|
The concept of dynamic out-of-home AV communication is becoming increasingly popular. The replacement of paper-based advertising and promotions by digital media allows for real-time updating and animation, with a gain in reactivity and attractiveness and the ability to disseminate several messages one after the other at the same place. The concept is known today as “Digital Signage” or “Out of Home Digital Media”. The functions of creation, management and distribution of content, borrowed from the Internet and/or television (the broadcast field) now allow for the creation of veritable private TV channels. But of course it’s not as easy as it sounds, because when we talk about TV we also have to consider the creation of a real programme schedule, the creation of a “style”, and the production of rich content that is refreshed regularly.
Any company launching a custom TV channel, depending on the audience, first must decide whether the role of the channel is simply to increase sales or if the ambition is to open the channel to third party advertisers. Either way, it is essential to call upon the services of a true professional mastering not only digital technologies, but also of the art and craft of broadcasting. Finding this kind of support can be like looking for a needle in a haystack.
Nevertheless such a combination of expertise is finally appearing on the scene. The atypical professional backgrounds of the management of Idylle Production (see interview pages 5 & 7) gives this company a unique particularity... that of attaching a great deal of importance to the dynamics of aural comprehension in combination with visual stimulation. Add to this the fact that this young enterprise develops “turnkey” personalised solutions, giving a veritable autonomy to the users, and your custom TV project becomes much more appealing.
|
