Deliverable - CORDIS · 2017-04-24 · Joost Negenman NPO [email protected] Sven Glasser RBB...

0 version 1.5, 31/3/2014 D5.1.2 Dissemination Strategy and Report

Deliverable

Project Acronym: TV-RING

Grant Agreement number: 325209

Project Title: Television Ring - Testbeds for Connected TV services using HbbTV

D5.1.2 Dissemination Plan and Report

Revision: 1.5

Authors:

Pau Pamplona (i2CAT)

David Pujals (RTV)

Project co-funded by the European Commission within the ICT Policy Support Programme

Dissemination Level

P Public x

C Confidential, only for members of the consortium and the Commission Services

Abstract: This deliverable is the first iteration of a total of three. The focus of this first document is to describe the shared strategy of all partners in the project to promote and disseminate the actions and outcomes that will be executed within the 30 months of duration of the project. The following versions will review and update the strategy in parallel with a report and analysis of all the actions carried out during the period.


Revision History

Revision Date Author Organisation Description

0.1 13/01/2014 Pau Pamplona

i2CAT Revision of document structure and modifications

0.2 27-01-2014 J Negenman NPO Added NPO dissemination

0.3 28-01-2014 Daniel Giribet TVC Added TVC dissemination information and document overview

1.0 17-02-204 Jordi Payo TVC Final draft revision

1.1 17-02-204 Daniel Giribet TVC Second revision

1.2 18-2-2014 Pau Pamplona

I2CAT Second iteration of contributions

1.3 3-3-2014 Sergi Fernandez

I2CAT First review

1.4 20-3-2014 Pau Pamplona

I2CAT Added review contributions

1.5 31-3-2014 Sergi Fernandez

I2CAT Final Review

Statement of originality:

This document contains original unpublished work except where clearly indicated otherwise. Acknowledgement of previously published material and of the work of others has been made through appropriate citation, quotation or both.

Disclaimer

The information, documentation and figures available in this deliverable, is written by the TV-RING (Testbeds for Connected TV services using HbbTV) – project consortium under EC grant agreement ICT PSP-325209 and does not necessarily reflect the views of the European Commission. The European Commission is not liable for any use that may be made of the information contained herein.


1. Executive Summary

This Deliverable is an introduction to the dissemination plan that will guide TV-RING partners throughout the project. This project have as main objectives, at communication and dissemination level, to inform about the project itself, but also about relevant news linked with the project. Technical information about HbbTV, events of interest for stakeholders, among others, need to be structured and clearly defined how to address it to the project audience. For this reason, it will be described the main resources that will be used and what will be their functions. We consider resources, everything that could facilitate the communication process, online or offline, with direct interaction or not.

To complement this document, a tentative calendar will be given with the main dissemination activities, that at this date, that partners consider of interest. This calendar is of high interest for WP5 partners in order to prepare their participation. It is also important to highlight the coordination with Task 2.1 – Open Connected TV Stakeholders Forum, for the organization of the TV-RING workshop.

This is the first iteration of a document that will evolve, adapting its contents (if necessary) during the lifetime of the project and the partners’ needs, to ease and optimize the use resources of each partner.

All partners have been involved in this early stage of the definition process and will keep contributing enriching the project and the information that will be provided to the project audience, in order to contribute enlarging the number of stakeholders interested in the project and considering it as a reference at international level.


2. Contributors

First Name Last Name Company e-Mail

David Pujals RTV [email protected]

David Geerts KUL [email protected]

Daniel Giribet TVC [email protected]

Jordi Payo TVC [email protected]

Joost Negenman NPO [email protected]

Sven Glasser RBB [email protected]

Ammar Tijani PPG [email protected]

Sergi Fernández i2CAT [email protected]

mailto:[email protected]



Contents

Revision History ......................................................................................................................... 1

1. Executive Summary ............................................................................................................... 2

2. Contributors .......................................................................................................................... 3

3. Introduction .......................................................................................................................... 7

4. General overview of the Dissemination Plan ........................................................................ 7

5. Strategy to accomplish the objectives .................................................................................. 9

5.1. Timeline of execution of the dissemination plan .......................................................... 9

5.2. Phase 1: Set up of the dissemination infrastructure ..................................................... 9

5.2.1. Corporate message ............................................................................................... 9

5.2.2. Logotype .............................................................................................................. 10

5.2.3. Communication responsibles .............................................................................. 11

5.2.4. Tools and resources............................................................................................. 11

5.2.5. Target audience/groups ...................................................................................... 14

5.3. Phase 2: Increase project awareness .......................................................................... 15

5.3.1. Communication expansion .................................................................................. 16

5.3.2. Increasing project awareness actions ................................................................. 16

5.4. Phase 3: Dissemination of the project results............................................................. 16

5.4.1. Generation of content based on results ............................................................. 16

5.4.2. Showcasing developments .................................................................................. 17

6. Lines of action ..................................................................................................................... 18

6.1. Online actions .............................................................................................................. 18

6.1.1. Procedures for contributions .............................................................................. 20

6.2. Actions on Printing and Digital Press .......................................................................... 20

6.2.1. Procedures for publication .................................................................................. 21

6.3. Specific Pilot On-Site Actions ...................................................................................... 21

7. Calendar of Connected TV events ....................................................................................... 24

8. Workshops .......................................................................................................................... 27

9. Research Publications ......................................................................................................... 27

9.1. Objectives .................................................................................................................... 27

9.2. Proposed publication calendar ................................................................................... 28

9.3. Actions and Strategy ................................................................................................... 28

10. Dissemination on the Web .............................................................................................. 28

10.1. The TV-RING Website .............................................................................................. 28


10.1.1. Objectives ............................................................................................................ 28

10.1.2. Actions and Strategy ........................................................................................... 28

10.1.3. Usage Analysis ..................................................................................................... 29

10.2. Partners’ website .................................................................................................... 33

11. Dissemination in social media networks ......................................................................... 33

11.1. Objectives ................................................................................................................ 33

11.2. Chosen Social Networks .......................................................................................... 33

11.2.1. Twitter ................................................................................................................. 33

11.2.2. LinkedIn ............................................................................................................... 33

11.3. Actions and Strategy ............................................................................................... 33

12. Dissemination in professional events ............................................................................. 33

12.1. Objectives ................................................................................................................ 33


12.2.1. Proposed event calendar .................................................................................... 34

13. Open Connected TV Stakeholders Forum ....................................................................... 38

13.1. Objectives ................................................................................................................ 38

13.2. Targeted audience ................................................................................................... 39


13.3.1. Workshops........................................................................................................... 39

14. Conclusions and next steps ............................................................................................. 41

14.1. Short term actions ................................................................................................... 41

14.2. Medium term actions .............................................................................................. 41

14.3. Long term actions .................................................................................................... 41

15. References ....................................................................................................................... 42

16. Annex I – Leaflet .............................................................................................................. 43

17. Annex II – Presentation template ................................................................................... 44

18. Annex III – Poster 1 ......................................................................................................... 45

19. Annex IV – Poster 2 ......................................................................................................... 46


Table of Figures

Image 1: Main logo of the project ............................................................................................... 10

Image 2: Logo used for twitter .................................................................................................... 11

