE VERY SIMPLE CONCEPTS – NEWS, ANIMATION AND FILM - TURNED INTO A THRIVING MULTIMILLION
DOLLAR BUSINESSES.


TODAY I WANT TO TAKE THOSE NETWORKS, THE CONCEPTS AND IDEAS AND SHOW YOU HOW TBS
INTERNATIONAL IS EMBRACING THE DIGITAL AGE, GROWING AN EVER EXPANDING AUDIENCE BY GIVING
THAT AUDIENCE WHAT IT WANTS ACROSS TV, THE WEB, WIRELESS AND DOWN THE ROAD IN THE LOCAL
SHOP, SUPERMARKET OR ON-LINE SHOP.


CNN, TCM AND CARTOON NETWORK ALL STARTED LIFE AND AS A          LINEAR CHANNEL CONCEPT, THAT

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CONCEPT REMAINS THE CORE BUT IS ALSO THE SPRINGBOARD BY WHICH WE CAN AND HAVE EXPAND INTO
NEW SYSTEMS OF DELIVERY.


THAT EXPANSION MEANS INVESTMENT – AND AT TBS UNDER CONTROL OF TED TURNER AND NOW WITH
PHIL KENT THAT MEANS INVESTMENT WITH RETURN, HEALTHY RETURN. THAT SORT OF THINKING
CONCENTRATES THE MINDS AND BREEDS CREATIVE THINKING AND THAT HAS RESULTED IN NEARLY 50
INTERNATIONAL TBS CHANNELS.


AS YOU CAN IMAGINE, THAT MANY CHANNELS CREATES HUGE AMOUNT OF; ADMINISTRATIVE, EDITORIAL,
PRODUCTION, DELIVERY, MARKETING AND PR, ADVERTISING SALES, DISTRIBUTION AND ACCOUNTING.


THE KEY TO OUR SUCCESS IS THAT WE SPENT A LOT OF TIME AND RESOURCES CREATING THE MOST
EFFICIENT INFRASTRUCTURE TO PRODUCE AND CREATE THESE CHANNELS.


HERE IS JUST ONE EXAMPLE OF THE COMPLEXITY OF WHAT WE DO.


TO ENSURE DELIVERY OF ALL THE WORLDWIDE CHANNELS WE OPERATE TBS INTERNATIONAL USES A
NETWORK OF NINE SATELLITES, SCORES OF TRANSPONDERS, UPLINKS AND CABLE HEADENDS NOW IF YOU
ADD ON THE NUMBER OF SATELLITES WE USE FOR NEWSGATHERING WITH CNN YOU START TO GET AN
IDEA OF WHY A CRISP AND EFFICIENT SYSTEMS ARE NEEDED.


IN MANY WAYS WE ARE NO DIFFERENT TO HYUNDI OR LG – WE STRIVE TO CREATE THE BEST PRODUCTION
LINES THAT CAN PRODUCE A PRODUCT OF QUALITY, WHILST MAINTAINING A HEALTHY MARGIN.


BUT THAT’S NOW HISTORY, RECENT HISTORY I GRANT YOU, BUT WE HAVE TO LOOK AHEAD TO A NEW
WORLD OF TELEVISON.


FROM AN EARLY STAGE WE ALL REALISED THAT WHETHER IT’S NEWS, CARTOONS OR MOVIES…THESE
BRANDS CANNOT LIVE SOLELY IN THE WORLD OF TELEVISION…BECAUSE OUR VIEWERS DON’T LIVE THEIR
LIVES JUST SITTING INFRONT OF A TELEVISION (WELL MOST OF THEM!).


OUR BRANDS MUST TRANSLATE AND BE AVAILABLE WHEREEVER OUR CONSUMER WANTS TO ACCESS
THEM.VIA THE WEB, WIRELESS, PRINT, MERCHANDISING, DVD, THERE ISN’T A SPACE WHERE WE DON’T
WANT OUR BRANDS TO BE. AS OUR LIVES CHANGE WITH TECHNOLOGY, SO MUST OUR BRANDS.


