IBS:

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IBS Making TV-Web Convergence Work -- Today
TVB Research Conference 2000 New York City
Jim Singer Senior Vice President, Marketing Inte
rnet Broadcasting Systems, Inc.
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Internet Broadcasting Systems

• Broadcasters building a new network of
• dominant local web channels

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Web Channel
Verticals/ Ecommerce
Breaking Local News
Video story
Station Promotion
Station Promotion
Convergence advertising
Convergence partners
Convergence Partners
Media Partners
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Web Channels
Not Portals
News, Entertainment, Services Well programmed and
promoted Produced by in-station news and sales t
eams The most successful, most visited TV sites
on the planet
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2000 Launches to Date Detroit WDIV Sacramento
KCRA Boston WCVB Houston KPRC Miami WPLG Pitts
burgh WTAE Cincinnati WLTW Orlando WESH Kansas
City KMBC West Palm Beach WPBF Winnipeg, Halifax
, Montreal - Global Milwaukee WISN Greenville W
YFF New Orleans WDSU Albuquerque KOAT Jacksonvi
lle WJXT Oklahoma City KOCO Greensboro WXII Mia
mi WPLG Orlando WKMG San Antonio KSAT (next week
) Honolulu KITV (next week) Indianapolis WRTV (n
ext week)
The New Network 16 of Top 25 -- 29 of Top 50 US
Markets -- 50 Markets and Growing40 US HH
coverage (plus 90 Canada)
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NIELSEN NEWS INFORMATION MSNBC.COM CNET.COM C
NN.COM WEATHER.COM ZDNET.COM ABCNEWS.COM WASHI
NGTONPOST.COM USATODAY.COM NYTIMES.COM DISCOVER
Y.COM LATIMES.COM FOXNEWS.COM IBS NETWORK BBC.
COM WALLSTREETJOURNAL.COM THESTREET.COM ACCUWEA
THER.COM SALON.COM SFGATE.COM BOSTON.COM CBSNE
WS.COM WIRED.COM DALLASNEWS.COM CHICAGOTRIBUNE.
COM
August 2000 IBS Network 1.74 MM Unique Users
34.7 MM Page Views (source Nielsen NetRating
s)
The New Network 16 of Top 25 -- 29 of Top 50 US
Markets -- 50 Markets and Growing40 US HH
coverage (plus 90 Canada)
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Channel4000 Minneapolis
National Press Club awards
Best Journalism Site 1998 1999
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Breaking News Excellence
Day after the Wilkinsburg shootings
(February 2000)

an impressive effort by WTAE-TVs new Web site,
ThePittsburghChannel.com, which had news of the
gunmans capture three minutes after it
happened
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Making Convergence Happen

• Convergence Content
• Convergence Sales

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Convergence Content The best of both worlds

• Television
• Broadcast
• Tells a story
• emotional
• compelling

The Web Narrowcast Drills deep personal inter
active

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The virtuous cycle of Web/TV cross-promotion
Creative Newscast Integration
(NEVER For more information)
Awareness Promos
Creative use of Story mentions Video teases Ba
nners and Tiles
E-mail
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(No Transcript)
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Convergence Advertising The best of both worlds

• Television
• Builds Awareness and Interest

The Web Drives Trial and Usage
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Current IBS WebChannel Users present very
desirable characteristics to advertisers
Typical IBS Local Web Channel User

• Age 39
• Married
• Either Male or female (evenly split)
• High household income
• College Degree
• One or two children
• Owns house
• High propensity to buy big ticket items (Japanese
  cars, camcorders, refrigerators)

Source Media Audit results for 28-city IBS
market rollup, Summer 2000
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Local Advertising/Sponsorships Integrated,
Targeted, Responsive
Jupiter Research local online revenue of 2.7
B by 2003 (24 of total online spending)
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Verticals Employment
HotJobs long-term, seven figure deal
Plus, featured local employers
(TV and Web together)
NEW TV REVENUE!
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(No Transcript)
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Verticals - Automotive
Rolled out late September Local dealer packages s
old in almost all markets Merges Webs interactiv
ity with TV stations reach and power
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Driving Back to TV Convergence Advertising

• New TV revenue
• 100 to stations
• Selected clients Pacific Bell CBS
  Marketwatch Virgin Records Lowes
  
• Union Station
• Carrier Dealer Assn
• Los Angeles Police

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Lessons Learned from the convergence battlefield

• Build a new brand, NOT just a promotional
  platform for your station
  
• Dont cut corners lack of effort WILL be
  noticed
  
• Leverage the strengths of each medium, NOT just
  TV on the Web or another local portal
  
• CREATIVITY and EXPERIENCE win in editorial AND
  in revenue generation