Image 3: Scheme of the leaflet of the project ............................................................................ 12

Image 4: Communication flow among website – LinkedIN - Twitter .......................................... 19

Image 5: Daily unique visitor count ............................................................................................. 29

Image 6: Monthly unique visitor count ....................................................................................... 29

Image 7: Additive visitor consumption ....................................................................................... 29

Image 8: Additive visitor consumption by territory .................................................................... 30

Image 9: Additive unique visitor count by individual website section ....................................... 30

Image 10: Additive unique visitor count by referral ................................................................... 31

Image 11: Screenshot of the contact form ................................................................................. 32

Image 12: TV-RING Open Connected TV Forum scheme ............................................................ 38

Image 13: Draft of leaflet v2 ....................................................................................................... 43

Image 14: Template for presentations v1 ................................................................................... 44

Image 15 Initial version used for the FIA Event .......................................................................... 45

Image 16: Draft of the decorative poster.................................................................................... 46

Table 1: Phases execution timeline ............................................................................................... 9

Table 2: Communication responsibles ........................................................................................ 11

Table 3: Characterization of contacts ......................................................................................... 15

Table 4: Screening of potential events where to attend for dissemination purposes (time horizon 2014-2015) ..................................................................................................................... 26

Table 5: Expected participants per workshop ............................................................................. 39


3. Introduction

This deliverable presents the initial work of T5.1 and describes how dissemination will be addressed during the project. T5.1 advertises the results obtained in the project, and plans actions to be performed such as workshops, conferences, attendance to trade fairs, etc. All the consortium is invited to participate in advertising the project outcomes and make use of all the necessary resources made available. Thus, a follow up of all these activities will be carried out in order to provide this coordinated approach for an efficient cost-effective dissemination action.

In a project such as TV-RING, dissemination activities are a important activities. In this case, task 5.1 (led by i2CAT) counts on the involvement of all members. TV-RING will inform potential stakeholders of the opportunities and benefits that this project can bring to their entity. In particular, within T5.1 we will:

- identify potential stakeholders of the media and broadcasting sector - raise awareness of the project objectives and its outcomes - encourage third parties to make use of the knowledge generated in the project - bring closer to society the project outcomes - stimulate the adoption of Connected TV to benefit our society of the advanced

services it can deliver - share knowledge gathered in the project among stakeholders

The goal of task 5.1 in the project aims to inform about the progress and results of the project at multiple levels (i.e.: technical, users’ requirements, marketing, etc.) carried out in the core Work Packages 2-4, with the participation and involvement of all project partners.

All Partners are required to take part in disseminating the results to the industry through meetings, showcases, conference sessions, publication of results in reviewed journals and promotional articles in the trade press. As well, the project’s results shows will be presented at the major industry trade fairs. The Stakeholders Group companies will be informed by mailings, and invited to sessions and showcases. The execution of the three pilots could be linked to some of these events.

The next sections detail the dissemination plan and the initial results of the first dissemination actions.

4. General overview of the Dissemination Plan

TV-RING dissemination will mainly focus on:

- Informing: about the possibilities of the broadcasting sector when using advanced infrastructure and technologies

- Raising awareness: letting others know about the activities of the project and those related with the sector

- Engaging: inviting input/feedback from the community (both professional and end-users) through an Open Forum and use it as input for further developments and improvements of the Connected TV applications

- Promoting: project’s outcomes and expected results

More in detail, there are also objectives included within the aforementioned four pillars:

- Identify and encourage third parties to take part in the project. There are many

contributions that could benefit multiple parties.


- Encourage end-users to take part in the pilots and contribute to improve the

applications deployed and the technologies used.

- Get aligned with other international projects in order to foster the uptake of the

HbbTV standard.

- Raise awareness among society and the sector industry of the possibilities offered by

HbbTV.

As it is explained in the deliverable, one of the key points of communication is to adequate the message and its format to the target audience and to provide contents that could stimulate their interest.


5. Strategy to accomplish the objectives

The dissemination plan will delineate the actions to be carried out by all partners involved in T5.1 and how to implement its execution. All these actions will be coordinated within the project to ensure a proper access to stakeholders and relevant impact (e.g.: it cannot be expected to inform about outcomes if there is not an interested audience to address).

Next, a high level description of the different phases of the project is given.

5.1. Timeline of execution of the dissemination plan

There are three main phases defined in this dissemination plan that will be executed accordingly with the project process. This is due to the close relation between what is being communicated and the project outcomes. This timeline can be considered an estimation, but it will guide partners during the project. The defined phases of the dissemination plan are:

Phase 1: Set up of the dissemination structure

Phase 2: Increase project awareness

Phase 3: Dissemination of the project results

M1-M5 M6-M11 M12-M17 M18-M23 M24-M30

Phase 1

Phase 2

Phase 3

TV-RING

project

highlights

Stakeholders forum // Workshops Pilots execution // Stakeholders forum //

Workshops

Table 1: Phases execution timeline

5.2. Phase 1: Set up of the dissemination infrastructure

Objectives in this first stage are:

- Define the corporate message - To create a project communication structure - To identify and define stakeholders - To provide partners with resources for dissemination purposes - Define a time-line of dissemination actions to be performed

5.2.1. Corporate message

The official message which describes the project, to be distributed among stakeholders, is the following:

The TV-RING project joins European broadcasters, research centres, software developers and service providers with a common objective: to develop and test applications and infrastructures that will shape the future internet-based television, aiming to deliver high quality services and


offer innovative contents on the top of traditional broadcasting. The project will explore the great potential of next generation networks and mobile devices in the Connected TV market, which is a strong focus of interest for the media industry.

TV-RING will pilot landmark transmedia applications & services and demonstrate the potential of new multistream TV formats. The TV-RING pilots will operate as a community, aggregating and actively building up knowledge around best practice examples and processes in Connected TV service development.

This message will be adapted to each scenario (e.g.: highlighting technical interest of the project, potential societal benefits, business opportunities, etc.) during the project, trying to maximize the impact on the receiver. A set of slogans have been proposed to spread the objectives of the project among the audience.

TV-RING – HbbTV Testbeds

TV-RING - the expanded TV experience

TV-RING - the future of connected television

Get more out of your TV with TV-RING

The adventure begins when TV-RINGs!

TV-RING – Shaping innovative applications for Connected TV

The chosen slogan will be initially TV-RING – HbbTV Testbeds because it offers a clear message of what the project is and delivers a balanced linguistic register adapted to technical and commercial profiles.

This slogan has been used for the main logo of the project.

Image 1: Main logo of the project

5.2.2. Logotype

The logotype is the image that will represent the project everywhere. It is important to be unique, attractive and to be easy to remind. In this case, the image chosen is a set of points which can be identified with a group of “pixels”. The colours are based on the chromatic scheme of CMYK, the base of all images visualized in screens, like TVs.

The logo has been adapted for multiple uses, for example, in social networks.


Image 2: Logo used for twitter

5.2.3. Communication responsibles

The consortium identified for each partner one person in charge of the communication and dissemination activities to ease coordination among the consortium. The table of those responsible is listed below.