SO WHAT ARE THE FUNDAMENTAL DIFFERENCES IN THE CURRENT LINEAR AGE AND THE GROWING DIGITAL
UNIVERSE AND MOST IMPORTANTLY HOW DO WE GET THERE?


WITH LINEAR NETWORKS WE CREATE OUR OWN UNIQUE SET OF BUSINESS DYNAMICS.


      OUR PRIMARY CUSTOMER IS THE CABLE OR SATELLITE OPERATOR WHO ACTED AS A WHOLESALER
       RETAILING OUR CHANNELS TO THE CONSUMER.


      THAT CREATES A HEALTHY ADVERTISING SALES BUSINESS.
      TO   BE   SPECIFIC   OUR   GLOBAL   REVENUES     ARE   ROUGHLY   SPLIT   50/50   BETWEEN

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       SUBSCRIPTION/DISTRIBUTION AND ADSALES.


      AND AS CHANNEL PROGRAMMERS, WE ALSO ACTED AS THE SCHEDULER FOR THE CONSUMER


      WE DECIDE WHAT TIME SCOOBY DOO PLAYS, OR THE ORDER OF DIFFERENT NEWS STORIES IN A
       BULLETIN AND DELIVER THIS TO THE CONSUMER.


      OF COURSE, WE SPEND A VAST AMOUNT OF TIME, MONEY AND RESOURCES DOING RESEARCH TO
       TRY AND PREDICT THE RIGHT SCHEDULE OF PROGRAMMES, BUT AT THE END OF THE DAY…IT IS US,
       AS BROADCASTERS, WHO PUSH OUR CONTENT INFRONT OF CONSUMERS.


      GET IT RIGHT AND THE CONSUMERS WATCH YOU MORE THAN YOUR COMPETITOR AND THE
       ADVERTISERS SPEND MORE MONEY WITH YOU. A SIMPLE, EFFECTIVE – AND VERY PROFITABLE
       BUSINESS.


BUT WITHIN THE LINEAR WORLD THAT CHANNEL IS A FINITE BUSINESS SO WHAT HAPPENS AS WE MOVE
INTO THE DIGITAL AGE?


      WELL, PUT SIMPLY, THE RULES FOR THE LINEAR WORLD ARE THROWN OUT OF THE WINDOW.


      DIGITAL ABOVE ALL ELSE PROVIDES CONSUMER CHOICE…
      MORE CHANNELS, MORE PROGRAMMES, MORE OPPORTUNITIES TO VIEW AND MORE DEVICES ON
       WHICH TO VIEW THEM, INTERACT WITH THEM, TO SAMPLE WHAT YOU HAVE TO OFFER.


      THE CONSUMER CAN “PULL” PROGRAMMING HE OR SHE WANTS TO WATCH, WHEN THEY WANT TO
       WATCH IT


      IT IS ALSO POSSIBLE FOR THE CHANNELS THEMSELVES TO START DIRECT RELATIONSHIPS WITH
       THE CONSUMERS.


      THERE’S ALSO NEW WAYS TO BROADCAST YOUR CHANNELS LIKE BROADBAND AND WIRELESS…AND
       ALL   OF    THIS   WILL   HAVE   AN   EFFECT   ON   THE   ADVERTISING   INDUSTRY   AND   THE
       DISTRIBUTION/DELIVERY BUSINESS.


      IF YOU OWN THE PIPES YOU BECOME VERY POPULAR AND VERY PROFITABLE IF YOU GET IT RIGHT


OUR BIGGEST CHALLENGE AT TBS IN THE MONTHS AND YEARS AHEAD IS HOW TO MANAGE THE CHANGE
FROM THE LINEAR TO NON-LINEAR.


      HOW DO WE UTILIZE V.O.D.?


