Background
About Optometry Today TV
The Association of Optometrists’ magazine, Optometry Today (OT), is the UK’s leading provider of Continuing Education and Training (CET) for the country’s optometry profession. In addition to Free and Pay-as-you-learn CET articles and exam papers in the print magazine, and online with Visual Recognition Tests, OT has expanded its offering via a new and sophisticated multi-media approach, with video as the key component.
The online optometry service includes news videos, clinical continuing education and training (CET) videos and associated exams which optometrists use to gain CET points needed to continue in practice. Each CET video has its own sponsor, who will enjoy a rich blend of benefits explained later.
How the site works
Ten Alps, publishers of OT, delivers the infrastructure of the video content as part of the OT offering including a video server, video content management system, and optimised viewing capability via progressive download. The centerpiece of this service is video CET – an ideal medium for teaching of a combined practical and intellectual skill set.
Every two months a new CET video is uploaded onto the site; each has its own sponsor, who, for the duration of the CET video’s ‘live’ availability, is the headline sponsor of video CET.
Each video is 45 minutes long, consists of three fifteen minute (3 x 15) videos, followed by 12 multiple choice questions (MCQs) which are worth 2 CET points.
OT’s Clinical Editor checks the video for suitability and suggests edits if required. The final approved video is then taken through the Vantage approval process and once accredited, the material is encoded and uploaded to the site and goes live.
Ten Alps manages all aspects of marking, processing, informing participants of results and updating gradebooks. A helpline is manned during working hours, and a web team on hand to fix any delivery issues within 24 hours, as well as handling site maintenance. The ‘submit’ page has a time delay for delivery of results, which gives the sponsor the opportunity to have a 20-30 second video while the user waits for their results (see VRT example on www.otcet. co.uk). When the closing date for the exam has passed, the CET video drops into the video library – retaining its introductory sponsored video clips, and an associated answer page.
Within reason and timeframes, product placement is permitted. For as long as this service is available, this video will remain available to the global market as a freely accessible archive of study guides. Some videos may be deliberately created to be suitable for the client to re-use with a new set of questions relating to the same presentation in the future.
How the site will be marketed
The AOP has a number of routes which will be used to reach more than 18,000 UK based eye-care professionals. These include OT (print and online), OT Bookshop (print and online), AOP and OT e-newsletters, existing CET, conferences and various other member communications.
2009 Schedule
Given notice, we are happy to be flexible and schedule in any of the below video CET’s. Each video CET will run for a period of 8 weeks, and will be the main CET featured on the site. the schedule for 2009 is as follows: january & February - Relationship between diet and age related macular degeneration; Protective measures against sunshine & practical demonstration of hfp macular pigment meter.
March & April, May & june, july & August, September & October, november & december are all available for sponsorship. We have identified the following subjects for each sponsor to chose from:
Contact lens fitting
a series of short videos that display how to do a contact lens fit:
a. History and symptoms
b. Keratometry
c. Slit-lamp exam
d. Lid eversion
e. Tear film assessment
f. Lens insertion (soft and rgp)
g. Lens removal techniques (soft and rgp)
Contact lens assessment
A series of short videos displaying how to assess the fit of various lens types:
a. Soft sphere
b. Soft toric including rotation and how to manage this (lars rule)
c. Soft multifocal
d. Monovision
e. Rgp sphere - steep fit
f. Rgp sphere - flat fit
g. Rgp sphere - correct fit
h. Rgp toric
Tonometry & visual fields assessment
A series of videos showing how to do tonometry (contact and non-contact methods) and how to interpret different visual field defects and how to manage them:
a. Perkins tonometry
b. Goldman tonometry
c. Nct & pulsair
d. Visual fields in glaucoma
e. Hemianopia
f. Quadrantanopia
g. How to interpret the humphrey visual field output and statistics (the gold-standard)
Binocular vision assessment
a. Ocular motility
b. Cover test
c. Convergence
d. Accommodation & ac/a ratios
e. Fixation disparity
f. Stereopsis
Retinal examination techniques
a. Direct ophthalmoscopy
b. Volk lens indirect ophthalmoscopy (using a slit lamp and recorded with a video attachment)
c. Head-mounted binocular indirect ophthalmoscopy
d. Scleral indentation and it’s importance
e. Retinal cameras including optomap
examining and managing the low vision patient
a. Enquiring about needs and difficulties
b. Assessing current vision status
c. Determining appropriate magnification and which low vision aid for which situation/task
d. Teaching the use of low vision aids (could include recording of how specialist low vision
centres work and provide community care e.g. Focus in birmingham, or rnib)
Dispensing
a. How to take various measurements for various spectacle dispenses (single vision, bifocal, varifocal)
b. How to fit and adjust spectacles
c. How to show the patient the benefits of various lens treatments (e.g. Anti-reflection coating,
tint, photochromic, anti-scratch etc.)
d. How to take facial measurements inc. Pd
e. How to dispense children
f. How to dispense complex prescriptions etc.
