The TV tool to bite into
Technology In the USA, a miracle device is on the market that is already either inspiring or terrifying critics and advertisers alike: the Slingbox.
Technology In the USA, a miracle device is on the market that is already causing critics and advertisers alike to be either thrilled or terrified: the Slingbox, an inconspicuous add-on device for the TV that allows users to take their familiar TV program from home to anywhere in the world and watch it on their laptop or cell phone. A business traveler from Texas, for example, can watch all the NBA basketball games including the Dallas Mavericks - his home team - and keep up with news from his local TV stations. In fact, the manufacturer Sling Media sold over 100,000 devices in the first eight months after the launch in January 2005. The box, which looks like an oversized candy bar, is available for around 200 dollars not only via the Internet, but also in the popular Bestbuy and Circuit City retail chains.
"The shape reminds us how sweet it is to be able to watch familiar television from anywhere in the world," says Slingbox founder Blake Krikorian. The new technology is not only a hit with the public, but was also named one of the "best inventions of 2005" by Time magazine.
Local audience at a distanceThe Slingbox has triggered a less positive reaction in the US advertising industry, which was already nervous due to the Tivo revolution (hard disk recorders). Not only can the modern TV viewer skip a marketer's ad. Companies also have to worry that some of their audience may not be geographically close by when, for example, the local supermarket and its special offer on fresh poultry is advertised.
It is also unclear whether and how quickly the device will spread to the mass market. "I don't think we'll see the same kind of reach as the digital video recorder," says Alex Halavais, professor of computer science at Buffalo University in New York.
He points out that the Tivo and its brothers are already in twelve percent of US households with a TV set. "As long as the big media companies are reluctant to offer this technology, it will only spread slowly." Other industry observers are also concerned that the Slingbox is illegally redistributing content.
If used correctly, the Slingbox could help marketers achieve unimagined success. Sling Media, for example, is making various efforts to convince local companies of the possibilities of reaching customers while they are on vacation. The device can also be used as a replacement television: For example, if dad wants to watch a movie in the living room, the kids can still turn on their cartoon shows on the computer in the children's room.
Targeting additional servicesIt is clear that the potential to work with marketers is there. "In the long run, it has to be more than just selling a box," says Lori Schwartz, Director of New Media at communications company Interpublic Emerging Media Lab. "The opportunities to offer additional services are there."
These additional services could be, for example, that when the viewer watches a sponsored show, they can immediately click through to detailed information about the relevant brand during the sponsorship reference. Engagement is the goal, so that customers engage more closely with the product. "In the future, a target group will no longer be defined geographically, but according to consumer behavior," says Schwartz. "We are gradually moving away from local advertising towards niche markets." A trend that Slingbox is reinforcing.
The device has even found two imitators: Sony recently launched the "LocationFree TV", which makes it possible to receive television using a Playstation. OrbNetworks has also developed similar place-shifting software. The cable industry is already starting to think about its own place-shifting product. "The technology is already moving in the direction of video on demand," believes Halavais. "The Slingbox is just one part of this trend."
"Mobile communication is spreading "Brian Jaquet,
the Communications Director at Sling Media, explains the advantages of the Slingbox.WW: Sling Media has just expanded into the UK. Do you think the Slingbox can also be successful internationally?Brian Jaquet: Yes. The trend towards mobile communication is spreading all over the world. Remember that with the Slingbox you not only have access to your TV program at home, but you can also connect your Tivo there, your satellite radio and even the surveillance cameras in your own home so that you can check what the babysitter is up to from the office. Our system is compatible with over 5000 video distribution devices. WW: Isn't it terribly complicated to install all of this technically?Jaquet: No more than it is to operate a video recorder. The box has input and output connections, so you can connect everything, including the broadband Internet settings at home, provided you have a router. WW: But you can't connect a Mac, only Microsoft products?Jaquet: Yes, we have just launched the first beta version for Apple devices.WW: Are you already working with marketers?Jaquet: Not directly, although the Slingbox is a wonderful medium for advertisers. You can also use it to watch your local commercials while on vacation, and the ratings it generates are also recorded by Nielsen.WW: Are you also planning to conquer the German-speaking market? Jaquet: We announced our launch in the UK in June as the start of our European commitment, so I can't say any more about that yet. But we now also have the option of receiving television in PAL format, which we can then distribute via laptop. Gerti Schön
"The shape reminds us how sweet it is to be able to watch familiar television from anywhere in the world," says Slingbox founder Blake Krikorian. The new technology is not only a hit with the public, but was also named one of the "best inventions of 2005" by Time magazine.