Entity Name email

i2CAT Pau Pamplona [email protected]

RBB Sven Glaser [email protected]

IRT Franz Baumann [email protected]

TVC Daniel Giribet [email protected]

RTV Marisa Serrahima [email protected]

NPO Susanne Heijstraten [email protected]

KUL David Geerts [email protected]

PPG Ammar H. Tijani [email protected]

Table 2: Communication responsibles

Each representative will provide relevant information to the consortium and the task leader (TL). Note that being responsible does not mean to carry out all dissemination actions, but it is to act as main contact person from that partner with the rest of the consortium.

5.2.4. Tools and resources

The project makes use of multiple resources to ease all partners’ work and maximize effectiveness. These resources and tools are oriented to:

- Offer support material to be distributed online and in paper-based format - Schedule and coordinate dissemination actions (e.g.: workshops, conferences, etc.) - Generate relevant content to be distributed (e.g.: news, event, project results, etc.) - Improve awareness of the project among society and stakeholders (e.g.: SEO strategy) - To analyze the dissemination results and improve the strategy










All tools that are available are listed and described below:

5.2.4.1. Dissemination material

RTV and i2CAT are in charge of creating a leaflet, a poster and an initial version of a slide presentation. All this material will be made available both in paper-based format and digital. All material will evolve during the project contributing to improve its message and re-adapting it to the audience, the location and the contents, if considered necessary. All this resources are available in Confluence under WP5>T5.1.

Leaflet

The leaflet will be a six-faced document (see Image 3) giving graphic information.

3 2 1

4 5 6

Image 3: Scheme of the leaflet of the project

It is really important to give as much information as possible with just a glance. The main information shown will be on the project objectives, the consortium, the main tasks, its expected outcomes and the contact details.

Poster

There are two posters, each one having a distinct scope. One, will be a DIN A0 format document (this can be re-sized if necessary) oriented to provide visual-only information about the project and what is going to be done. This is really useful in busy conferences where the project must be presented in an agile manner. The second kind of poster will have a merely decorative goal and will help to identify the project and its image. Basically, it will be based on its logo and its related slogans.

Project presentation/template

The project presentation is a very valuable tool to help partners to disseminate project related information among attendees in a public event (e.g.: workshops, conferences, etc.). There is currently one template (using .ppt or compatible format) but it will be improved in the following months. There is also a short presentation describing overall information of the project. Partners will be encouraged to adapt it to the circumstances where it will be used.


5.2.4.2. Calendar of activities

It is important to plan dissemination activities in advance to prepare and guarantee excellence in the actions identified. In Confluence1, there is a section in which partners can note potential events where to attend. In case they attend, it is possible to provide a short report and/or the presentation given to the audience, complemented with graphic material (i.e.: mainly photos of the event). This calendar is useful both for single entities as also to coordinate the attendance of multiple partners. Any other activities organized by the consortium will be also noted in the agenda.

5.2.4.3. Content management space

The project and its partners will carry out activities of multiple types, which will conduct the creation of dissemination contents. For this reason, a space within Confluence will ease the management and late publication of them by different means (e.g.: press releases, website, twitter, etc.).

5.2.4.4. Tools for analysis of results

Google analytics2 is a very powerful tool that is used to “to provide a comprehensive set of best practices, techniques, and how-to's to make the most out of your measurement planning” [1]. Through a deep analysis of data, it is possible to evaluate and know better what kind of results you are obtaining in your website. For further details, see section 5.

5.2.4.5. Project visibility optimization

There are multiple ways of understanding this point, but the framework will be limited to the online visibility of the project. For this reason, and as defined previously in deliverable D5.1.1 – Project and Open Forum Website, the consortium will set a SEO strategy to improve its results and ranking when users realize organic search in the Internet through search engines (mainly Google). The communication team (composed by all communication representatives) will use as many tools as possible that could easily contribute to the promotion of the project.

Nowadays, there are free tools that positively contribute to implementing an effective SEO strategy. Examples of these tools can be found in the link below:

http://searchenginewatch.com/article/2303494/21-Best-FREE-SEO-Tools-for-On-Page-Optimization

http://smallseotools.com/

5.2.4.6. Social/Professional Networks

Social networks are currently one of the most useful tools to spread information among great audience in a bidirectional manner. TV-RING has focused its activity in those networks with more impact from a professional perspective: Twitter (@tv_ring) and LinkedIN (http://www.linkedin.com/groups/TV-RING-7413969?trk=my_groups-b-grp-v and http://www.linkedin.com/company/TV-RING?trk=company_name).

1 http://confluence.i2cat.net/display/TR/Dissemination+events+list (members-only access)

2 http://www.google.com/analytics/



http://smallseotools.com/

http://www.linkedin.com/groups/TV-Ring-7413969?trk=my_groups-b-grp-v

http://confluence.i2cat.net/display/TR/Dissemination+events+list

http://www.google.com/analytics/


5.2.5. Target audience/groups

This is one of the most important tasks that will be conducted throughout the entire project. The objective is to identify and contact all those entities and its representatives in order to communicate the objectives of TV-RING and the potential benefits for them. The links between TV-RING and these people are several. Target groups can be identified through commercial/industrial contacts, sister projects, mutual/similar research activities, etc.

In this early stage of the project, it is important to build a critical mass to ensure a great impact of the project results in the future. The main sources derive from existing contacts that from past experience are expected to be interested in the project. The project identified previously an initial set of typologies of stakeholders, which is susceptible to evolve during the project lifetime. They are listed below:

- Content providers: All those agents that create, in a direct or indirect manner, contents for Connected TV.

- Content aggregators: All those entities that have access to multiple contents and can decide how to distribute them.

- Content distributors: All those entities and companies that somehow deliver media contents for its consumption.

- Service integrators: All those companies that offer components and infrastructure services related to the management and distribution of content.

- Interface developers: All those company that (part of) its activity consists in developing a framework conceived to allow the creation of Connected TV Applications and services.

- EC manufacturers: All those companies who fabricate devices (e.g.: TVs, Set top boxes, etc.) in Europe that contribute or are involved with Connected TV technologies.

- Internet Service Providers (ISP): All those companies that provide services like: access to internet, data transit, hosting and domain name, among others.

- Other European projects: All those European projects that are focusing their work on the usage, uptake or improvement of Connected TV technologies and with potential link with TV-RING.

- Research and standardization organizations: All those entities or organizations devoted to provide International Standards. International Standards give state of the art specifications for products, services and good practice, helping to make industry more efficient and effective. [2]

- Others who are involved in communication via content with audience and or the distribution of that content.

To manage the contact with the entities a stakeholders list with multiple categories has been created. One focused on similar research projects, another identifying hardware/software components related with HbbTV, and finally another with a list of people contacted having potential interest for TV-RING.


In order to better address the message of the project, and simplify this treatment, a set of common definitions has been given.

Entity name

Country Contact person

e-mail address

Telephone number

Website Entity type

Activity Area

Contacted (y/n)

Activity Area

1 Content providers

2 Content aggregators

3 Content distributors

4 Service integrators

5 Interface developers

6 EC Manufacturers

7 ISP

8 Technical researchers

9 If others, specify on "others"

Table 3: Characterization of contacts

This list of contacts will feed in a future a mailing list of people/entities interested in the project and its activities.

