Decision to run promos before iview programmes

Henare Degan made this Freedom of Information request to Australian Broadcasting Corporation

The request was successful.

From: Henare Degan

Delivered

Dear Australian Broadcasting Corporation,

I've noticed that for some time now promos run before an iview show will play. These are advertising other shows and can't be skipped. Since this would seem to go against what most people want the service to do, i.e. play the desired show instead of advertising something to you, I'd like to understand the reasons behind this decision.

Therefore I'd like to request a copy of the most recent document that describes the rationale for the decision to insert promotions before iview shows will play. Please treat this as an informal request but if it can't be dealt with in this way then please consider this a formal request under the FOI Act.

Many thanks,

Henare

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From: Juliana Walsh
Australian Broadcasting Corporation

Dear Henare

 

Thank you for contacting the ABC regarding your enquiry about ABC
promotions on iview.

 

I have forwarded your email to the ABC’s Audience & Consumer Affairs
department, as they are best placed to provide you with the information
you are seeking, in the informal way you have requested.

 

They will respond to your request in due course.

 

Please feel free to be in touch if you have any concerns about this
process.

 

Kind regards

Juliana

 

[1]ABC Juliana Walsh
Corporate Compliance Coordinator
P +61 2 8333 5304 E [email address]
[2]http://www.abc.net.au/corp/enter/img/bra...

 

 

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From: Henare Degan

Sent: Wednesday, December 14, 2016 3:43:57 PM (UTC+10:00) Canberra,
Melbourne, Sydney

To: FOI ABC

Subject: Freedom of Information request - Decision to run promos before
iview programmes

 

Dear Australian Broadcasting Corporation,

 

I've noticed that for some time now promos run before an iview show will
play. These are advertising other shows and can't be skipped. Since this
would seem to go against what most people want the service to do, i.e.
play the desired show instead of advertising something to you, I'd like to
understand the reasons behind this decision.

 

Therefore I'd like to request a copy of the most recent document that
describes the rationale for the decision to insert promotions before iview
shows will play. Please treat this as an informal request but if it can't
be dealt with in this way then please consider this a formal request under
the FOI Act.

 

Many thanks,

 

Henare

 

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From: ABC Corporate_Affairs1
Australian Broadcasting Corporation

Dear Ms Degan,

 

Your email of 14 December 2016 has been passed to Audience and Consumer
Affairs for response.  Please accept my apologies for doing so.

 

We have referred your request to the iview Manager who has advised there
is no specific documentation on the decision to run promos before programs
on the iview service, however they have provided the following information
which may answer your query –

 

Pre-rolled promos on ABC iview are currently not skip-able due to the fact
that they have been implemented leveraging video play-listing technology
which was already existing in iview to enable classification videos. The
classification videos and the promos use the same internally-built
technology. To provide skip-able pre-rolls at the time of implementation
would have added significant cost and time to the project; either ABC
would have been required to procure a 3rd party technology such as
Google's DoubleClick, or build a new system internally which would have
also required significant testing and development work to roll out across
all of iview's platforms.

 

We acknowledge that other video on demand services provide functionality
to skip through pre-rolls, and we are very mindful of the video experience
we provide on iview. Because the audience experience is of paramount
importance to us, our marketing and scheduling teams take great care over
the pre-roll lengths and the content to which the pre-rolls are associated
to. We aim to make the promos relevant, entertaining and helpful - not a
hindrance.

 

Additionally, ABC's Marketing teams are working towards the availability
of a more targeted way to provide pre-roll recommendations across our
digital products, like iview. It's envisaged that as part of this project,
consideration to skip-able pre-rolls, along with other logic, will be
given to ensure the best possible audience experience.

 

Thank you again for taking the time to write, and for your interest in the
ABC.

 

Yours sincerely,

 

Ruth McGuire

Audience and Consumer Affairs

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From: Henare Degan

Delivered

Hi Ruth,

That's really helpful, thank you. Please also pass on my thanks to the other ABC staff for taking the time to respond to my information request.

Cheers,

Henare

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