Broadband Capability Keeps Programmes in Front of Mind

TV content providers are turning to Web developers to keep their programmes front of mind whilst not on air, says a release from, a company that specialises in developing broadband sites for the broadcast industry.

Whilst a programme may only air once a week on TV, its entire content — plus a myriad of other related information — can readily be available on the Internet, according to Justin Buckwell, creative director of

"Many programmes, particularly those with a high profile, need to engage with the viewer more often than once a week", said Buckwell. "The demand for content is now controlled by the viewer; they want to watch programmes when they want and how they want. The online presence allows whole segments — if not the entire programme — to be watched at the viewers' leisure".

With the growth in the number of households on broadband, streaming footage of a programme or new edits are now possible to a significant-sized audience and therefore is commercially viable.

Buckwell says: "Excerpts from the programme can quickly and easily be downloaded to be watched at the viewers' leisure, plus additional footage can be made available allowing the viewer to choose the content they would prefer to see"., which develops the "The X Factor" and "The Apprentice" sites using its broadband distribution platform Isite, which has been specifically developed for the broadcast industry, is able to up load a myriad of content giving viewers the opportunity to pull down their desired content rather than wait for it to be pushed to them at a specific time.

In addition, an online environment delivers another revenue stream to the broadcaster. The online viewer can be exposed to a range of marketing initiatives that are not possible on TV; most importantly commercial opportunities can be highlighted.

Buckwell stated: "With the advent of PVRs the TV viewers has been given the opportunity to skip through ads; however, online there is often a continual commercial presence somewhere on the screen".

Another advantage of a complementary broadband presence is the ability for communities to develop; like minded users can chat and content can be delivered specifically for them. Buckwell explains: "This builds special-interest communities whose focus is particular content matter. The net result is a user more enthralled with the Web site, one more often likely to return and a great advocate".