5.3. Phase 2: Increase project awareness

Objectives in this second phase are:

- To create and make grow a critical mass of stakeholders

- To raise project awareness

- To position TV-RING at an international level (through event organization and

organisation)

Entities typology

1 Public body

2 Private

3 SME

4 Big Industry

5 Organization

6 University

7 Single Person


5.3.1. Communication expansion

Once communication and networking tools are ready, the consortium is in a position to start contacting with potential stakeholders interested in following TV-RING and its outcomes. It is important to find a balance at this early stage between content generation and engagement. The objective is to create a community of stakeholders around the project and to achieve this objective it is necessary to offer something relevant to those who have been contacted. It is not possible to delay this task until there are, for example, results obtained during the project. Furthermore, it is also important to offer some initial contents about the project, its ecosystem, the Open Connected TV Forum, etc.

At this point, an effective strategy to be followed, is to merge both use of massive communication tools and personal messages addressed to previous contacts. Following this second strategy, classic communication methods such telephone calls, emails, graphic material, can bring a very positive impact.

It is also important to adapt the message and to coordinate how and when TV-RING’s partners contact stakeholders/audience. First of all, a common message is needed to demonstrate harmony among the consortium. And in second place, this also increases the community feeling and its viral effect.

5.3.2. Increasing project awareness actions

To demonstrate that TV-RING is a project with international impact, it is critical its presence in multiple events, in different ways, and in a constant manner. This means that a set of online and on-site actions are needed. If the project is seen taking part in multiple relevant events of the sector, the target groups will increase their awareness of its value and seriousness. The proper combinations of both kinds of actions (that will be described in following sections of this document) warrant a cost-effective consecution of results.

5.4. Phase 3: Dissemination of the project results

Objectives in this last phase are:

- To disseminate the project results

- To generate great impact on stakeholders

- To consolidate the community of stakeholders around TV-RING

5.4.1. Generation of content based on results

This third stage overlaps with the previous one. The main difference will be the content (i.e.: it is not the same to explain a project as to show project results) to be shown. There should be continuous updates on the content distributed among the TV-RING community. It is important to clearly link the project objectives (what has been explained in the early phases) with the main outcomes. This contributes to justify the results obtained with what was proposed. A common ground for dissemination should be used, but being conscious of the need to address properly the message with the targeted recipient.


5.4.2. Showcasing developments

At this point, TV-RING should have access to new sources of contents to be shown. One of these sources are the pilots. Each country will be running a pilot with operative HbbTV applications. It is necessary to put special effort on showcasing the results in a way that the recipient understands what has been done, what are the benefits of HbbTV, how to access to the different services, etc.

There are several channels to demonstrate how this works, and some of them are listed below:

- On-site demo: This is one of the best options due to its impact and the fact that the message is clearly transmitted to the audience. On the other hand, it could involve several restrictions like the need of a TV, a Set Top Box (STB), internet connection, TV-Connectivity, pre-generated TV DVB streams, among others.

- Promotional video: Its visual impact is high, but there is a great loss of interaction for the audience. It could be a good solution because there are no technical constraints and can reach a wide range of targeted groups through platforms such as Youtube or Vimeo. Its cost effectiveness and realization is a con.

- Graphic material: As stated in other sections, graphic material is easy to distribute either on-site or by digital means, but its impact is, in this case, reduced. Some techniques can improve its impact. End-users’ testimonials relating the experience when using apps brings closer the message to the audience.

Some of these options will be taken into consideration, according to context factors such as: place/event where to communicate, audience profile, maturity of the results, etc. Each case will be evaluated also under a cost-effectiveness perspective.


6. Lines of action

TV-RING will communicate on the basis of three lines of action that have been named as: Online communication, printing and digital press, and finally on-site actions. This distinction pursues to structure and organize how (i.e.: which means to be used) the project foresees to reach its target audience. This classification does not mean that a combination of them could not happen; in fact, it is better to find how to combine as much as possible all of them in order to multiply its impact.

As an example, we can find that a leaflet used during a trade fair, can be distributed via email to multiple persons or uploaded to the project website. A commercial presentation can be transformed into an engaging video to be distributed through the project social networks.

The dissemination plan defines this three categories starting from the idea of having a complete media approach for it. These will ensure that the project covers all the strands susceptible to contribute with TV-RING’s purposes.

6.1. Online actions

There are multiple actions that will make use of a set of online tools to contribute to widen the project online dissemination. The strategy of dissemination will evolve to look for more specific targets and different media. The launch of project in two social media networks (Twitter and LinkedIn), is an idea aligned with the trends of the industry as we can see nowadays. Online actions enable the consortium to communicate rapidly and massively, but also to address in a personalized manner the message. Another advantage is that the message can be adapted to multiple formats. It means that a single message could be addressed in different aspects, for example, a video explaining why to join the Open Connected TV Forum, a small presentation, an email among others.

These kinds of actions are cost-effective and easy to handle, reason why it will be the main communication mean of the project.

Main actions are described below:

Project Website (and SEO)

The website is the main dissemination tool of the consortium. It will contain up-to-date information about TV-RING activities and outcomes, news and events, interesting links, documents, tweets, etc. It will be under constant updating during the whole project. Core information will be offered in English, which will be the official project language.

The project will take care to follow the recommended SEO best-practices to ensure good results in organic search. It will be also used Google Tools in order to analyze search results, keywords and define improvements or modifications to obtain better results.


Social Media (Twitter, LinkedIN)

The TV-RING project is aware of the communication value provided by Web 2.0 tools. Social Media such as LinkedIN, Twitter, Youtube, or similar, are good channels to reach the target audience and also create bidirectional communication channels. Partners will be encouraged and requested to contribute at least once per month. It has been implemented a inter-feeding mechanism to easy the distribution of contents and multiply its effects. This can be seen in the image below.

Links in partners’ company websites

TV-RING encourages partners to disseminate and promote activities and outputs of the TV-RING project, on their websites. These portals will be invited periodically to add mentions and links to relevant documentation related with TV-RING. If possible, it is also recommended to create a dedicated space within their website using any graphic resources made available for the project (e.g.: logos, etc.)

If the partner involved has an institutional Newsletter, or similar, and contents related with the project eligible to be published, then it is recommended to inform the consortium and to coordinate actions in order to get mentioned in the newsletter and collaborate as much as possible.

Direct Communication - Mailing

Partners that make use of mailing lists will promote internally and externally, via elaborated mailing lists. If the content is considered appropriate, with enough quality and interest, then it can be requested to partners to distribute it among their contacts. The final decision will be taken by each partner.

Image 4: Communication flow among website – LinkedIN - Twitter


6.1.1. Procedures for contributions

It has been defined a monthly routine in which all partners have to contribute. The objective is to stimulate with interesting content all the online resources. The procedure is as follows:

- 1 piece of news every month by each partner (total 8 news per month) to be published on the website and the social media

- 1 tweet mentioning @tv_ring per month and partner

The procedure for publishing news is updated in the second version of D5.1.1 and can be also found in Confluence3, which is the internal project documentation site.

Other online actions, should be discussed among partners involved in WP5 before its execution, via email or if necessary in monthly meetings. If an action is urgent, then an extraordinary meeting can be convened through the WP5 Leader, having previously informed the project coordinator.

