Social TV Week In Review: Growth & Tech in The TV Market – Twitter and Facebook Battle for the Money

Even amidst a staggering global economy, the television industry is poised to grow. IDATE’s DigiWorld Institute, a leading center for Europe’s market analysis in the telecomm, internet and media industries, forecasts that the global TV market will grow at an annual rate of 4.7% to €355 billion (US $435B) by 2020.

The emerging technologies that are pushing TV ahead from behind the scenes deserve due credit for some of this growth. Gilles Fontaine, IDATE’s Deputy CEO and Project Manager for the report, envisions new distribution models: “the digital store (an open platform that makes all content available to viewers) and self-supply (thanks to the destruction of the exclusive link between the access network and the TV set)”. These distribution models are underpinned by technology that allows the industry to meet the digital demands of tech savvy consumers.

Another example of technology facilitating TV growth can be found in mobile and tablet devices. According to one of eMarketer’s ‘top digital trends for 2012 and beyond’, a majority of users will access the web via a tablet by 2015. Chris Horton, of Internet marketing company SyneCore Technologies, connects the dots; “many millions of users will be accessing TV shows through their tablets”. Device proliferation and better quality video, will drive up content consumption and the price of ad real estate.

The dollars at stake in the TV industry – and the tech sector’s ability to affect its growth – make it a lucrative and logical place for social media giants Twitter and Facebook to expand. Twitter is set to take in $1B a year in ad revenue by 2014.  All Things D columnist, Peter Kafka, claims this puts Twitter on the road towards becoming a media company of its own. Meanwhile, Facebook is signing network deals of epic proportions, notably partnering with NBC for the Olympics and CNN for the elections.

Listen to Mark Silva, SVP of emerging platforms at global strategic design firm, Anthem Worldwide, and you’ll realize Twitter and Facebook aren’t the only players to watch; “there’s money to be made. But the winners won’t necessarily be the companies that already have a major presence in digital and social media”.

Keep reading for more stories on Social TV and Social Video companies: Netflix, IMDb, Wywy, Aereo, Zeebox, SnapCuts, iSpot.tv, Pocket TV and Tout to name a few!

Next Gen TV via Advanced Television

A new report from the DigiWorld Institute by IDATE analysing what the future likely holds for television markets between now and 2020, suggests a growth in on-demand services, with the global TV services market amounting to €355 billion in 2020. “We will see three distribution models emerge: a model relative to packager (like what cable and satellite do today), the digital store (an open platform that makes all content available to viewers) and self-supply (thanks to the destruction of the exclusive link between the access network and the TV set),” says Gilles Fontaine, IDATE’s Deputy CEO and Project Manager for this report.

Blendable Reality: New Formats to Move Above and Beyond Social TV via InteractiveTV Today

If Content is king and data is queen, surely interaction and socialization must be the other two members of the television royal family… Today’s versions of TV interaction and TV socialization make participating not just something easy, but something that can be robust, seamless and endemic to the programming.

Three Ways the Second Screen is Shaping the Future of Television via Business 2 Community

Mere years ago the concept may well have seemed impossible, or unlikely at best: how could anyone be expected to engage with media while simultaneously consuming it? Now with the help of smart apps, like GetGlue, Shazam, Viggle and IntoNow, as well as an approach at the outset that stresses full—and I mean full—integration of all channels, the future of broadcast media is suddenly upon us.

Social TV Apps are Changing How We Watch Television via Business 2 Community

The speedy pace of tablet adoption is likely to further alter the social TV viewing experience. According to eMarketer, by 2015 the majority of online users will access the Internet via mobile tablets. Assuming this ends up being even remotely accurate, many millions of users will be accessing TV shows through their tablets…For one, as marketers continue to shift ad dollars from television to video, popular TV networks are going to have to react or watch ad revenues decrease. They would be wise to accept the new reality and focus their efforts on creating a deeper user experience that incorporates social and mobile technologies.

The Whole Story: Second-Screening By Genre via MediaPost

While consumers’ use of second-screen devices may or may not be explicitly related to program content, the potential to engage the audience with an effective call-to-action that supplements the primary screen experience exists to varying degrees by genre.

Creating the “Killer” 2nd Screen App: What do Audiences Value the Most? via 2nd Screen Society

For Matt Berry of video discovery technology company Digitalsmiths, killer second screen apps will function as information management tools, enabling consumers to “connect” to various types of digital content. BluFocus’s Pantoja agreed that “connectivity is everything” for second screen apps, with the consumer’s ability to “connect anytime, anywhere” offering entertainment companies monetization opportunities outside of the living room as well.

New Twitter Search Feature Brings Big Implications for Social TV via Brand H@cking

The ability to filter results in such a way will come in handy for a variety of purposes, but one consequence – intended or not – will be in significantly reducing the clutter and chaotic noise users encounter when using Twitter as a Social TV platform.