      HOW DO CABLE OPERATORS FEEL ABOUT CHANNELS BEING AVAILABLE VIA OTHER MEANS IN THEIR
       TERRITORY?


      WHAT ARE THE INTELLECTUAL PROPERTY RIGHTS ISSUES?

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      DO PVR DEVICES SIGNAL THE BEGINNING OF THE END FOR CHANNELS?


      THESE ISSUES WILL BE CENTRAL TO OUR PLANNING AND NEED TO BE EXPLAINED NOT JUST TO OUR
       VIEWING CUSTOMERS, BUT THE DISTRIBUTORS, THE ADSALES CLIENTS AND OUR OWN STAFF.


HOWEVER, ABOVE ALL THESE QUESTIONS, I BELIEVE THAT TWO PRINCIPALS ARE PARAMOUNT. FIRSTLY,
THE BRAND IS KING; AND SECONDLY, 99% OF CONSUMERS DON’T CARE ABOUT TECHNOLOGY, THEY CARE
ABOUT COMPELLING CONTENT FOR THEIR TECHNOLOGY.


I’VE OFTEN HEARD THE COMMENT “I DON’T KNOW HOW IT WORKS, BUT I LIKE WHAT IT DOES”.


EARLIER I BRIEFLY MENTIONED THAT THE ORGANIZATION THAT OWNS THE PIPES HAS THE ABILITY TO
MAKE A LOT OF MONEY.


THOSE PIPES COME IN MANY SHAPES AND SIZES’ THIN ANALOGUE AND FAT DIGITAL PIPES. THESE PIPES
REPRESENT TRADITIONAL TERRESTRIAL TV SERVICES, CABLE, AND SATELLITE, WIRELESS AND SIMPLE
TELEPHONE LINES.


WITH ANALOGUE THERE WAS LIMITED CAPACITY AND NEXT TO NO ADDITIONAL FUNCTIONALITY LIKE VOD
OR INTERACTIVE SERVICES.


THE BIRTH AND GROWTH OF DIGITAL HAS BROUGHT A CONVERGENCE FROM BOTH ENDS OF THE
SPECTRUM. COMPRESSION TECHNOLOGY HAS MEANT THAT YOU CAN SEND MORE INFORMATION DOWN
THINNER PIPES AND THIS HAS RESULTED IN THE “THIN” TELEPHONE PIPES GETTING “FATTER”.


WE’RE NOW AT A STAGE WHERE YOU CAN PRODUCE VIDEO AND AUDIO DOWN PIPES THAT WERE
PREVIOUSLY ONLY CAPABLE OF A 9.6MPS CONNECTION.


BUT THERE IS A DANGER AS THE CONSUMER IS FACED WITH MORE CHOICE, HE OR SHE ALSO HAS TO FIND
A WAY THROUGH THE MAZE OF CLUTTER AND CONFUSION.


IT’S AT TIMES LIKE THIS, THAT CONSUMERS TURN TO BRANDS THAT THEY TRUST. FROM DAY ONE,
EVERYONE OF TURNER’S NETWORKS HAS BEEN BUILT ON THE STRENGTH OF ITS BRAND.


CNN, CARTOON NETWORK & TCM DO WHAT THE LABEL SAYS ON THE TIN…THEY’RE A CABLE NEWS
NETWORK, A CARTOON NETWORK, AND A CLASSIC MOVIE CHANNEL.



ALL SIMPLE PROPOSITIONS TO UNDERSTAND CAPTURED WITH GREAT BRANDING. WE SPEND MORE TIME
AND MONEY ON BRANDING, MARKETING AND RESEARCH THAN ANY OTHER TV COMPANY I KNOW.


