Kapnek+J.+final+report

Kapnek J


 * As a draft for the report, the abstract with the table of contents looks ok. You've got some repetition in the middle of the first paragraph, but you can edit that out when you finish the body of the report.**


 * Advertisers Using Google TV To Target Gen Y **

**Table of Contents**

Executive Summary Introduction: Decline of Broadcast Television The Limitations of Current Technology Exploring the Capabilities of Google TV The Future of Advertising Recommendations Attachment 1: Focus Group Results Summary Attachment 2: Comparison of the Current Consoles Attachment 3: Websites That Offer Video

**Executive Summary**

The home entertainment industry has changed rapidly in the last five years including how customers watch broadcast television, which consoles they use for movies and games, and what they watch this media on. This technology is fragmenting the audience which makes it hard for Proximity clients to advertise to Gen Y.

Broadcast television has been declining and will continue to do so. Differing consoles, website databases, cable providers, and television sets are responsible for the fragmentation of the audience. There is no clear leader in the home entertainment industry as of yet, but advancements of Google TV will prevail to be the primary provider for premium Internet streaming.

This report recommends Google TV because it will become the most popular venue in which to view media. Google TV will be enable advertisers to target their specific audience, so people are only exposed to products and services that they would potentially be interested in. Google TV will have the widest range of Internet use, allowing individuals to utilize Netflix, YouTube, Hulu, and all the specific network sites. Additionally, Google TV will be an open source network, giving it endless possibilities for applications.

For many years broadcast television was simple. People either had the basic channels, cable channels, or cable channels with selected movie channels like HBO. People tuned in when certain shows came on and they watched the show in normal time. Commercials were unavoidable and if you missed something you were forced to wait for a rerun.
 * Decline of broadcast TV**

Throughout the past ten years, the home entertainment industry has been improving rapidly. Digital video recorders, On-Demand and other options like TiVo made it possible for consumers to shift time and record shows for later viewing. Commercial advertising became much less effective and fragmented the audience.

More recently, companies are delivering premium content through the internet via Hulu, Netflix, network websites and YouTube. Instead of watching these deliverables on the individual’s computer, electronics companies are finding ways to stream this high definition content to consumer’s TVs via Blu-Rays, set top boxes, game consoles, and a new line of wireless television sets. This makes it possible for people to almost completely avoid the annoying marketing ploys of the past.

Description of what is out there now and what the products offer. Describe TiVo, Xbox, PS3, Netflix, and Blu-ray Players (what their capabilities/liabilities include). http://money.cnn.com/news/newsfeeds/articles/marketwire/0601653.htm
 * Limitation of current technology **


 * Exploring Google TV **

Google, Intel, and Sony have formed a partnership in order to create a “web content platform for your living room called Google TV” (Paul, 2010). They are creating two options for this technology, either a set-top box or as part of a Web-capable television. This technology will be based on Google’s open source mobile Android operating system. That means that any skilled programmer can create an application for Google TV much like they do with smartphones. The partnership intends to deliver a toolkit to outside programmers to spur their imagination while creating applications.

The partners are trying to make Google TV easy to use and navigate. They are hoping that users will be able to surf different Web applications, like “the Twitter social network and the Picasa photo site” and it will be just as easy as changing the channel. The platform will bring Web based surfing to a new level and allow access to more of the Internets resources.

**Future of Advertising**

Advertising has already started adapting to the new style of which individuals view media. Companies pay for space on high volume websites, hoping to attract the attention of the Web surfers. Google TV will be able to take this concept to a much more effective leve.

As consumers use Google TV to search the Internet for media, Google’s databases will be able to record and make queries of the places visited. It will have countless hours of each individual's viewing selections, so it will be able to place advertisements dedicated the specific person’s interests.

An emerging online video platform provider called Episodic Inc., is creating technology for, “inserting mid-rolled advertising into live streaming content” (Episodic Reveals, 2009). Using Episodic Live Ad Manager, advertisements can be placed in live events and live online broadcasts. With this innovation, “ Episodic is offering programmers and cable operators a real-time, multi-platform ad campaign management and decision system for delivering timely and relevant ads during live streaming sessions” ( Episodic Reveals, 2009).

Incorporating this technology into Google TV’s operations will revolutionize advertising. In fact, if individuals were watching advertisements for products and services that they are actually interested in, they probably would not mind as much. Episodic’s technology, “signals a major shift in the revenue potential for live events” and will “create a more dynamic and engaging viewing experience” (Episodic Reveals, 2009).

http://www.nytimes.com/2010/03/18/technology/18webtv.html http://www.digitaltrends.com/home-theater/google-android-powered-tv-coming-in-fall/?news=123 http://www.pcworld.com/article/191841/google_tv_five_burning_questions.html http://www.businesswire.com/portal/site/home/permalink/?ndmViewId=news_view&newsId=20091112006207&newsLang=en
 * References **