Commercial packages
Uploading existing content
Your company can provide video content for Optometry Today TV, e.g. a corporate video lasting up to 10 minutes. The cost to upload your own content is available at the following costs:
3 months – £3,150 + VAT
6 months – £6,100 + VAT
9 months – £9,050 + VAT
All content will drop into the archive after the agreed period, where they remain at no extra cost. you have the flexibility to change the video on a monthly basis.
OT News adverts and infomercials
The editorial team of OT will provide a fortnightly video news update of approximately four-five minute news items, which will be interspersed with supplied adverts. Ten Alps can produce these if required, this will be at an additional cost, by arrangement depending on complexity.
Featured videos drop into the video archive after their three month promotion, where they remain at no extra cost. Under all options Ten Alps will undertake uploading of all content.
Archive CET and other videos on the site will be available to all viewers. The costs to advertise for a period of one calendar month on these slots are as follows:
1 minute advert video clip – £950 + VAT
2 minute advert video clip – £1,100 + VAT
3 minute advert video clip – £1,250 + VAT
Sponsorship packages
The package for the two-monthly sponsored cet content is as follows:
- Branding logo within the frame of each CET video (i.e. OT CET subject sponsored by xxxxx).
- 468 x 60 pixels banner advertisement to appear in the masterhead of every page of the site.
- An advertisement button measuring 150 x 150 pixels to appear on a prominent position of each page to act as an infomercial. By clicking onto this button, your corporate or promotional video opens up in the main screen. This video can be up to 30 minutes long, the frame size of the main screen is 400 wide by 225 and appears in the centre of the screen. Once this sponsorship has come to an end, you will have the option to continue carrying the video beyond this period, which can be views in full screen.
- 20-30 second video as an introduction to the CET video before the clip begins.
- 20-30 second video at the end of the clip to appear whilst examination results are being processed.
- 2-minute video after the results have been displayed.
- Branding logo and editorial acknowledgement to appear in full-page cobranded advertisements in each issue of OT magazine during the sponsorship (six consecutive issues). This page will act as a marketing tool for the launch of the CET video exam and will include copy from the sponsor.
A major news piece announcing the sponsorship in the news pages of OT magazine on 3 October 2008.
Alongside the OT Clinical Editor, OT Editor and Publisher, the sponsor will agree on topics of the videos to be included, ensuring they enhance rather than duplicate the current CET offering (in print and on the web). They will need to be topics of interest from a professional prospective, as well as be well-timed.
After the three month period, the CET Video and all the sponsors’ branding will move into the video library, with answers provided as a test-paper. This will be made available to the sponsor to run on their own website as reference material.
Branding logo alongside all OT video CET marketing during the build up to and during the live period of the sponsorship.
The cost to be recognised as the sole and exclusive sponsor is available at a cost of £11,250 + VAT.
In total the media, pr, branding and advertising coverage of this exclusive proposal is estimated at £38,000 + VAT.
This cost includes Ten Alps sourcing the author, ensuring Vantage compliance using our clinical editor to pre-validate entries, scripting, recording audio and visual content, plus web text and images, editing, receiving Vantage accreditation or re-editing where necessary.
Technical/Mechanical Specifications
Detailed technical and mechanical information will be made available on receipt of written confi rmation.
More about Ten Alps
Ten Alps is a producer of internet video, TV programming and specialist media. Founded in 1999 and now a PlC with 900 staff, Ten Alps has three divisions: Broadcast, Communications and digital. Ten Alps is continuing the roll-out of its sector-specifi c online TV services, adding Optometry Today TV to its portfolio of UK business-to-business online channels.
With the launch of Ten Alps dFd - digital Film delivery, we can now produce high quality, low cost videos for infomercials, product launches, training & corporate communications. Ten Alps has already successfully pioneered sector specifi c online TV, using contract publishing as a model. The company runs 14 B2B online channels on Public TV (www.public.tv), operates Kent TV - the fi rst fully local authority funded online TV service, and is launching Peace TV in conjunction with the nobel Committee, norwegian and dutch governments.
Ten Alps’ B2B online TV portfolio already includes vets tv, which launched in April 2008; Kent TV, billed as the only fully local authority-funded service of its kind in the UK; and the online teachers tv channel, the consortium behind which is 75% owned by Ten Alps. Ten Alps Publishing currently manages the fortnightly Optometry Today magazine for the AOP, a UK provider of continuing education and training (CET) for the country’s optometry profession.
Summary
This proposal offers you an excellent brand extension to a potential audience of more than 18,000 qualifi ed eye-care professionals in the UK and many thousands around the world.
We expect a number of interested parties to consider this proposition for 2009, therefore your early response is recommended.
Contact Details
For commercial packages contact Ian lydon-james on 020 7878 2361 or ian.lydon-james@tenalpspublishing.com
For sponsorship package contact Sunil Singh on 020 7878 2327 or sunil.singh@tenalpspublishing.com