6.2. Actions on Printing and Digital Press

News media is a classic communication tool, that in the last years have quickly evolved and most of its activities are now supported online. Besides the major classical formats, such as newspapers, there are abundant small professional-oriented magazines (most of them published online), that specialise in specific topics related with the project. This fact will open access to an unknown quantity of potential interested stakeholders. For this reason, making use of printing and digital press are key elements in the project dissemination plan.

Actions on press could be:

Press notes / press releases

All relevant actions that TV-RING can take part on, or organize, are potentially publishable through a press release. These are normally punctual actions used to reach a wider audience and major impact.

These actions have clear benefits, but they also entail plan, cooperation with external actors (e.g.: journalists) and this delays the communication process. Another implication is the need of schedule: it is not possible to publish whenever you want, so and agreement is necessary. The last point to take into account is that there is an associated cost, which under certain circumstances may not be low.

TV/Radio mentions

Only if possible, because of its elevated cost and restricted access. It would be of great impact to appear on TV or be mentioned in the Radio. The consortium will work on this possibility.

Research publications and papers

The consortium set as an objective to publish (for example, position papers) on research magazines, events or similar. The objective is to contribute in the adoption and improvement of the HbbTV standard, its related technologies and the broadcasting sector.

3 http://confluence.i2cat.net/display/TR/News+Section


Leaflets and other printed material

Leaflets, posters and printed presentations are valuable dissemination documentation, that allows multiple types of audiences to be addressed. In previous sections these have been described. This material will be made available to all partners for its usage in all events where possible.

6.2.1. Procedures for publication

Partners are encouraged to publish on digital and printing press. It is recommendable to follow indications given in D1.1, on its section 6.4.1.1 Initial guidelines on Press release, when applicable. It is mandatory to follow indications given in section 6.4.2 Obligations in front of the EC.

All actions under this section will be notified through Confluence in the following sections:

- For public presentations in events: http://confluence.i2cat.net/display/TR/Presentations

- For press releases: http://confluence.i2cat.net/display/TR/Press+releases - For (research) publications: http://confluence.i2cat.net/display/TR/Publications

6.3. Specific Pilot On-Site Actions

Presence in International shows and booths, printing leaflets and posters to make the project activities more visible. Evaluate the possibility to perform joint dissemination actions with other projects or initiatives.

6.3.1.1. NPO (The Netherlands)

NPO will develop the TV Ring HbbTV demo’s as a part of its existing NPO HbbTV platform. A selected Dutch test group will be able to access all Dutch pilot’s Apps and new features (e.g.: DRM or second screen application). In cooperation with the Dutch broadcasters, NPO will actively search for pilot participants (possibly in the TV magazine and online portal). On the NPO website (under the new/experimental section) NPO will publish a call for the mass audience play-a-long for their module 3 in 2015.

To Showcase the HbbTV Apps, NPO (together with TVC & PPG) plans to use its live HbbTV portal. To access the live TV-RING HbbTV demo’s we aim for a live DVB over IP broadcast. The broadcast makes it able access all partners demo’s everywhere over open internet. During live demos on several international exhibitions these demos will be shown. The NPO aims to present the TV-RING sub-pilots at the IBC 2015. Both during a live demo / presentation and on demand on the EBU stand. Also all EBU members in attendance will be actively approached about TV-RING work.

At workshops or smaller conferences a demo for very interested persons can be complemented by showing a presentation with illustrations or screenshots to all participants.

Next to that it can be created video demo’s of pilots (2 and 3) carried out by NPO and other partners, showing the design and implementation of the pilot and the results observed.

On-site activities can not only be promoted via TV-RING’s online tools, its social media accounts and website but via NPO’s own social media and websites as well.

http://confluence.i2cat.net/display/TR/Presentations

http://confluence.i2cat.net/display/TR/Press+releases

http://confluence.i2cat.net/display/TR/Publications


Materials and Activities:

NPO aims to present and demo all pilot “live” on the NPO HbbTV platform in a secure section (protected by a login system). Paper handouts will also be published.

For all Dutch pilot modules 1-2-3:

Stand alone live Pilot part of NPO HBBTV Platform, in secure section (login).

Pilot will be accessible through the TV Ring HbbTV portal we need to set up

For presentations with bad connection, a demo from a PC can be made

On-site at NPO premises, using our internal DVB test infrastructure (KAI) all necessary demonstrations can be made to (mainly) internal stakeholders using unmodified test TV sets.

Pilots will be described on the NPO sites with technical and usability information.

Module 3: HbbTV as central interface for second screen competition within a household

Pilot will be accompanied by a second screen application (online)

A separate dedicated Wifi network for play-along will be part of the demo

6.3.1.2. RBB (Berlin-Brandenburg)

For showcasing its own TV-RING applications at large events with an unknown number of visitors to expect, RBB is planning to use on-site demos if possible. From RBB’s perspective a hands-on approach is seen as the most effective, showing the actual service rather than only illustrating the nature and novelty of a service. TV-RING posters will be used to illustrate background and technical information during a showcase.

At workshops or smaller conferences a demo for very interested persons can be complemented by showing an engaging presentation with illustrations or screenshots to all participants. At large events, like fairs, and smaller ones, like workshops, it is essential to additionally hand out take-away TV-RING leaflets, to provide information that can complement the visitors’ memory as well as give contact information.

All on-site activities are going to get promoted via TV-RING’s online tools, its social media accounts and website.

6.3.1.3. TVC (Catalonia)

To showcase the HbbTV pilot applications, TVC plans to test the developed services internally and with a limited number of users within the i2Cat managed network. The services that make the most sense will be released to the open public, which means that a large potential audience (up to 7M people) will be exposed to the project, bearing in mind the future market penetration of HbbTV-enabled sets.

On-hand demonstrations outside what is made live are to be made at two different locations:

On-site at TVC premises, using our internal DVB test infrastructure any necessary demonstrations can be made to (mainly) internal stakeholders using unmodified test TV sets, to maximise engagement (specially compared to non-interactive video material, for instance)

On-site outside TVC premises, TVC will study the technical feasibility of pre-recording a DVB Transport Stream including the relevant HbbTV app signalling of the TV-RING pilot so unmodified HbbTV-enabled TV sets can display and run the Spanish pilot


applications. If technically possible, the required fake local DVB ‘network’ will be connected to the aforementioned TVs or STBs.


7. Calendar of Connected TV events

The International events that are susceptible of dissemination actions are:

Event

Promoter

(representative

person)

Date Link Potential objectives*

TV connect (formerly known

as IP&TV World Forum)

tbd 18 - 20 March 2014 http://www.tvconnectevent.com/ Project Presentation.

