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TV Viewers Use E-Mail to Make Viewing Preferences Known to TV Stations

ENEWSNOTIFIER Enhances Relationship between Viewers and Broadcasters

ROI Interactive (http://www.roiinteractive.com), a Dallas-based, Internet communications company, has introduced a software service that will enhance the relationship between television viewers and broadcast stations, giving each group a means of providing feedback to the other.  ROI’s signature product, a “permission-based” communications tool known as ENEWSNOTIFIER (ENN), utilizes personalized and customized e-mail messages together with the station’s Web site to interact with TV viewers.

In just seven months, ENN (http://www.enewsnotifier.com) has become the number one Internet communications service in the broadcast television industry.  The service is used by over 50 clients, including stations in all of the top 10 markets and 17 of the top 20.  While ROI Interactive has initially marketed ENN to the broadcast industry, further expansion in other vertical markets, such as professional sports, magazines and newspapers, has already begun.

“There has been great interest in ENN because it enhances the ongoing relationship between the station and the viewers.  We are thrilled with the response we have received so far from the broadcast industry,” said John Palms, president and COO of ROI interactive.  “The service that ENN offers can be beneficial for any industry searching for a way to build a direct communication line between a consumer and a company.”

The targeted and personalized communication created by ENN can also provide revenue generating opportunities.  Television stations can sell advertising links to accompany e-mail messages to selected audiences such as persons interested in health care or education.  The service can also be linked to e-commerce to offer products and services based on the users interests and preferences.

TV viewers select from a wide range of topics on a station’s Web site.  ENN has a customized relational database that allows a station to target individuals or small groups of viewers with specific messages based on their interests and preferences.  For example, if a viewer has a particular interest in fitness, he can notify the television station by visiting its Web site and “signing up” to receive e-mail messages indicating the time and date a story on fitness will air.

This “permission marketing” software also provides the station with valuable research on the type of stories and programs its viewers are interested in seeing.

“With ENN, the station prompts viewers to the newscast, story or special report series before it airs, establishing a unique one-to-one dialogue with the viewers,” said Gary Schneider, chairman and CEO of ROI Interactive.  “It says to the viewer, ‘Tell us what interests you have, and we’ll tell you when and where it’s going to air.’”

In addition to ENN providing TV stations with a unique way to communicate directly with viewers, the software can also be used to notify viewers of breaking news, severe weather and school closings and, soon, to conduct surveys and polls. “We plan to introduce enhancements to ENN every four to six months based on available technology, station input and viewers’ needs,” said Palms.

The e-mails sent to viewers can either be text-based or web-based.  This means the station can dispatch specific Web pages to viewers from its Web site and also send links and/or pages from a sponsor’s Web site.  In either format, ENN is “permission marketing,” which means e-mails are sent based entirely on the viewers’ preferences, interests and requests.  This is in great contrast to “spam,” which is unsolicited, junk e-mail.  It is far superior to basic e-mail or a list service that is used by industries to shotgun messages to customers.

The popularity of communicating via e-mail is exploding and is the Internet feature used most often and most frequently.  It is estimated that Internet usage in the United States will double this year from 75 million to 150 million users.  In 2000, more than seven trillion e-mails will be sent in the U.S., up from four million in 1998.

“The cost savings and efficiencies of e-mail are quickly catapulting it as a marketing tool in strengthening relationships with existing and new customers and creating brand interest among prospective customers,” said Schneider.  “People like to receive e-mail if it is relevant and of interest to them.

“ENN allows viewers to receive only the information they have requested,” Schneider continued.  “It also allows the station to develop viewer loyalty programs to recognize and reward them.”

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