múirne laffan, rtÉ digital - dmx dublin 2016
TRANSCRIPT
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The Digital
Transformation of RTÉ
@rtedigital
Múirne Laffan,
RTÉ’s Chief Digital Officer
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Chief Digital Officer
Leading RTÉ’s
overall digital
strategy
Driving
digital
innovation
Leading RTÉ’s
digital division
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Chief Digital Officer
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RTÉ’s online and mobile services
Reach & Relevance
Future proofing
Grow new audiences
Accessibility & Shareability
Viewer choice & control
Diversify Revenues
Increase time spent consuming RTÉ content
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Close to 50% of Irish adults connect
with RTÉ online
every week
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RTÉ’s digital services are central
to delivering our public service remit
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RTÉ’S DIGITAL
TRANSFORMATION
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HOW WHERE WHEN
Serving the changing needs and
expectations of our audiences
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ONLINE SINCE
1996
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2013 2012 2011 2010 2009 2008 2007 2004 2014 2015 2016
Evolution of
RTÉ.ie and
RTÉ Player
Mobile service launched
Live webcasting begins
RTÉ News Now launched
RTÉ Player launches on PS3
RTÉ News Now, GAA and radio apps launched
RTÉ.ie home page and news redesigned
RTÉ Player launched
New Life&Style Hub on RTÉ.ie
RTÉ ID launched
RTÉjr app launched
RTÉ Player android app launched on xbox
RTÉ News Now app redesigned
GAAGO launched
RTÉ Radio Player launched
RTÉ Player launched on iOS
New RTÉ Archives site
Evolution of RTÉ.ie and RTÉ Player
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Broadband Smart Phones Social Media
Apps Online
Streaming
Multi-Platforms and multi screens
Convergence of the media landscape
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A re-imagined RTÉ
Where we are now?
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RTÉ Digital Promo Video
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Complete redesign
Arts & Culture and Lifestyle
Personalised content
Data will inform
interaction with audiences
Improved user experience
and engagement
Evolution of
RTÉ.ie
Ireland’s
number one
media
website
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Moving from catchup TV offering
Online TV offering
Immersive Experience
Online First and
Online Exclusive Content
Improved, more peronalised user
experience and engagement
Evolution of
RTÉ Player
Ireland’s
number one
VOD service
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5x 249%
Increase in
Interaction
Rate
Higher
dwell
time
&
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THE NOW
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Never has the citizen had such access and freedom to choose what, when and how to consume content
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Never have we been
more absorbed
and connected to
our devices
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Intense competition
for eyeballs
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-
10
20
30
40
50
60
70
Q1
2012
Q1
2013
Q1
2014
Q1
2015
Millio
ns
USA
International
Netflix Subscribers (Global)
Source: Netflix
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Instant
Sports Stadium
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Convergence
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Front Door
Front door
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Rather Than
Rather than side door
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Right Content
Right Consumer
Right Channel
Right Time
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“focus […] means saying no to the
hundred other good ideas that
there are. You have to pick
carefully.”
Steve Jobs
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Audience
Evolving
TV World
Converged
Internet of
Things
Internet of
Me
KEY TRENDS
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Augmented
Reality
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The connected world
Jibo Connected
Coffee Machine
Connected Cars Connected TVs
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Searchable
Personalised Content
Content Tagged
Content on any device
Content Branded Size
Fit-for-purpose
Wearables
The internet of ME
How do we make our content intelligent?
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Delivering RTÉ’s future ambition
& audience expectations
Integrate Inspire Push the
boundries
Keep pace
with change
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It’s not what we do the same;
it’s what we do differently that
defines the character of public
service media