Twitter is building a media business using other people’s content via GigaOM

[Twitter] is becoming a media company, powered by a rapidly-growing advertising platform. Twitter also has one big advantage that other media companies don’t: the fact that it doesn’t have to produce any of the content, but simply acts as a filter for information from other sources… Twitter is heading in a direction where its 140-character messages are not so much the main attraction but rather the caption to other forms of content… Is Twitter a friend and helper to media companies, or a growing rival for both attention and ad dollars? Is it more focused on sending users away or on keeping them inside its walled garden?

Twitter’s Pitch Deck for Big Advertisers via All Things D

Twitter’s ad business is looking less like an experiment and more like a real business, one that could generate $1 billion a year in the not-too-distant future… Right now, Twitter only offers advertisers a handful of crude tools when they want to slice up their target audience, but it has promised in the past that those would get more refined. The company isn’t offering a timetable for the new tools (at least not in the slides I’ve seen), but it’s confident enough about them to start talking them up to would-be buyers.

Facebook social tv shift to test Twitter via Variety

Don’t look now, Twitter, but Facebook is treading on your TV territory. A pair of separate partnerships announced in recent days by the newly public social-media behemoth make clear Facebook is stepping up its game in the emerging social-TV space — and invading the precious real estate Twitter has aggressively staked out in the lower-third of the TV screen… While Facebook and Twitter are plenty capable of harnessing TV-related chatter on their own, on-air integration is the holy grail of social TV… CNN will leverage the analytics Facebook has typically closed off to third parties — in stark contrast to Twitter… But with its newfound eagerness to strike partnerships, Facebook may be angling to reclaim a marketplace in which its sheer size would afford it a natural advantage.

What’s Driving Facebook’s Olympics Deal with NBC? A Battle with Twitter for TV Presence via TechCrunch

This NBC deal is most similar to Facebook’s collaboration with CNN for the 2012 election. Both deals cast Facebook as the “second screen” to TV, and the underlying idea of both is to push traffic to each other’s platform while increasing their exposure… why would Facebook agree to a lesser deal than the one they struck with the BBC? Could this be part of a broader strategy for Facebook? Here are a few possibilities:

Why Social Media Will Reshape the 2012 Olympics via Mashable

While some question just how social they’ll actually be, there’s no doubt that networks such as Facebook, Twitter and YouTube will play an unprecedented role in how information is disseminated from London, and how the global sports conversation is driven during July and August. Why the big shift? It’s simple: Four years is an eternity in Internet time and since the last Summer Olympics in 2008, social media has exploded.

How BBC is Building The First Social Olympic Games via Fast CoCreate

However, a host of other digital platforms will also used to extend and deepen both the BBC coverage and U.K. viewers’ games experience. “It’s not standalone, just for London 2012, but part of a wider context we refer to as our ‘one, ten, four’ strategy,” Fearnley explains… Its aim was to deliver “connected storytelling” through the delivery of one service (the BBC) with ten products (including TV, News, Weather and Sport) across four screens–mobile, tablets, PCs and connected TVs.

CNN Partners with Facebook for Social Election Experience via LostRemote

A big social TV partnership was announced today. CNN is teaming up with Facebook to create a social, second screen experience for its “America’s Choice 2012″ political coverage.

CNN’s Digital Power Play via Adweek

Our audience is watching CNN in ways that are not detectable in the Nielsen ratings. We’ve long predicted a future with convergence between TV and the Web, and we’ve been setting ourselves up [for that dynamic]…When I see the ratings stories and I see CNN getting bashed on TV, there is a huge story being missed.

Marketers Must Adapt as TV Goes Social via Marketing Mag

Research conducted by Yahoo!7 into the viewing habits of over 7000 Australians found that 41% post on Facebook and 36% call or text while watching TV – about the show they are watching… Marketers now have an exciting opportunity to implement a cross-platform approach to how they structure and measure the success of their campaigns.

Social Media has Saved Linear TV via C21 Media

From a marketing perspective Social TV can also provide insights into how audiences are engaging with TV programmes. Marketers can track audience reactions to their TV shows, look at the demographic breakdown on different digital channels and also reward fans based on their level of interaction and socialisation.

Six Major Consumer Trends in Social Media via Sys-con Media

One in 12 consumers has created an online brand community. Although this statistic may seem low, this means that 8% of consumers are now engaged in their own “DIY brand marketing,” totally independent of the brand marketer… The emergence of two-screen viewing, which is the concurrent use of TV and tablet/smartphone together, is truly transformational… Moreover, since the consumer is now actively pursuing interaction with TV programs, it redefines convergence to include a customized return path where the viewer can express their personal views about TV shows and TV advertising in real time.

Social TV and the Revival of TV Advertising via bars+tone

This media opens the door to innumerable possibilities, such as synchronized advertisements, where a commercial is displayed on TV and on the second screen at the same time. But it also increases complexity for marketers, for example designing a cohesive social ecosystem for brands gets challenging when considering all screens— tablets, online, mobile and streaming media— that viewers are using.

