Alongside the nightly primetime shows, 'digital' offers viewers 24-hour access. Cross-platform access, pioneered by Big Brother, is now fundamental to many genres of programming.
BT will be hoping that the content-streaming context footage will illustrate the benefit of broadband access.
Early indications should reassure BT as initial viewing figures have been good. No online data is available yet, but C4 anticipates 33 million impressions and 2.5 million unique users across the ten days. Speed and content richness is key to site enjoyment. The streaming content charge should concern BT as it will limit the number who experience the pain of dial-up access the most dramatic opportunity for a 'better with broadband' message.
The voting statistics will be interesting. The recent Big Brother series saw 22 million votes split 53% phone, 24% SMS and 23% DiTV. This time people can also vote online, with a flat cost across platforms. With convenience the discriminating factor, I think SMS and especially DiTV will increase their share of votes.
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