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Appendix 12: Semi-‐Structured Interview David Brennan
Semi-‐Structured Interview Questions 1. How do you watch TV? Like most people, according to industry research. I like watching scheduled TV, on the sofa, mainly with my family around me and sometimes alone as a treat. I love great storytelling, sport and other live events, easy laughs and the occasional bit of inspiration. I’m watching more on demand now that Sky is making it available, so around 25% of our viewing is via catch-‐up (especially BBC Iplayer, looking forward to 4OD hitting the platform soon), movies, the planner, or Sky Store which – as I predicted about 3 years ago – is proving a viable alternative to Blockbuster for our DVD ‘treats’. I watch lots of clips online and am increasingly loading up my i-‐pad for frequent journeys overseas, but the bulk of our household viewing is still to programmes on channels 2. Do you yourself multi-‐screen? Frequently – and have been doing for some time. It all started with texting but tablets and smartphones have created a revolution. Don’t get me wrong – we’ve always done other stuff when we’re watching TV, switching in and out of activities, it’s nothing new6 – but my ipad and iphone and the three Kindle Fires we own between us are starting to get picked up more regularly. We’re seeing that in all the research.7 3. Do you see any value in using second screen as an advertising medium, and why? Massive value – it could create a revolution in the value of all three screens, if they are used sensitively, innovatively and intuitively. The purchase journey – from initial awareness of a brand to actual purchase – often lasts a matter of minutes when it used to be days, weeks or even months. The relationship between marketing activity and response can be plotted more precisely. You can create instant dialogue and deeper relationships. It can be made completely intuitive for the viewer so response can be maximized and navigated. But the following needs to be born in mind; •
The relationship generally flows from the TV set to online8
6 See www.thinkbox.tv – Engagement Study 7 See www.thinkbox.tv -‐ Tellyporting
8 See www.thinkbox.tv – TV & Online: Better Together
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