Television by right of fist
TV: The Bluewin video recorder makes it possible to watch TV without commercials. JvM/ Limmat shows how it's done.
TV The Bluewin video recorder makes targeted, ad-free television possible. JvM/ Limmat shows the way. Product-specific media placements can often be tricky: in the multimedia section of the last SonntagsZeitung, two competing products vied for the favor of an almost identical target group - young, active multimedia enthusiasts whose lifestyle is characterized by modern multitasking. Mass vs. individuality
Because they are not allowed to zap around aimlessly and gawk mindlessly, communication technology will be able to offer them two solutions in future: Cablecom's "smarter TV experience" (see page 7), which expands the range of programs on offer to such an extent that every taste is catered for at all times, or Swisscom's alternative - "self-determined TV experience". With the Bluewin TV 300 video recorder from the Internet provider subsidiary, consumers will be able to put together their own individual program from the existing TV offering. They can watch it when and how they like.
Thanks to a few remote control buttons, the video recorder with built-in hard disk heralds the end of the era of interrupted commercials. Not only can the program be stopped and re-watched with a time delay, passages can also be repeated or skipped at any time. The device can store up to 200 hours of TV programs. Accordingly, the way the TV is used is likely to be similar to that of a print medium, as content can be selected and viewed in a targeted manner. This requires not only the rentable recorder, but also an Internet connection, which enables the electronic program guide to select and record programs.
But back to the "coincidental" proximity of the ad placements. This also reflects the similarly dense distribution network and the pricing policy of the two innovations - ten centimes cheaper monthly rents at Swisscom and CHF 95 each for the set-up fee, which Cablecom waives for its customers during the launch phase.
It is therefore obvious that the launch campaigns are related in their multimedia mix: In addition to the informative PR and online channels, Jung von Matt/Limmat (JvM) is also relying on two TV commercials with five tagons. The latter are the centerpiece of the campaign. Compared to the publicity-style ads - in which a rather irrelevant testimonial by Bertrand Piccard tries to enhance a better instruction manual - the spots shine with the best cybernetic irony in their environment.
Deus ex machina
Under the motto "You make the program", the creative team of CDs Tom Seinige and Alexander Jaggy have made the advantages of Bluewin TV 300 obvious. In one, you see a pair of lovers in the 174th episode of the schmaltzy soap opera "The Filthy & The Rich". Suddenly, a giant hand - deus ex machina - appears and sweeps the fervently kissing couple off the set. In the other film, a smart aleck is annoying in a dozen-quiz show. Even before the quizmaster has finished formulating his questions, the nerd answers them with excessive complacency. Until a giant hand stomps him out of TV studio heaven.
The commercials show that in the dawning TV age, viewers are putting an end to the broadcasters' program dictates. "What they don't want to watch, they simply throw out and create their own program," explains Seinige. The benefit is obvious: throwing unpopular programs out of the schedule is fun.
It was probably too hot for the advertisers to remove an advertising block from the program by fist. Instead, the reminders come back to the product features of the hard disk recorder, which are also illustrated on the Internet with a product demo and in various supporting print products.
Publicity reports for Bluewin TV 300: Balloonist Bertrand Piccard ennobles the instruction manual.
A coup de grace: JvM/Limmat shows how to become a program director.
Because they are not allowed to zap around aimlessly and gawk mindlessly, communication technology will be able to offer them two solutions in future: Cablecom's "smarter TV experience" (see page 7), which expands the range of programs on offer to such an extent that every taste is catered for at all times, or Swisscom's alternative - "self-determined TV experience". With the Bluewin TV 300 video recorder from the Internet provider subsidiary, consumers will be able to put together their own individual program from the existing TV offering. They can watch it when and how they like.
Thanks to a few remote control buttons, the video recorder with built-in hard disk heralds the end of the era of interrupted commercials. Not only can the program be stopped and re-watched with a time delay, passages can also be repeated or skipped at any time. The device can store up to 200 hours of TV programs. Accordingly, the way the TV is used is likely to be similar to that of a print medium, as content can be selected and viewed in a targeted manner. This requires not only the rentable recorder, but also an Internet connection, which enables the electronic program guide to select and record programs.
But back to the "coincidental" proximity of the ad placements. This also reflects the similarly dense distribution network and the pricing policy of the two innovations - ten centimes cheaper monthly rents at Swisscom and CHF 95 each for the set-up fee, which Cablecom waives for its customers during the launch phase.
It is therefore obvious that the launch campaigns are related in their multimedia mix: In addition to the informative PR and online channels, Jung von Matt/Limmat (JvM) is also relying on two TV commercials with five tagons. The latter are the centerpiece of the campaign. Compared to the publicity-style ads - in which a rather irrelevant testimonial by Bertrand Piccard tries to enhance a better instruction manual - the spots shine with the best cybernetic irony in their environment.
Deus ex machina
Under the motto "You make the program", the creative team of CDs Tom Seinige and Alexander Jaggy have made the advantages of Bluewin TV 300 obvious. In one, you see a pair of lovers in the 174th episode of the schmaltzy soap opera "The Filthy & The Rich". Suddenly, a giant hand - deus ex machina - appears and sweeps the fervently kissing couple off the set. In the other film, a smart aleck is annoying in a dozen-quiz show. Even before the quizmaster has finished formulating his questions, the nerd answers them with excessive complacency. Until a giant hand stomps him out of TV studio heaven.
The commercials show that in the dawning TV age, viewers are putting an end to the broadcasters' program dictates. "What they don't want to watch, they simply throw out and create their own program," explains Seinige. The benefit is obvious: throwing unpopular programs out of the schedule is fun.
It was probably too hot for the advertisers to remove an advertising block from the program by fist. Instead, the reminders come back to the product features of the hard disk recorder, which are also illustrated on the Internet with a product demo and in various supporting print products.
Publicity reports for Bluewin TV 300: Balloonist Bertrand Piccard ennobles the instruction manual.
A coup de grace: JvM/Limmat shows how to become a program director.