Who’s making money in social TV? via iMediaConnection

Whether you see social TV as a trend or the new normal, there’s money to be made. But the winners won’t necessarily be the companies that already have a major presence in digital and social media. Mark says some of digital’s lowest spenders are going to experience social TV as an entirely new marketplace, and see their businesses transformed.

IMDb announces 40m app downloads as it introduces check-ins and new discovery features via The Next Web

IMDb is also announcing a slew of updates to these apps, including new discovery, personalization and social features. Following in the footsteps of the likes of second-screen app Zeebox (see previous coverage), users can now check-in to share what they’re watching on Facebook and Twitter, and join the discussions on the new mobile-optimized message boards.

NBC News’ Social Play to Grow Viewership via Digiday

NBC News is trying to take this conversation to a more controlled environment, with the launch of a new digital platform to connect viewers live during broadcasts. The Dateline Chatline will let viewers chat live with “Dateline” anchor Lester Holt in a dual-screen experience that NBC feels will spur engagement and discussion… But as more publishers go this route, a question arises: Could a dual-screen experience actually lure consumers away from watching programming and the TV spots that accompany TV shows?

Watch Out, Hulu and Netflix: Social Video Platform Zeewe TV Zooms to One Million Users via SF Gate

Today Movile, the largest mobile content provider in Latin America, is announcing that its social video platform Zeewe TV has reached one million users… In light of Facebook’s recent restrictions on viral sharing, Movile’s mobile strategy is a key alternative—and increasingly profitable—means of distribution. Movile will continue to partner with high quality carriers and content providers around the world.

With More Original Programming On The Way, Netflix TV Viewing Is On The Rise via TechCrunch

According to research firm Nielsen, the growth in video viewing at the streaming provider coincides with an increase in the percentage of subscribers who are relying on Netflix to watch TV shows… Netflix users loooooove to binge watch TV. Unlike traditional TV, where they’re forced to wait a week in between episodes, new viewers can pick a show, start on Season 1, Episode 1, and stream a full season to their hearts’ content.

Investment continues to flow into Social TV via The Second Scream

German company wywy has successfully secured EUR 2.5 million (US$3M) in new capital investment.  Their aim is to establish themselves as as a leading player in social TV in competition with the likes Civolution.

Wywy wants to sync social TV, and scores $3m to do it via GigaOM

Social TV is a space that’s coming together slowly but surely, and synchronizing or checking in is probably one of the most important factors in that evolution…But very close synchronization has remained elusive because live TV streams get delivered through a variety of technologies — cable, IPTV, satellite and so on — and they all have different latencies.

Broadcasters’ attempt to block Aereo fails in court via LostRemote

That clears Aereo to continue until the inevitable trial — it’s only available in the NY market right now — and broadcasters say they’ll continue to fight.

DirecTV Removes Viacom Channels Amid Battle on Social Media via Mashable

Two media giants, Viacom and DirecTV, used social media sites Tuesday to rally support in a spat over whether DirecTV’s 20 million customers will lose access to Viacom channels.

AMC offers Dish subscribers live stream of “breaking bad” via LostRemote

As negotiations continue, AMC has struck back announcing that they’ll be offering Dish subscribers a live stream of the highly-anticipated Break Bad season five premiere… This is an big move from AMC that will set a huge precedent for future battles among providers and content creators in TV. For the consumer, it seems like Dish customers might have won by getting a brand new custom TV everywhere product for the premiere of the final Breaking Bad season.

Zeebox Heads to Australia in Partnership with Broadcaster Network Ten via The Next Web

Zeebox has announced that it will launch its social TV service in Australia after it agreed a partnership with Network Ten, a free-to-air broadcaster in the country.

SnapCuts gains access to tv content for social video mashing via LostRemote

SnapCuts, a new social video editing platform that allows users to combine and share video clips with custom messages, has secured its first big partnership to bring TV content to their users.

Turn Any TV Into a Smart One with this Gadget via Mashable

Wish you could turn any TV into a smart one? A new gadget called the Pocket TV will convert your television into a giant Android tablet.

Demand Media Alums Invest in iSpot.tv, a Platform for Social Marketing on TV via Techcrunch

…former Demand Media CTO Sean Muller founded iSpot.tv seven months ago, hoping to provide an elegant and mobile-first solution for reaching those audiences.

WWE Invests in video-sharing app Tout via All Things D

Tout is a spinoff of Stanford Research Institute, which also helps distinguish it from the likes of Viddy, SocialCam and Keek. But the most important distinction is that while Tout can be used as a standalone service, the company is trying to position itself as a sort-of white-label provider (it prefers the term “platform”) for big media companies like the WWE, ESPN and CNBC.

M6 Adds Social TV Services for Channels via Digital TV Europe

French commercial broadcaster M6 is launching second-screen and social TV enhancements to its Replay service for the M6 and W9 channels.

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