BBC viewers to get personalised TV trailers based on their age, location and income
BBC viewers are to be shown specific trailers to upcoming shows as the corporation is set to introduce new targeting technology.
The corporation’s viewers could be shown different trailers depending on a wide range of factors, including age, location and previous viewing habits, thanks to a partnership with Sky.
As such a family with young children might be shown a promo for a CBeebies show, while others who are known to have enjoyed shows such as His Dark Materials might be shown a preview of new drama series The War of the Worlds.
The Sky technology allows advertisers to target commercials to specific households, using around 900 attributes, The Times reports.
These factors include things such as postcode, income, pet ownership and even if the property has a south-facing garden.
As the BBC is publicly funded through the licence-fee it does not carry adverts but will use the same technology to personalise trailers it runs between shows.
BBC-SKY DEAL
The targeted trailers though will only been seen by viewers watching a BBC channel through Sky+ or Sky Q boxes, equivalent to about 13million households.
Channel 4 struck a deal with Sky for the technology in September.
As part of the BBC-Sky collaboration, Sky users will now be able to access the iPlayer app directly through a specific button on the main menu page.
Bob Shennan, the BBC’s group managing director, said: “We’re thrilled that viewers who watch our programmes on Sky will now be able to enjoy the full BBC iPlayer experience, and to access our full red-button service.
“This agreement shows how the BBC and Sky can work together to give audiences the very best experience and support a strong UK media industry, and we look forward to continuing this relationship.”
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Stephen van Rooyen, Sky’s chief executive for the UK and Ireland, said: “We are pleased to be working with the BBC on such a broad-ranging partnership — it is a great example of how UK broadcasters can work together for the benefit of viewers and the industry.
“We are continuing to explore, together with the BBC, how it could use Sky’s innovative technology to help it better connect with licence-fee payers for the long term.”
The BBC stressed that its agreement to try Sky’s targeting technology was at an early stage, and may not be continued permanently.