SNUG - SyncNow User Group NPO 17-18 March 2014

(Paris, France)

Meetings with EU broadcasters who are using Civolution watermark technique

SyncNow

FIA Event 2014 i2CAT 18-20 March 2014

(Athens, Greece)

http://ec.europa.eu/digital-agenda/en/future-internet-assembly

Grupo de Radiodifusores para

el Estudio de la Televisión

Conectada en España

TVC 2014, tbc

Interactive TV for broadcasters think tank in Spain

IEEE International Symposium

on Broadband Multimedia

Systems and Broadcasting

25-27 June 2014

(Beijing, China)

http://bts.ieee.org/ieee-international-symposium-on-broadband-multimedia-systems-

and-broadcasting.html

Medientage München IRT Oct 2014/2015

Mobile World Congress RTV 24-27 February 2014

(Barcelona, Spain)

http://www.mobileworldcongress.com/

http://www.tvconnectevent.com/

http://bts.ieee.org/ieee-international-symposium-on-broadband-multimedia-systems-and-broadcasting.html




Web & TV Convergence

The Fourth W3C Web and TV

Workshop

12–13 March 2014,

(Munich, Germany)

http://www.w3.org/2013/10/tv-

workshop/

3rd of February 2014: Deadline for Position

Papers/Statements of Interest

Connected TV World Summit

2014

NPO 11-12 June 2014

(London, UK)

http://www.connectedtvsummit.com/

The organiser invites TV-RING to do a seminar,

contact Joost Negenman NPO

IEEE International Symposium on Broadband Multimedia Systems and Broadcasting

25-27 June 2014 (Beijing, China)


TVX ACM International

Conference on Interactive

Experiences for TV and Online

Video

KU Leuven

(CUO)

25–27 June.2014

(Newcastle, UK)

http://tvx2014.com/ Submit papers

Present demo

Sponsoring booth

IEEE International Conference

on Multimedia and Expo

14-18 July 2014 http://www.icme2014.org/

IBC 2014 NPO Sept 2014.

(Amsterdam, The

Netherlands)

http://www.ibc.org

IBC 2015 NPO Sept 2015.

(Amsterdam, The

Netherlands)

http://www.ibc.org

http://www.w3.org/2013/10/tv-workshop/

http://www.w3.org/2013/10/tv-workshop/

http://www.connectedtvsummit.com/



http://tvx2014.com/

http://www.icme2014.org/

http://www.ibc.org/page.cfm/Action=Visitor/VisitorID=5982

http://www.ibc.org/page.cfm/Action=Visitor/VisitorID=5982


NEM Summit IRT Oct 2014/2015

IFA IRT, RBB Sep 2014/2015

IBC IRT Sep 2014/2015

IEEE International Conference

on Consumer Electronics

2015, tbc http://www.icce.org/

ICT Event 2015 RBB, i2CAT 2015, tbc

Table 4: Screening of potential events where to attend for dissemination purposes (time horizon 2014-2015)

http://www.icce.org/


8. Workshops

During the project several workshops are expected. There will be two types of workshops, the external ones for stakeholders, manufactures etc. and the internal workshops with end users or project partners.

The internal workshops are necessary to gain further information about the project and to share knowledge across the project partners. While the pilot services in the three regions will necessarily differ, all results including early ideas, lessons learned and improved technical components will be exchanged between the partners also through these workshops. Furthermore the internal workshops act as an intrinsic cooperation tool where overlapping goals or basic ideas from the different pilots could be summed up. In T2.3 professional user requirements are gathered, among others, from workshops with stakeholders (see D2.3). Another internal workshop will be executed in T3.2, thereby a small but committed user panel will be established for workshops that support different stages of the development process. Finally in T4.5 there will be an internal workshop with a core test group and a few professionals to aggregate and evaluate the outcome of the three pilots. The aim of this effort is to produce material for an external workshop.

First of all the external workshops are needed to inform stakeholders and stay in contact with them. The directly bidirectional communication is an important part for the project development. Workshops are a good way to gather impressions and ideas also from both involved and uninvolved people. But there are several other advantages like exchanging experiences, sharing know-how with manufactures or application developers or to attract key executives such as sales managers from the media and interactive production fields and suggest they enter the market, just to name a few. For TV-RING it’s particularly important to demonstrate the potential of new transmedia and multistream TV formats to the wide public. Ideally, as much people as possible should learn about the project outcomes, and therefore it is optimal to work with people together on-site.

9. Research Publications

9.1. Objectives

It’s planned to target specialist journals and magazines to publish articles, short reports or statements about TV-RING results and knowledge. Another possibility would be to focus on national and international conferences and workshops, by submitting, along with other project partners, peer-reviewed papers and posters to promote the project's potential and outcomes.

Technical journals, where it’s possible to publish an article:

- FKT

- IRT annual report

- EBU publication Tech-i

- EBU Technical review


9.2. Proposed publication calendar

The initial calendar is has only targeted two events where to present publications, but it is expected that the following months this list will be updated. The current documents foreseen are:

KUL

Short paper at ACM International Conference on interactive experiences for Television and Online Video, June 2014. (www.tvx2014.com)

Workshop paper at 2nd International Workshop on Interactive Content Consumption at TVX 2014

Workshop paper at 1st Workshop on Empathic Television Experiences (EmpaTeX 2014) (at TVX 2014)

i2CAT

ACM International Conference on Multimedia, November 2014.

(http://www.acmmm.org/2014/)

9.3. Actions and Strategy

Partners will define a one-year plan in order to define when and where is expected to submit proposals for papers. This seeks to coordinate efforts and evaluate the forecast of total publications and the evolution towards the final objectives set in the project. Once the individual time schedule of publications will be done, partners will study and evaluate the possibility of publishing joint research papers.

10. Dissemination on the Web

10.1. The TV-RING Website

The TV-RING project Website has been allocated at http://www.tvring.eu/

10.1.1. Objectives

The main objective of the TV-RING website is to provide a public platform where experiences, updates, events, best practices and eventually code and results can be shared.

10.1.2. Actions and Strategy

To this end a website has been constructed, based on the open source (php/mysql) Drupal Content Management System. Contained in a comprehensive site layout, the content has been divided into sections corresponding to the main objectives. The site was launched on November the 12th, 2013.

The site is regularly updated with relevant information to keep the interest of visitors and become a reference site within the sector.

http://www.tvx2014.com/

http://www.acmmm.org/2014/

http://www.tvring.eu/


10.1.3. Usage Analysis

User statistics are tracked using the Google Analytics (GA) framework, allowing for insightful metrics in visitor behaviour.

10.1.3.1. Quantitative Analysis

The following GA-excerpt displays visitor counts from launch (2013-11-12) to the date of writing (2014-01-30).

→ Source: Google Analytics - https://support.google.com/analytics/

Image 5: Daily unique visitor count

Image 6: Monthly unique visitor count

Image 7: Additive visitor consumption


Image 8: Additive visitor consumption by territory

Image 9: Additive unique visitor count by individual website section


Image 10: Additive unique visitor count by referral


10.1.3.2. Qualitative Analysis

Based on this short time we can only do small number statistics, therefore we will forgo conclusions at this point. We shall focus on the following key indicators:

1. Bounce rate: percentage of single-page visits, i.e. the number of visitors visiting

only one page before leaving, divided by the total number of visits). 2. Content: visits by content page, indicating content of higher and lower

interest. 3. Traffic sources: Every referral to a website has an origin, or source. E.g.

geographical, referring site, newsletter etc. 4. Exit percentage: new visitors versus returning visitors.

Please see https://support.google.com/analytics/ for a more thorough discussion on Google Analytics.

10.1.3.3. Contact Form

The Contact form (http://www.tvring.eu/contact) can be considered another way to get direct input from site visitors. Their opinion, doubts or requests can contribute to build a sub-section within the qualitative analysis.