CNN IS THE WORLD’S GREATEST TELEVISION BRAND AND ONE OF THE TOP BRANDS GLOBALLY OF ANY
PRODUCT.
KNOWING OUR AUDIENCE IS A VERY IMPORTANT PART OF WHAT DRIVES THE SUCCESS OF TURNER

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BROADCASTING, BUT BEING ABLE TO DELIVER TO THAT AUDIENCE WHO AGES RANGE FROM TWO TO 102 IS
THE KEY TO WHAT WE DO.


THE WORLD WAS A VERY DIFFERENT PLACE FROM WHEN SCOOBY DOO FIRST AIRED ON TELEVISION IN
1969 AND YET TODAY IT IS ONE OF THE MOST POPULAR DOWNLOADS FOR CELL PHONE RING-TONES AND
AS A BUDDY ICON FOR INSTANT MESSAGING.


SCOOBY DOO AND FRIENDS GENERATE MILLIONS OF PAGE IMPRESSIONS ON OUR WEBSITES AND CARTOON
NETWORK CLOTHING AND SCHOOL BAGS SELL BY THE MILLIONS AROUND THE WORLD.


AND THE RECCENT FEATURE FILM BROUGHT A BRAND NEW AUDIENCE TO OUR CABLE CHANELS AND
WEBSITES AS PARENTS WHO WERE BROUGHT UP ON A DIET OF SCOOBY SNACKS TOOK THEIR OWN
CHIDREN TO SEE THE ADVENTURES OF SHAGGY, SCOOBY, THELMA AND THE GANG.


SO ITS DOWN TO YOU TO REMEMBER AND HARNESS EACH ONE OF THE NEARLY 16 MILLION TV
HOUSEHOLDS HERE IN KOREA WHICH REPRESNTS A FREE ADVERTISING MEDIUM FOR YOUR BROADCAST
PRODUCT, SO IS EVERY COMPUTER SCREEN EVERY CELL PHONE, PALM-PILOT AND BRANDED SCHOOL BAG.


THE POWER OF THE CNN BRAND CONTINUES TO GROW, HOW MANY OF YOU RECEIVED A CNN ALERT ON
YOUR BLACKBERRY, CELL PHONE COMPUTER WHEN THE SPACE SHUTTLE DISINTEGRATED OVER TEXAS
EARLIER THIS YEAR.


FOR THOSE OF YOU THAT DID, AND LIKE ME FELT COMPELLED TO SWITCH ON YOUR TELEVISION AND
WHAT WAS HAPPENING OR GO TO THE CNN.COM WEBSITE, YOU WERE A LIVING EXAMPLE OF BRAND
AWARENESS AND THE DIGITAL DIVIDEND.


THAT IS WHAT DIGITAL VERSATILITY AND THE POWER OF BRANDS IS ALL ABOUT. BY DIVERSIFYING THE
WAY YOU DISTRIBUTE YOUR PRODUCTS YOU CAN REACH AN EVER DIVERSIFYING AUDIENCE.


AS YOU CAN SEE WE NO LONGER THINK OF NETWORKS AT TURNER AS BEING PURELY A LINEAR MEDIUM.
EVERYTHING WE DO IS GEARED TO CROSS-PLATFORM, MULTI-MEDIA EXECUTIONS…


GIVEN THAT MOST COUNTRIES HAVE SCARCE, AND THUS EXPENSIVE, TERRESTRIAL FREQUENCIES, WE
BELIEVE IN A MODEL WHERE YOU COMBINE GLOBAL REACH WITH MULTI-PLATFORM EXPOSURE: THIS
EXTENDS FROM MAGAZINES, TO MOVIES, THE WEB, BROADBAND AND PERHAPS THE MOST EXCITING
MEDIUM OF THE FUTURE - WIRELESS.



IN EVERY NEW INFORMATION TECHNOLOGY ADVANCEMENT, POPULAR BRANDED PROGRAMMING AND
CONTENT HELPED PROPEL ITS POPULAR ACCEPTANCE.


