The Challenge
In Spring 2006, Internet Protocol Television (IPTV) was slowly growing as a video communications platform. Mainstream media attention had focused on entertainment programming such as the amateur videos of YouTube.com and popular television shows such as “Lost” and “The Office” that were available for download to iPods. Large portions of the possible IPTV audience still relied on traditional broadcast and cable services - “streaming video” - to receive their video services which were choppy at best and not embraced for watching full length feature programs.

IDI’s challenge was to create new buzz about the possibilities of IPTV, execute a public affairs effort which would generate favorable interest in the alternative video platform, and accomplish the following objectives:

• Increase awareness of IPTV services, particularly the opportunities available to non-traditional content providers, such as non-profit organizations and government agencies, to create their own programming.
• Profile two leading IPTV providers, COMTek and ITVN.
• Present IPTV as a viable video platform that is gaining popularity among viewers.

IDI’s Solution
IDI, working with its affiliated think tank, the New Millennium Research Council (NMRC), produced a 17 page report on IPTV services and technologies, the innovations made possible by online video, and the challenges that still must be overcome.  The report was based on in-depth research of secondary source material using public and proprietary tools. Through its research, the NMRC identified nationally recognized IPTV scholars and experts and recruited Professor Michael Zink from the University of Massachusetts at Amherst and Milton Ellis, Vice President at Harris Interactive to review the report and speak at the launch event. To release and publicize the IPTV report, the NMRC conducted a telenews event, bringing together speakers and reporters from across the country on a moderated conference call. Twenty news outlets responded to this cost-effective and efficient IPTV event. The June 2006 IPTV telenews event featured the NMRC’s introductory remarks about the report, commentary from Zink and Ellis on the state of the industry and on the NMRC’s findings, and real-world perspectives from Dr. Joseph Fergus, CEO and Founder of COMTek.

The Results
The NMRC report and telenews event was covered by over 50 national publications, including major news dailies such as the Miami Herald, Houston Chronicle, Charlotte Observer, and San Jose Mercury News.  IDI’s research and promotional work effectively brought new attention to IPTV and increased awareness of the diverse range of video opportunities available online to viewers and content providers.

Services Provided

• Media Relations
• Issue Management