Image 11: Screenshot of the contact form

https://support.google.com/analytics/

http://www.tvring.eu/contact


10.2. Partners’ website

List of each partner website where to find the link to the project TV-RING.

I2CAT: http://www.i2cat.net/en/projecte/TV-RING-1

RBB: www.rbb-online.de/innovationsprojekte

NPO: http://help.npo.nl/faqs/wat-is-hbbtv

KU Leuven/iMinds: http://www.socialspacescuo.be/projects/current-projects/TV-RING

11. Dissemination in social media networks

11.1. Objectives

The main objectives of dissemination via social networks are:

1. to update the public (both B2B and B2C) on news, updates and events 2. to provide a “call to action”, typically via polls, discussion or direct deep links

to the TV-RING website http://www.tvring.eu

11.2. Chosen Social Networks

11.2.1. Twitter

The main project news are disseminated via Twitter by the consortium members, as well as via the TV-RING Twitter account.

11.2.2. LinkedIn

The most important project activities are disseminated via LinkedIn by the consortium members, as well as via:

the TV-RING Group (https://www.linkedin.com/groups/TV-RING-7413969)

the TV-RING Company Page (https://www.linkedin.com/company/3487640)


To this end the aforementioned accounts, groups and pages have been created, thus completing the digital identity of TV-RING via website and social media.

12. Dissemination in professional events

12.1. Objectives

This section will provide further detail on how to address the on-site actions, most of them carried out during professional events, such as trade fairs, conferences, etc.

The main representatives will be those entities with big presence in those kinds of events. According to that, they will lead most of the actions supported by the entire consortium. A brief overview of their objectives is given below.

http://www.i2cat.net/en/projecte/tv-ring-1

http://www.rbb-online.de/innovationsprojekte

http://help.npo.nl/faqs/wat-is-hbbtv

http://www.socialspacescuo.be/projects/current-projects/tv-ring

https://www.linkedin.com/groups/TV-Ring-7413969


NPO

The main objective from NPO’s point of view as a public broadcaster is to create awareness of the existence of both the TV-RING project and NPO pilot’s in the area of HbbTV. NPO want to promote HbbTV in general as well specific applications and uses. We want to share and spread the knowledge base with end-users, suppliers, app developers, program makers and the involved industry.

RBB

The main objective from RBB’s point of view as a public broadcaster is to create awareness of the existence of both, the TV-RING project and RBB’s pilot, of their general set ups, their aims and objectives to a wide general public as well as to the scientific and R&D communities and to the broadcasting and CE vendor communities. These elements must be considered in connection to the progress of the HbbTV standard, its potential and implications for existing and future HbbTV services and the demand of the end users.

TVC

The main objective from the point of view of TVC also as a public broadcaster is to maximise the value of the pilot services themselves so they are made public. Local experience of past events such as the rollout of High Definition show that local retail sellers that can demonstrate local services such as TVC content sell more new TV sets than by just using canned product demos. Specifically, TVC was the first broadcaster to provide HD broadcasts, which allowed retailers to showcase HD-ready TV sets using real content, easily recognisable by viewers. Local and Spanish events have been considered as corporate dissemination events as well. However, TVC would like to contribute to non-broadcaster partners in any way possible so dissemination to scientific circles and events is also made with the assistance of TVC.

RTV

The main objectives from RTV’s point of view are to identify opportunities for Digital Terrestrial Television (DTT)4 and Hybrid DTT to growth, to participate in the development of international expansion strategy and to develop and continually expand its "network" of relationships.


12.2.1. Proposed event calendar

The consortium has defined some lists in the confluence where these events can be tracked and associated actions coordinated.


http://confluence.i2cat.net/display/TR/Dissemination+meetings


4 Digital Terrestrial Television is also known as DTT.


http://confluence.i2cat.net/display/TR/Dissemination+meetings



More detailed explanations on what professional events is being planned to attend is given below.

i2CAT is planning to attend and represent TV-RING to the following events:

1. Future Internet Assembly March 2014, Athens 2. ICT Event 2014 (to be confirmed)

RBB is planning to attend IFA in September 2014 in Berlin and to disseminate TV-RING there. We foresee to give an overview about the planned TV-RING pilot service, hopefully by running a demo, or at least having click-dummies for the visitors to play around. This would be complemented by the provision of TV-RING leaflets and initiating social media activities. The latter is aiming at promoting RBB’s attendance and the planned presentation, and to attract potential end users, program makers and CE manufacturers, as well as members of the R&D community. If there will be the opportunity to attend also IBC 2014 in Amsterdam either as TV-RING consortium or any other way of presence RBB will take it and participate there as well. The dissemination actions would then be the same as for IFA 2014, but with a focus on professional and business visitors.

In summary, the main events for 2014-2015 are:

RBB’s initial proposed events are:

1. IFA exhibition September 2014, Berlin 2. IFA exhibition September 2015, Berlin 3. IBC September 2015, Amsterdam (to be decided - together with partners or the whole

consortium)

IRT is represented at several trade fairs and events every year, presenting various projects and their outcomes. In 2014, for the TV-RING project is mainly promotional work, at several events planned. Later when the project gained notable results the IRT will present TV-RING at the following events:

1. IBC exhibition September 2015 (Future Zone or EBU), Amsterdam 2. IFA exhibition September 2015 (maybe together with RBB), Berlin 3. Medientage München Oktober 2015 (IRT), Munich 4. 2015 NEM Summit

The NPO aims to live demo the Dutch Pilot modules on several occasions:

1. IBC September 2015, Amsterdam 2. Connected TV Summit 2014 – 2015 3. EBU TVP / BNN meetings. (Geneva with most European Public Broadcasters)

People’s Playground will meet NPO at W3C web & TV convergence workshop (March 2014).

TVC plans to attend local events and any other international conferences or meetings that are found relevant. Meanwhile the following event is planned and TV-RING will be discussed with EU companies and SMEs at the Brokerage Event 2014 which is an event within the Congress

1. Mobile World Congress 2014 http://www.mobileworldcongress.com/



http://www.b2match.eu/mwcbrokerage2014

RTV is considering attendance to the following events in 2014, but there are other events (conferences, meetings, etc.) that are not scheduled yet or where we are invited to participate during the year that RTV will consider to attend.

