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RADIO TELEFÍS ÉIREANN Operational Review RTÉ Publishing (continued) The RTÉ Guide created a Zoo Island interactive CD Rom targeted at parents with children aged 6 -10 yrs and the campaign generated 2,000 additional sales for the issue with which it was released. Cross-IBD initiatives, such as the Easy Irish CD and the sponsorship of the Tubridy Book Club, have also reinforced the brand message. Usage levels have increased to 51% from 46% among all adults 15+ (source: RTÉ Brand Health Tracking – Amárach, 2007 - 2008.) Cross platform initiatives have facilitated reader’s ease of access to RTÉ Guide content online and on mobile. RTÉ Guide online www.rteguide.ie generated over 450,000 page impressions and has 115,000 unique users. Active purchase of printed copies remains pivotal and we continue to partner with our retailers through introducing new display solutions and by increasing our service call rate to key retailers by 50%. A concerted direct sales strategy to increase the number of subscribers to the magazine resulted in increased subscription sales of 80%. As the print advertising market contracted 2008 was a very challenging year for advertising within the RTÉ Guide. 22 Source: TGI. The definition of readership is based on read or looked at. RTÉ Aertel 2008 saw the continuation of RTÉ Aertel’s multi-platform strategy with the availability of the service on three platforms: analogue, web and mobile. The objective of this strategy was to consolidate RTÉ Aertel as Ireland’s leading information service and expand commercial opportunities. RTÉ Aertel has over 1.8 million regular analogue teletext users* and an average of 600,000 Online users generating 5.2 million monthly page impressions. The RTÉ Aertel mobile site generated an average of 446,065 page impressions per month.** RTÉ Publishing developed a digital text service for deployment on digital television platforms. The digital text service has enhanced graphics, picture-in-picture, and a user-friendly interface to allow viewers to scroll through pages easily. A trial version of the digital text service was deployed during the Department of Communications, Energy and Natural Resources DTT pilot; a panel of users had access to the service and provided positive feedback on the design and navigation. Source: AGB Nielsen Media Research Establishment Surveys * Behaviour and Attitudes 2008 ** Internal RTÉ Statistics The multi-platform availability of RTÉ Aertel expanded commercial opportunities and was successful in bringing services and advertising for Aertel across online, teletext and mobile. New services brought to RTÉ Aertel include Jobs and Property Listings. Ireland’s premier online news service experienced significant growth in usage in 2008. The site saw an increase in pages viewed from 9 million in 2007 to over 11 million in 2008. The number of unique users increased from 680,000 to 852,000. The Tubridy Tonight website proved to be consistently popular with users.
ANNUAL REPORT & GROUP FINANCIAL STATEMENTS 2008 The Olympics site on RTÉ.ie offered multiple live video and audio streams of the Games, allowing users a choice of events to watch. The Olympics site generated almost 7 million page impressions as Irish users around the world followed the progress of the Irish team in Beijing. A technical trial commenced for RTÉ player, a Web TV catch up service, in December 2008 and was launched in April 2009. Content Mobile network content was consolidated and RTÉ provided highlights for the GAA Championship for Vodafone customers with 3G mobile phones. At the year-end RTÉ.ie offered over 100 RTÉ Radio programmes for download as podcasts covering News, Sport, Entertainment, Education, Historical and Documentary/Features. These programmes generated an average of 700,000 audio downloads per month. Video downloads were trialled with Fair City podcasts containing highlights and previews of upcoming episodes. RTÉ Publishing also provided SMS alerts across Breaking News and Business stories, Entertainment News, racing tips and event led news (e.g. 6 Nations alerts); the number of subscribers to these services increased by over 70% during the year. Programme Interaction and Competitions The Programme Interaction Competitions team developed and managed SMS and Interactive Voice Response (IVR) services for more than 120 programmes across RTÉ Television, RTÉ Radio and RTÉ Publishing platforms. Just under 10 million SMS and IVR messages were generated by the Programme Interaction and Competitions team and their services in 2008, with over 2,000 individual interactive event set-ups required to achieve this record-level of audience interaction. An audit on the management of SMS/IVR services took place during the year to ensure that proper corporate governance was maintained in the provision of premium rate competitions and voting across the organisation. Cross Platform Development RTÉ Publishing contributed to the development of Cross Media initiatives within RTÉ as well as extending its clients’ reach across RTÉ.ie, RTÉ Aertel and the RTÉ Guide. RTÉ Publishing developed an integrated media player in the form of a Web TV catch-up service, so as to increase the opportunities for RTÉ audiences to view RTÉ Television programmes beyond the broadcast date. A closed technical trial commenced in December 2008. The media player makes up to 70 hours of Television programmes available each week for a catch-up period of up to 21 days. 23
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