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WAN-IFRA XMA Cross Media Awards 2011 |
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Company: Verdens Gang AS |
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Project name: VGs TV-Guide for iPhone, iPad and iPod Touch |
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General information about the publication |
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Verdens Gang AS media house publishes Norway's largest newspaper, VG, Norway's largest website, www.vg.no and Norway's largest mobile website, www.touch.vg.no.
VG aims to be the leading contributor of news, to entertain and to be useful. VG’s core values are to be courageous, open and people-minded. With these values VG sets the agenda for both the public and the official news in Norway. With skilful journalists, sharp headlines and good use of pictures, VG gets through to the people. Since its foundation in 1945, VG has grown to be the most read newspaper in Norway on all platforms; paper, web, cell phone and iPad. Today VG's channels reach more than 50 per cent of Norway's population over the age of 12 daily. VG plans to continue to grow its digital services and to stop the decline of the print edition of the newspaper. |
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Entry description |
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Plan and organize your TV watching independent of time and place!
With VGs TV-Guide, you have constant access to the program overview for all Norwegian TV-channels. The app links to expert reviews, reader reviews and VGs extensive movie database with picture slideshows and trailers for programs. You can plan your TV viewing whenever and wherever you want.
Main features in the application:
Everything in one place
VGs TV Guide provides the user with the tv program for 120 tv channels. New channels are constantly added to the list but the current list contains the most popular channels in Norway. You have a full weeks tv listing for all channels, where all the programs are arranged in a timeline.
Easy and fast navigation
The timeline makes it easy to navigate between different channels and programs for different timeframes throughout the day. The ”On television now” feature gives you fast access to what’s on now. Programs are also arranged in different categories making it easy for you to find channels/programs that interest you. You can also search for TV programs or films from our film database based on specific interests.
Your own favourites:
With VGs TV Guide you can easily organise your channels and change the order of channels to match your tvs channel order.
It is also possible for you to set your favourite programs so you can plan your TV viewing ahead of time. You can also see the programs that others have set as their favourites, so you get an indication of what you should be watching during the evening and get inspiration from others.
A Facebook, Twitter and email integration makes it easy for you to share your interests with friends.
Push-notifications:
There is an option for you to subscribe to push notifications of your favourite TV programs so that you get notified as to when they are about to be shown on tv.
Additional and rich-information:
All the movies are linked up to VGs film database where you can access VGs expert reviews, reader reviews, photos, trailers, movie posters and information about the actors. We also provide program/film information from Wikipedia and IMDb for TV series and movies. |
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The basic idea of your application project |
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What is the basic idea of your application?
To develop an App for the iPhone, iPod touch and iPad with the purpose of making it easier for the user to plan and organize their TV watching independent of time and place. And through this strengthen VG's position as a media house and generate growth and revenue through user payment.
What was the purpose of implementing this?
It is important for VG to grow its range of digital services and to make content available and popular on new platforms such as mobiles and tablets. VGs TV Guide is a popular service on both vg.no and in VGs print edition. It was natural to develop an App version of the content giving the user a better experience and more accessible means of accessing TV program content. In addition it was an important step in finding new business models for the media house - targeting user payment.
Which audience segments did/do you want to target?
VGs TV Guide targets an audience segment that is interested in watching TV programs and movies. The main group are people between 20 and 45 that have an iPhone, iPod and iPad.
The iPhone and Ipad versions are target slightly different user situations. The iPad is mostly used in the evening targeting people watching TV, helping them decide what to watch and get additional information on what they are watching – like a second TV experience. The iPhone is with you everywhere and is more a reminder of what to watch and quick access to today’s TV program – a quick update on what is happening.
Do you intend to attract new customer segments or is it more a tool to retain existing customers?
We primarily intended to retain existing consumers that were using the TV Guide on vg.no and in the printed edition of VG. But secondly we wanted to attract new consumers, especially in a younger segment – which is a target group that VG wants to provide more services to. |
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Used media channels |
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iPhone, iPad |
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The implementation |
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Since when do you implement your application?
VGs TV Guide for iPhone was launced in July 2009, and VGs TV Guide for iPad was launced in September 2010. Both applications are constantly updated with new features.
Which department(s) is the driver of setting it up?
VGs TV Guide Apps have been developed by VG Mobile, which is a company owned by VG. The development was a collaboration with Okado AS.
How do you use and connect the different media channels?
The TV Guide exists as a product on vg.no and in the print edition of VG – but as a very simple version, focusing on much fewer channels, less content and only today’s program listing. We launched the App first on the iPhone and continued to develop the service based on user feedback. The iPad version was released shortly after the iPad was available to buy in Norway. The newspaper, vg.no and our mobile site were mostly used to promote the App.
Is it consistent across all channels?
Why?
The TV Guide is available on all channels, but the Apps have much more content, features and deliver a better user experience. A service that users are willing to pay for. |
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Image(s) |
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Links |
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http://www.vg.no/iphone/apps/tvguide/
http://itunes.apple.com/no/app/vg-tv-guide/id32400 ...
http://itunes.apple.com/no/app/vg-tvguide-hd/id389 ...
http://www.okado.no/portfolio/mobile/vgtvguide/ind ...
http://www.okado.no/portfolio/mobile/vgtvIpad/inde ...
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Results of the application implementation |
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How successful is your application? Please describe
The TV Guide is a paid-for app both on iPhone and iPad. Users can also purchase functionality through in-app purchase (push-notifications).
The TV Guide for iPhone which costs 21 NOK, has been downloaded in total 54 042 times and generated 8412 subscriptions which costs 11 NOK. The iPad app which costs 29 NOK has been downloaded 11 923 times.
The total income for both apps is 1 573 181 NOK.
Both Apps were number one on Apples App Store top list for a long period – increasing the popularity of the Apps and strengthen VGs brand appearance on new platforms. The app has been Norway’s best selling iPhone App.
This has been an important step in packaging existing content in a new interactive format and delivering it to our users as a paid service. The service has proven popular with our users and is something they are willing to pay for. |
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