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In the TVLS 2016 Hot Seat: Graeme Hutcheson, Head of Sky AdSmart, Sky UK



Graeme Hutcheson – is Head of Sky AdSmart, Sky’s revolutionary new platform that serves different ads to different Sky households watching the same programme based on a variety of targeting attributes. From May to August last year, Sky claims that channel switching during ‘AdSmart’ ads was 33% lower than the norm, and those figures are likely to only have progressed further since.

He is presenting the Case Study: How to Use Big Data at TVLS 2016

What are you most looking forward to about TVLS 2016? 

Other than Aside from Dubrovnik, a place I’ve always wanted to visit, I’m looking forward to hearing about where other operators and broadcasters are in their “data journey”.

It is widely thought that television has lagged behind in the implementation of big data. Do you think it has finally caught up with other industries or is there work still to do?

We are in a very exciting phase, with data being used in numerous ways across the TV ecosystem. As with other industries, I suspect we’re only at the very beginning of a long data adventure which has been enabled by the rapid technological progress of recent years

What is the most important data to mine in relation to TV services?  

It depends on what question you are trying to answer, but for commercial TV the ability to treat viewers as bespoke audiences rather than a few broad demographics is of paramount importance

Data cannot work in a vacuum. What technology needs to work in concert with data analytics to really take things to the next level?  

A flexible data management platform is key.

Several industry commentators have suggested we will soon see the rise of the canny consumer: ones who know exactly how valuable their information is and demand a price for sharing it. Do you genuinely see this happening and, if so, when?  

Many consumers are aware that information about them has intrinsic value. Ultimately though, consumers will remain happy as long as they benefit from the use of data.

An associated issue is privacy. What safeguards does the consumer have that all this knowledge about them will be used in a benign manner? 

Data regulation is always a hot topic and particularly now with the GDPR.  It is crucial that we fully understand and abide by the laws that data regulators put in place to protect consumers.

What are the limitations? Is big data a cure for all industry ills? 

You can have all the data in the world but if you don’t have the technology and intelligence to use it well, a good relationship with your customer and strong content, it’s not worth having.

Topics: Big Data, Events, Industry, sky, Sky AdSmart, TVLS, TVLS 2016

Andy Stout

Andy Stout is a broadcast and technology journalist, who, over the course of a quarter of a century, has written for most of the major publications in the industry. He is fascinated by technology and its evolving impact on society, and enjoys bringing an eclectic viewpoint to the Viaccess-Orca blog. Something of a late bloomer, he was awarded a First Class BSc from the Open University in his early 40s. He lives and dreams of faster broadband in the middle of the English countryside.

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