PRODUCTS THAT ENRICHED THE INDIVIDUAL'S LIFE DROVE EACH NEW ERA. AND EACH NEW PRODUCT
ADOPTION WAS FUELED BY ITS UNIQUE BENEFITS TO THE INDIVIDUAL.


WE HAVE REPEATEDLY SEEN A VIRTUOUS, SYMBIOTIC RELATIONSHIP EMERGE WHENEVER BRANDING AND

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CONTENT HAS BEEN LINKED WITH NEW ENTERTAINMENT AND COMMUNICATION TECHNOLOGIES:


      MULTICHANNEL PLATFORMS AND THE TV BRANDS THAT ATTRACTED THE CUSTOMERS.
      THE SONY WALKMAN AND THE MUSIC INDUSTRY
      AOL AND THE INTERNET IN THE U.S.


WE BELIEVE THAT WIRELESS IS JUST AT THE BEGINNING OF ITS OWN DYNAMIC CIRCLE OF DEVELOPMENT
AND THAT OUR CONTENT WILL HELP DRIVE THE GROWTH, ACCEPTANCE AND SUSTAINABILITY OF THE NEXT
GENERATION OF WIRELESS MULTIMEDIA MOBILE USAGE.



BUSINESS WEEK MAGAZINE REPORTED THAT "CURRENT FORMS OF DATA TRANSMISSION OVER THE PHONE
WILL BE VIEWED AS PRIMITIVE - LITTLE MORE THAN THE DIGITAL AGE EQUIVALENT OF MORSE CODE."
THAT'S PROBABLY VERY TRUE IF YOU THINK ABOUT WHERE WE'VE COME FROM WITH OUR VAST USE OF
SMS TO WHERE WE ARE HEADED NOW…


HERE IN KOREA, YOU ARE LEADING THE WAY WITH THE TECHNOLOGICAL ADVANCEMENTS IN BOTH
BROADBAND AND WIRELESS. AN EXAMPLE OF THAT IS HOW WE ARE IN DISCUSSIONS WITH SKT FOR A 3G
DEAL FOR CNN CONTENT IN THE NEAR FUTURE, WHICH WE HOPE TO ANNOUNCE SOON… … A FIRST FOR
TURNER ANYWHERE IN THE WORLD.



WE LIKE WORKING HERE IN KOREA BECAUSE YOU ARE GOOD PARTNERS AND YOUR TECHNOLOGY IS AT THE
CUTTING EDGE, MUCH OF THE LEARNING WE GAIN HERE WE CAN TRANSFER TO OTHER MARKETS AROUND
THE WORLD AS THEY CATCH UP.



ALSO, SUBSCRIBERS TO DAUM WILL SOON BE ABLE TO ACCESS CNN ON A 24/7 BASIS VIA STREAMING
TECHNOLOGY AS PART OF DAUM’S PREMIUM BROADBAND SERVICE.


AS PEOPLE’S LIFESTYLES CHANGE, SO WE HAVE TO ALSO CHANGE THE WAY WE MAKE AND DISTRIBUTE OUR
PRODUCTS, WE HAVE TO UNDERSTAND OUR CUSTOMER NEEDS, EXPLORE WAYS OF ENGAGING THEM AND
ENSURING THEY KNOW WE ARE THERE.


BUT SO FAR I HAVE ONLY TALKED ABOUT HOW WE AT TBS USE THE ELECTRONIC MEDIA TO EXPAND OUR
AUDIENCE.


AS PART OF AOL TIME WARNER, WE ARE PART OF THE WORLD’S BIGGEST MEDIA COMPANY, AND HAVE
ACCESS TO, A MOUNTAIN OF CONTENT AND A SURPLUS OF BRANDS.


THE REAL CHALLENGE FOR OUR COMPANY AND INDEED ONE OF ITS BIGGEST OPPORTUNITIES IS TO WORK
OUT HOW WE CAN TAKE THIS CONTENT INTO THE DIGITAL, NON-LINEAR WORLD.