Local audience at a distanceThe Slingbox has triggered a less positive reaction in the US advertising industry, which was already nervous due to the Tivo revolution (hard disk recorders). Not only can the modern TV viewer skip a marketer's ad. Companies also have to worry that some of their audience may not be geographically close by when, for example, the local supermarket and its special offer on fresh poultry is advertised.
It is also unclear whether and how quickly the device will spread to the mass market. "I don't think we'll see the same kind of reach as the digital video recorder," says Alex Halavais, professor of computer science at Buffalo University in New York.
He points out that the Tivo and its brothers are already in twelve percent of US households with a TV set. "As long as the big media companies are reluctant to offer this technology, it will only spread slowly." Other industry observers are also concerned that the Slingbox is illegally redistributing content.
If used correctly, the Slingbox could help marketers achieve unimagined success. Sling Media, for example, is making various efforts to convince local companies of the possibilities of reaching customers while they are on vacation. The device can also be used as a replacement television: For example, if dad wants to watch a movie in the living room, the kids can still turn on their cartoon shows on the computer in the children's room.
Targeting additional servicesIt is clear that the potential to work with marketers is there. "In the long run, it has to be more than just selling a box," says Lori Schwartz, Director of New Media at communications company Interpublic Emerging Media Lab. "The opportunities to offer additional services are there."
These additional services could be, for example, that when the viewer watches a sponsored show, they can immediately click through to detailed information about the relevant brand during the sponsorship reference. Engagement is the goal, so that customers engage more closely with the product. "In the future, a target group will no longer be defined geographically, but according to consumer behavior," says Schwartz. "We are gradually moving away from local advertising towards niche markets." A trend that Slingbox is reinforcing.
The device has even found two imitators: Sony recently launched the "LocationFree TV", which makes it possible to receive television using a Playstation. OrbNetworks has also developed similar place-shifting software. The cable industry is already starting to think about its own place-shifting product. "The technology is already moving in the direction of video on demand," believes Halavais. "The Slingbox is just one part of this trend."
"Mobile communication is spreading "Brian Jaquet,
the Communications Director at Sling Media, explains the advantages of the Slingbox.WW: Sling Media has just expanded into the UK. Do you think the Slingbox can also be successful internationally?Brian Jaquet: Yes. The trend towards mobile communication is spreading all over the world. Remember that with the Slingbox you not only have access to your TV program at home, but you can also connect your Tivo there, your satellite radio and even the surveillance cameras in your own home so that you can check what the babysitter is up to from the office. Our system is compatible with over 5000 video distribution devices. WW: Isn't it terribly complicated to install all of this technically?Jaquet: No more than it is to operate a video recorder. The box has input and output connections, so you can connect everything, including the broadband Internet settings at home, provided you have a router. WW: But you can't connect a Mac, only Microsoft products?Jaquet: Yes, we have just launched the first beta version for Apple devices.WW: Are you already working with marketers?Jaquet: Not directly, although the Slingbox is a wonderful medium for advertisers. You can also use it to watch your local commercials while on vacation, and the ratings it generates are also recorded by Nielsen.WW: Are you also planning to conquer the German-speaking market? Jaquet: We announced our launch in the UK in June as the start of our European commitment, so I can't say any more about that yet. But we now also have the option of receiving television in PAL format, which we can then distribute via laptop. Gerti Schön
