Kapnek+J.+final+report+proposal

Kapnek J

TO: Proximity Video Teams FROM: Joshua Kapnek DATE: April 6, 2010 SUBJECT: Report Proposal for the future of streaming premium content

The home entertainment industry has been changing rapidly in the past ten years as technology continues to improve. Consumers want a more satisfying home entertainment experience, which is increasing the need to stream premium content from the internet directly to customer’s television sets. Sony, Google, and Intel are working together to create technology called Google TV. This will allow Sony's television sets to connect directly to the internet, bypassing previously used consoles and making it possible for users to surf the web through the TV. Google TV will not only drastically change the industry but will also affect advertising, promoting, and marketing of other products and services. I propose to write a report on Google TV and the effects this technology will have on advertising.


 * Needs statement**

Currently Gen Y only watches a small portion of content on prime time television, the rest is recorded for later, streamed from the internet to a computer, watched on a disc player, or ordered from an On Demand service. The result of this is a completely fragmented audience and an advertising nightmare. It is important to see how this technology develops before making any major purchases.

Whoever harnesses the power Google TV is trying to make available will certainly be the leader of the industry. ** Proximity clients who use video to target Gen-Y need this report ** because Google TV is the solution to the problem and future of home entertainment.


 * Report Contents**

The report, "Google TV and the Future of Broadcast Advertising," will contain the following sections: · // Decline of broadcast TV // – Briefly describe background/history in the last few years and why there is a problem. · // Limitation of current technology // – Description of what is out there now and what the products offer. Including TiVo, Xbox, PS3, Netflix, and Blu-ray Players. · // Google TV // – This is the meat of the report. It will cover what Google TV is and what it will offer to Gen Y. · // Future of Advertising //  – Addressing how Proximity will contact Gen Y. Google will have countless hours of each individual's viewing selections, so it will be able to place ads specifically for our personal interests .

The report will also contain attatchments that compare the alternatives available and their features.

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 * Sources**
 * The following are key sources that will be used for the report. **
 * Bilton, Nick. ** Google and Partners Seek TV Foothold (2010, March 18). //New York Times,// B1. Retrieved April 2, 2010 from

Bilton describes that Google, Sony, and Intel have formed a partnership to develop a platform called Google TV which will, "bring the Web into the living room through a new generation of televisions and set-top boxes". Unlike other set-top boxes which only offer a select few websites to surf, Google TV intends to use an Android operating system and open the TV platform for software developers. The project has only been underway for a couple months so far, but the three companies have hired many new people to take on the challenge.  Episodic Reveals Breakthrough in Dynamic Live Ad Insertion (2009, November 12). //Business Wire//. Retrieved April 10, 2010 from http://www.businesswire.com/portal/site/home/permalink/?ndmViewId=news_view&ne wsId=20091112006207&newsLang=en 


 * <span style="font-family: 'Times New Roman',Times,serif; font-size: 14.52pt; font-weight: normal;"> Previously, ads for live events were placed beforehand and then replayed on the Web later. This meant that advertising companies were airing an ad twice but only getting paid for it once. However, “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”. Now ads for these live events may be preprogrammed or inserted manually making it possible for the live ads and Web ads to be completely different.

Fleming, Ryan. Google Android Powered TV Coming in Fall (2010, April 8). //Digital Trends.// Retrieved April 9, 2010 from http://www.digitaltrends.com/home-theater/google-android- powered-tv-coming-in-fall/?news=123 ** <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> Fleming reports on Google TV erasing the line between television and internet. He mentions that one feature that seperates Google TV from the competition is users ability to access “Google’s vast Android app store”. The Android operating system is small, efficient, fast, power saving, and open source which means any skilled developer around the world can make applications for the TV. <span style="font-family: 'Times New Roman',Times,serif; font-size: 145.2%;">

TiVo(R) Premiere Debuts in Stores Nationwide (2010, March 29). //CNN Money.// Retrieved April 4, 2010 from ** http://money.cnn.com/news/newsfeeds/articles/marketwire/0601653.htm ** <span style="font-family: 'Times New Roman',Times,serif; font-size: 110%;">TiVo announced that as of the end of March stores will offer TiVo Premiere boxes available for purchase. Their one Premiere box will serves as consumers cable box, movie box, web box, music box, and DVR. TiVo’s Vice President said this expensive platform uses Adobe Flash software and “offers service pricing well below most cable offerings”. The box allows users to search, explore, browse, and discover all while providing 45 hours of HD storage or 400 hours of standard definition storage. **

<span style="font-family: 'Times New Roman',Times,serif; font-size: 132%;">Paul, Ian. Google TV: Five Burning Questions (2010, March 18). //PC World.// Retrieved April 4, 2010 from http://www.pcworld.com/article/191841/google_tv_five_burning_questions.html

Paul reports on Google TV saying that it can either be a set-top box or as a part of a Web-capable television. He lists some of the alternatives that Google TV will compete with (Xbox 360, PS3, Wii, TiVo DVRs, Apple TV, and the Roku set-top box), and mentions that none have dominated the industry. Paul assumes that Google TV will not stay tied to its partnership with Sony and that Google will make this technology available to Sony’s competitors. He also assumes Netflix will either be an application or have its service built into the device.