FOR ALL THE PRESS AND HYPE, I BELIEVE THAT THE AOL DIVISION HAS MUCH TO OFFER IN THIS REGARD
AND ONLY TIME WILL TELL WHETHER NOW WE ARE OVER OUR MERGER “HICCUP”, THE MARRIAGE OF THE

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NEW AND OLD WORLDS WILL BE SUCCESSFUL AND MAKE US MORE COMPETITIVE THAN OUR COMPETITORS.


PART OF OUR COMPETITIVE EDGE, I BELIEVE, WILL COME FROM THE VAST NUMBER OF DIRECT SUBSCRIBER
RELATIONSHIPS AOLTW HAS – 150M TO BE EXACT – AND THE POTENTIAL OF MARRYING THOSE
RELATIONSHIPS WITH TOMORROWS TECHNOLOGY AND OUR CONTENT I BELIEVE IS VERY COMPELLING.


TO BE SUCCESSFUL IN THE DIGITAL AGE WE NEED TO HARNESS ALL THE ASSETS AVAILABLE TO US, THE
BRANDS, THE TECHNOLOGY, THE PROGRAMMING THE SUBSCRIBERS AND THE CONTINUOUS CREATIVE
STREAM OF IDEAS THAT COME FROM OUR STAFF.


TO BE A LEADING EDGE COMPANY REQUIRES COMMITMENT, DETERMINATION AND IMAGINATION.


TRYING TO CATCH UP REQUIRES INVESTING IN OLD TECHNOLOGY AND NEW TECHNOLOGY AT THE SAME
TIME, THE GREATEST BENEFITS COME TO THOSE THAT STRIKE FIRST AND CONTINUE TO BE FIRST MOVERS.
TURNER BROADCASTING IS A PRIME EXAMPLE OF THAT.


ONE FINAL AREA THAT I THINK WILL PLAY A HUGE AREA IN THE DIGITAL FUTURE IS THAT OF ADVERTISING.
MANY PEOPLE IN THE UNITED STATES HAVE CLAIMED THAT THE ADVENT OF PVR’S WILL HERALD THE
DEATH OF THE TV CHANNEL AND TRADITIONAL ADVERTISING AS WE KNOW IT.
I DON’T WHOLLY SUBSCRIBE TO THAT VIEW AND BELIEVE THAT, AS WITH MOST THINGS, NEW
TECHNOLOGY WILL BRING NEW OPPORTUNITIES TO THE WORLD OF ADVERTISING.


WE SEE IN THE U.K. TODAY, HOW VIEWERS TO ADVERTISEMENTS ON CARTOON NETWORK CAN PRESS
THEIR RED INTERACTIVE BUTTON WHILST WATCHING THE AD TO REGISTER FOR MORE INFORMATION AND
BE TAKEN TO FURTHER INFORMATION ON THE PRODUCT.
I FORESEE A TIME IN THE NOT TO DISTANT FUTURE OF REALITY REPLACING FANTASY AND THE WORLD WE
SAW IN TOM CRUISE’S “MINORITY REPORT” WILL BE UPON US. I DON’T THINK IT WILL BE SO IN YOUR FACE
AS WHEN TOM WAS WALKING THROUGH THE SHOPPING MALL AND HE WAS CONSTANTLY BOMBARDED
WITH PERSONALISED, TARGETTED ADVERTS, BUT WE ARE NOT TOO FAR AWAY FROM SOMETHING VERY
SIMILAR.