The list of currently planned events is:

1. Broadcast IT Madrid http://www.ifema.es/broadcast_01/

2. Mobile World Congress 2014 http://www.mobileworldcongress.com/

Other events that could be attended but are not in the schedule at the moment of writing are:

1. BNE - Broadcast Network Europe (http://www.broadcast-networks.eu/) 2. Smart City Expo BCN (http://www.smartcityexpo.com/) 3. Jornadas IESE Madrid 4. Red.es (www.red.es)

KUL plan to attend and present TV-RING (as part of a broader presentation) during 2014:

1. Guest Lecture "Social Interaction Design for Online Video and Television" at University of Hasselt, Belgium (Thursday 6 March 2014)

2. Course on "Interaction Design for Online Video and Television" at CHI2014, Toronto (Wednesday 30 April 2014)

3. Tutorial on "Social Interaction Design for Online Video and Television" at TVX2014, Newcastle (Wednesday 25 June 2014)

http://www.b2match.eu/mwcbrokerage2014

http://www.red.es/


CALENDAR

1 2 3 4 5 6 7 8 9 10 11 12

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

YEAR 1

Mobile World Congress (Barcelona)

FIA Event (Athens)

Connected TV Summit (London)

W3C web & TV convergence

Broadcast IT (Madrid )

CHI2014(Toronto) TVX2014 (Newcastle)

13 14 15 16 17 18 19 20 21 22 23 24

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

YEAR 2

IFA Exhibition (Berlin) Mobile World Congress (Barcelona)

25 26 27 28 29 30

Sep Oct Nov Dec Jan Feb

YEAR 3

IFA Exhibition (Berlin) // IBC (Amsterdam)

Medientage (Munich)


13. Open Connected TV Stakeholders Forum

13.1. Objectives

The forum should offer an online and offline exchange for media professionals in Europe. Main topic covers everything around connected TV with a special interest for second-screen interactions.

The Open Connected TV Stakeholder Forum will be a subpage of the official TV-RING website (eg. www.tvring.eu/forum). It will consist of four different communication parts to cover all opinions of distributing, getting, discussing and sharing information.

Image 12: TV-RING Open Connected TV Forum scheme

The TV-RING subpage will be the start point for the interested public. All essential information is linked together on this page. First of all the TV-RING website itself, which offers project progress, project oriented news and results as well as competent contact persons for special request. To get in further touch with people it’s recommended to join the projects LinkedIn Discussion Group. Everybody is welcome to talk shop together, discuss new points of few or just ask questions to get more into the subject. Project partners and experts all over the world will answer each request as well as possible.

On the page a link section will be created, where it can be found technical information and standards about:

• HbbTV (HbbTV-IRT-Wiki) • MPEG-DASH (MPEG-DASH – test platform) • HTML5

To be always up to date a news section (regarding the topics above) fed by RSS will be implemented. For a deeper interest there should be the possibility to share code examples (e.g. MPEG-DASH manifest) or even frameworks etc. Therefore it’s necessary to register at the Open Connected TV Stakeholder Forum.

The second part of the forum will be the opportunity of an offline exchange. Primarily TV-RING will be represented at a couple of trade fairs, there it’s possible to talk face to face to (at least

http://www.tvring.eu/forum


parts of) the technical staff and have an impression about the state of affairs. An announcement of the next presentation and extra information about the booth etc. will be offered on the forum page. It’s always welcome after consultation with a member of the consortium to arrange an official meeting at the booth. Additionally stakeholder workshops will be organized. These workshops might have different structures, for example:

• TV-RING event with a limited group of participants to present the project and have first discussions with stakeholders.

• TV-RING colloquium at the IRT with a subsequently discussion panel. • TV-RING event with prepared presentations from the consortium and show cases

finished by a discussion panel.

Finally, especially for manufacturers and application developers it is always possible to take part at the HbbTV Interoperability workshops which is held quarterly at the IRT. Participants have a good chance to test their products, prototypes and applications with each other. A wide range of HbbTV experts is present, so the chance to have good, technical based and intense conversations is huge. The dates for this event will be also sequentially updated at the forum page. People with interest on TV-RING might also have interest on this event and others. It’s the Open Connected TV Stakeholder Forums duty to link all this together.

13.2. Targeted audience

The Open Connected TV Stakeholder Forum will be created to obtain input from stakeholders and communicate results from the project to all European companies that are interested. It is necessary to involve external parties to maximize the relevance of the work and to substantially increase the impact. Input like requirements from the market and feedback from end users are important in all phases of the project and for all work packages. Because the connected TV and Second Screen market is developing fast the TV-RING project must incorporate processes to adapt any significant changes. Direct exchange with stakeholders on the market is an invaluable tool to achieve this. In conclusion the audience the forum would like to reach is:

• Technology interested HbbTV end users • Device manufactures • Application developer • R&D entities • Broadcasters • Policy/regulation bodies • Standardization consortia


13.3.1. Workshops

At least three external workshops will be organized through the project duration. The ¡Error! o se encuentra el origen de la referencia. shows the minimum number of participants per year indicated by the KPIs.

Table 5: Expected participants per workshop

Year 2014 2015 2016

Participants 10 15 25


The first workshop is expected in late summer 2014 at the IRT. It is planned to have a more intimate one day workshop with a carefully selected group of stakeholders. The amount of people should not exceed 20 persons. The target audience are the stakeholders already identified or every technical interested persons proposed by the committee.

The goal is to present TV-RING and to get in touch with our (possible) stakeholders. Work is even easier and results are better, when people know each other face to face. The first interesting conversations with stakeholders will be able in a small discussion round. This allows all attendees to take actively part and all topics can be discussed in more detail. So it is more likely that both sides will gain new perspectives and ideas.

The agenda might look like this:

1. Presenting TV-RING (goals, pilots, used technologies, etc.) 2. Presenting every project partner 3. Discussion panel

For the discussion panel it is necessary to prepare topics and questions! Every project partner has to contribute and provide relevant details. Next, it is required to identify:

- The stakeholders, persons, etc. to be invited - Determine a date - To prepare presentations - Determine topics and questions - Establish an appropriate showcase


14. Conclusions and next steps

This dissemination plan presents the dissemination strategy of TV-RING at the beginning of the project and needs to be adapted, according to the project progress but also to the objectives of each period. The Consortium will be engaged to promote and dissemination the project objectives and its outcomes. The sequence of actions to be followed is:

14.1. Short term actions

1. Include the project Link to each partner website 2. Improve project website

a. Partner descriptions b. General content refinement c. Documentation (including leaflets, poster, public deliverables, etc.)

3. Identify midterm events to attend and actions to perform 4. Build up the Open Connected TV Forum and start its dissemination 5. Feed the website and the social media with contents on a regular basis 6. Distribute a final version of the support graphic material

14.2. Medium term actions

1. Platform actions to increase the number of new visitors to the Website 2. Take part and organize workshops and other events 3. Stimulate discussions in the Open Connected TV Forum 4. Plan the following actions and events where the project will participate 5. Schedule meetings with stakeholders informing on the project 6. Study corrective actions, if necessary, to improve the strategy and its results

14.3. Long term actions

1. Encourage peer-reviewed paper submissions about the project 2. Prepare and schedule demos of the services delivered by the project 3. Present results of the project and its pilots 4. Align exploitation and dissemination actions across partners

It is expected that TV-RING can reach a huge audience and involve part of the interested stakeholders in the project, thanks to the promotion of the planned activities and the results obtained. The active involvement of all partners will be of course crucial.


15. References

[1] Google, “Google analytics,” 2013. [Online]. Available: http://www.google.com/analytics/.

[2] ISO, “ISO,” [Online]. Available: http://www.iso.org/iso/home/about.htm.


16. Annex I – Leaflet

Image 13: Draft of leaflet v2


17. Annex II – Presentation template

Image 14: Template for presentations v1


18. Annex III – Poster 1

Image 15 Initial version used for the FIA Event


19. Annex IV – Poster 2

Image 16: Draft of the decorative poster

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Deliverable - CORDIS · 2017-04-24 · Joost Negenman NPO [email protected] Sven Glasser RBB...

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