|The iMEDIA project will establish a business and technology framework that will support Suppliers, Advertisers and Consumers in the TV Advertising process. The proposed system will broadcast advertisements comprising video commercials and interactive content (optionally leading to external product catalogues), monitor (upon consumer permission) the interactivity of viewers in order to measure the efficiency of the advertisements and products and finally offer personalized information through a TV set-top x in the consumer household. The applicability and acceptability will be demonstrated and assessed through trials with the involvement of real actors (RAI & ERT).
iMEDIA will provide an intelligent mediation platform for enhancing consumer and supplier relationships, by establishing the necessary methodologies, practices and technologies for:
- The broadcasting of personalized interactive advertising to targeted consumer clusters, providing gateways for access to product catalogues in other digital environments·
- The analysis of interactive consumer behaviour for the evaluation of advertising and product efficiency
- The empowering of TV audience as interactive viewers and active consumers with total control on their private personal information.
iMEDIA major scientific objective is the R&D contribution in the fields of:
- Interactive and Point casting Marketing & Advertising: enhance Marketing practices in order to incorporate the feature of interactivity in traditional processes and develop quantitative measurement techniques for interactive advertising.
- Consumer Behaviour Modelling: develop models for consumer profiling (consumer on-line identity) and incorporate Consumer Right Protection principals in accordance with EU data protection legislation.
- Convergence of Digital TV infrastructures with Internet applications and Mobile agents in mediation / brokerage environments.
The rationale of the proposed work structure follows to a certain extent the incremental development process engineering methodology. This assumes that the problem definition is not covered to its full extend in the beginning of the project and that the understanding of the problem grows as prototype(s) build within the development process, generate and extract feedback from the users of the system. The end-user involvement in the early stages of the development reduces overall project risk by giving the user a chance to evaluate the new system and impacting the development process as it unfolds by providing valuable input for the development of the final system. To this end our methodology, involves the requirements elicitation and gathering both from the end-users, domain experts, and surveys on particular aspects of the advertise domain. Then, follows the specification of an overall system architecture (although formally not a natural outcome of the incremental development process methodology) and the initial design of its relevant components. The end of the initial designs will be accompanied with the delivery of a mock up demo, that will presented to the users in order to validate the specification choices, and demonstrate the user functions. The user assessment about this demo will provide early feedback for the implementation and design process of the iMEDIA prototypes. The whole process will lead, to the implementation of an initial prototype and its evaluation through the end-user involvement. This is important since the end-users will have the opportunity to put their figures on a prototype that is very close to the real system and provide on the spot valuable feedback on all aspects of the proposed system. Finally a new iteration of re-design and implementation activities will take place taking into account the evaluation results of the initial prototype and the same time the demands of the market stemming from the marketing activities scheduled in the project, leading to the final implementation of he iMEDIA system and the definition of the plan for its commercialisation. First steps for the deployment of the results, such as demonstrations and information dissemination are already planned to take place during the project lifetime, but the consortium is conscious that the exploitation of a research project must cope with a number of constraints such as finance, legislation, marketing and distribution to be able to become a successful commercial product.