ALREADY, THE WEB HAS SHOWN HOW TARGETTING ADVERTISING WORKS. ALTHOUGH MANY USERS DON’T
REALISE IT, MANY SITES USE SPECIFIC DOMAIN AND USER INFORMATION TO SHOW DIFFERENT ADVERTS
TO DIFFERENT USERS.
I CAN FORESEE A TIME VERY SOON WHEN WE CREATE A VIRTUOUS CIRCLE OF ADVERTISING
OPPORTUNITIES AROUND OUR BRANDS AND THE DIFFERENT PLATFORMS.
FOR EXAMPLE, A VIEWER WATCHING CNN MAY SEE AN ADVERT FOR THE LATEST MERCEDES BENZ CAR. BY
PRESSING THE INTERACTIVE BUTTON ON HIS DIGITAL TV, HE OR SHE WILL NOT ONLY HAVE THE ABILITY
TO REGISTER AND FIND OUT MORE INFORMATION THERE AND THEN, BUT LINK INTO THE MERCEDES BENZ
WEBSITE AND REGISTER FOR MOBILE ALERTS. SOME DAYS LATER AS OUR VIEWER IS DRIVING ALONG, THEY
PASS A MERCEDES BENZ SHOWROOM. FROM THE DATA ALREADY COLLECTED, MERCEDES BENZ KNOW THAT
OUR VIEWER IS INTERESTED IN A CERTAIN MODEL IN A CERTAIN COLOUR…WELL THIS SHOWROOM
HAPPENS TO HAVE THE PERFECT MATCH AND FLASHES A MESSAGE, WITH PICTURES AND A ONE-TIME OFFER
TO OUR VIEWER VIA THE GPS ENABLED MOBILE PHONE, WHICH BASICALLY IS AN INSTANT CALL TO
ACTION… “MR/MRS X, WE KNOW YOU ARE INTERESTED IN THIS MODEL CAR IN THIS COLOUR. WELL WE

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HAVE ONE AND IF YOU DRIVE IN NOW AND HAVE A TEST DRIVE, WE CAN OFFER YOU THIS VERY SPECIAL
DEAL…”.


THAT   FANTASY   IS   TECHNICALLY   POSSIBLE   TODAY   AND   YOU   CAN   IMAGINE   MANY   OTHER
APPLICATIONS…YOU WATCH THE CEREAL ADVERT ON CARTOON NETWORK AND GET AN ELECTRONIC
COUPON SENT TO YOU MOBILE PHONE WHICH IS REDEEMABLE AT YOUR LOCAL SUPERMARKET…OR YOU
PASS THE LOCAL CINEMA, WHICH SENDS YOU A MESSAGE TELLING YOU THAT IT IS SHOWING A FILM
STARRING A FAVOURITE ACTOR YOU LIKE AND THAT THE CINEMA IS ALSO HOLDING YOUR FAVOURITE
SEATS. ONE PUSH OF THE REPLY BUTTON AND YOU’VE BOUGHT YOUR TICKETS.
IN THIS DIVERSE FUTURE WORLD, IT WILL BE GLOBAL COMPANIES, WITH GREAT CONTENT AND GREAT
BRANDS THAT WILL DO BEST…THAT’S WHY I BELIEVE TURNER BROADCASTING AND AOLTW ARE SO WELL
PLACED TO TAKE ADVANTAGE OF THIS EXCITING DIGITAL FUTURE.


FINALLY, I WANT TO FINISH BY PRAISING THE FORWARD-THINKING, ENTREPRENURIAL SPIRIT THAT
TYPIFIES KOREAN BUSINESS CULTURE. IN A VERY SHORT PERIOD OF TIME YOU HAVE CREATED AN
ECONOMY AT THE CUTTING EDGE OF MANUFACTURING, ELECTRONICS, WIRELESS, BROADBAND AND MULTI-
CHANNEL TELEVISION.


IT IS AN ACHIEVEMENT THAT YOU SHOULD ALL BE EXTREMELY PROUD OF AND BEFORE FINISHING I HAVE
ONLY ONE MORE REQUEST FOR YOU…


IF YOU HAPPEN TO PLAY GERMANY AGAIN IN THE WORLD CUP, PLEASE CAN YOU BEAT THEM FOR US!


THANK YOU.




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