Time for getting Targeted Ads on TV ?
For a long time now, Social Media sites have been closely tracking / capturing our “ Clicking / Viewing “ history
Then using this data to target relevant Ads to each one of us ( on mobile / tablet / PC )
But, as far as TV Channels are concerned, they bombard us with all kinds of Ads, at all times (carpet bombing )
It seems, this may soon change and TV channels will:
Ø Target to each TV set , advts based on what is being viewed
Ø Charge advertisers, based on “ Number of Ad-impressions delivered “ ( rather than time based )
At this stage, it is worth remembering that, long before arrival of INTERNET and Social Media, TV channels were THE FIRST E-COMMERCE entities !
May be “ democratization of TV channels “ and freeing users ( TV viewers ) from the SILOS of 700 + TV Channels, could be a fit case to attempt for ONDC ( One Network for Digital Commerce )
I urge Shri Pramod Vermaji to consider my request
Why Do We Need ONDC And Other Open Protocols? Beckn Co-Founder Pramod Varma Answers
Government optimistic of taking ONDC global, says DPIIT official
With regards,
Hemen Parekh / hcp@RecruitGuru.com / 14 Jan 2022
Context :
15 months on, BARC told to give news channels’ TRPs / TNN / 13 Jan 2022
Extract :
The ministry of information and broadcasting on Wednesday asked Broadcast Audience Research Council ( BARC ) , responsible for measuring TV viewership in India, to immediately release Television Rating Points ( TRP ) for news channels
==============================
MY TAKE :
The Future of TV Viewing ?.............................
Extract :
But imagine if each Set Top Box , were to morph into a BAR-O-Meter
By end of 2019 , number of households with TV sets , is likely to be close to 200 million
That makes for 200 Million BAR-O-Meters - as against 40,000 today !
And to complete the TV VIEWERSHIP MEASUREMENT revolution , stretch your imagination as follows :
# All of this 200 Million “ Smart Set Top Boxes “ will be tiny Super-computers with terabytes of memory
# All of these will be only “ Pre-paid “ versions enabling instant Online Payments from TV Screen / Remote
# These Set Top Boxes will show ALL TV channels , all the time, – eliminating need for ala-carte pre-selection
On Service provider’s web site / filling up channel selection forms of MSO ( TV Cable operators )
# A viewer would be able to view ANY channel , any time
# Smart Set Top Box will automatically / instantly , deduct money ( from pre-paid account of the household
), based on “ Per Minute “ tariff for each channel . “ Credit Balance “ will flash in screen corner , every 10
Minutes [ After thought : TV Industry’s answer to “ Pre-paid Smart Electricity Meter “ ]
# Being a “ Super Smart Set Top Box “ , internet will be integrated and web sites made available on TV
screen ( - why need a separate computer screen ? )
# Smart Set Top Box will also enable Video – Audio Streaming services like Netflix and just announced Apple
TV+/ Apple News Plus / Apple Arcade etc
# Smart Set Top Box will enable job portals ( and of course, LinkedIn ) to deliver “ Suitable / Recommended
Job Alerts “ , and permit “ Apply Online “ , using remote
# Solely at his own discretion , a viewer would ,
Allow advertisers to display “ Customized Advts “ on his TV screen , based on his TV Channel Viewing
history
Rent his “ Net Surfing History “ to Social Media Sites for a “ Monthly Rental “ of Rs 1,000
Set Top Box will be synchronized with Alexa–Google Home–Siri–Cortana etc to accept voice commands
When 5G – Quantum Computing – DNA based Memory Storage – Li Fi – Face Recognition – AR – VR – AI - Blockchain etc mature , what I have envisaged above , is bound to happen
Questions are :
# Will TRAI or some other regulating agency try to stop the advance of technology ?
# Will some Start Up come forward to take up this challenge to disrupt the Advertising Industry ?
TRP : Manipulation can be Eliminated ……………….[ 08 Oct 2020 ]
Extract :
Every 10 minutes , those 200 million “ Super Smart Set-top Boxes “ , will automatically upload, the “ Channel wise , Hours Viewed “ data onto a CENTRAL SERVER of BARC ( Server will aggregate data ) .
In this age of IoT { Internet of Things } , where millions of EV cars have become “Computers on Wheels “ and where TV Channels display WEATHER MAPS of 10,000 Cities ( with their latest temperature / humidity ), what I am suggesting is something that TCS-WIPRO – INFOSYS – L&T INFOTECH, can implement within 6 months !
Software on BARC server will dynamically compute TRP ( for each TV channel ), and display graphically on the “ Home Page “ of BARC website ( a Bar Chart in descending order , with a “ time stamp “ ) .
Everything automatic ( without human intervention ) / up-to-date / transparent / cannot be manipulated by anyone ! Remember , it might be possible to bribe 2000 households in Mumbai, to leave their TV Sets ON ( 24x7 ) , but there is no way anyone can bribe 200 MILLION households, spread all over India
Clicking on the BAR for any TV Channel , will display its TRP Graph , of last 1 day / 1 week / 1 month etc
Related Readings :
Make Every TV, a Computer ? First Step taken…………………………………. [ 05 Nov 2021 ]
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