Social TV Week In Review: The News!Posted: September 16, 2012 | |
Click through to the best of the news this week!
IBC 2012: Taking Care of Business via IP&TV News
This year’s IBC event lacked a big, overarching theme, or new “wow” topic to get journalists, analysts and market-watchers foaming at the mouth. And that’s no bad thing. It’s the sign of a maturing industry, and as a result, the show retained a healthy focus on improving existing products and trying to get the big things – multiscreen, OTT, hybrid – right… we did see one too many demos that essentially used the second screen as target practice for ads, bombarding the device with commercial messages and essentially bringing the very worst of the world of display advertising to tablet. Consumers don’t spend hundreds of Euros on a device to see lots of banners, and broadcasters, operators, and everyone else in this space must exercise restraint in this area.
IBC2012 Event Report via Digital Media
Disney’s Catherine Powell emphasised that television is the key to reach the audiences and that new content services build on that… Discovery CEO Mark Hollinger took the investor’s point of view: ongoing technological changes are threatening the basic content investment model… At IBC’s conference OTT was not regarded as a main theme but rather another new way for consumers to access TV content. For most TV companies OTT seems to be a development they just have to tackle rather than a strategic opportunity… As usual, however, disruptive companies such as Apple or Netflix were not at the conference… the hype around 2nd screens brings vividly in mind the “interactive TV boom” of the last decade… On the advertising side it was a shared understanding that revenue-wise the 30-second-spot-model will live on but will be complemented with other approaches. Examples were mostly on branded content: sponsored programmes and applications.
5 Fascinating Social Media Predictions for 2013 via arkarthick.com
Water cooler talks about popular TV programs are going to continue on social networking sites, the difference being real-time comments. People won’t wait until the next day to meet their colleagues and discuss the TV show. Instead, the TV channels will provide a social networking facility to share their comments, as and when the programs are being aired.
Why TV is Going Social via Forbes
“What Nielsen has been reporting for the past couple of years,” he says, “is we’re now watching more TV than we’ve ever been, in spite of the rise of both online and mobile video viewing.” In fact, 94% of all television watching still occurs on a regular TV set. But that doesn’t mean television is immune to online trends. What’s happening, says Proulx, is that “we’re online at the same time we’re watching TV… the challenge for marketers is how best to develop “complementary programming on the second device that augments what you’re watching,”
With so much focus on social TV, it isn’t surprising that networks are beginning to add Pinterest to their social strategy. We’ve seen several approaches. Some channels create one official account with individual boards for each program, while others create individual accounts for each program… Food Network is a pioneer in this area. Using 89 boards, it adds content both on general cooking topics and on specific shows. All content links back to the network website, generating a solid increase in traffic.
The second screen experience: mobiles, tablets and TVs via The Guardian
In fact, it feels like no news story is complete without quoting some snippets of what the tweeting masses thought about the show. Publishers have seen this as an opportunity, and have begun to create event-based “dashboards” or second screen experiences… One problem, though, is that at the heart of many of these services, the aim seems to be to solve a publisher’s problem rather than the user’s… It often feels like a return to clumsy top-down broadcast – suggesting that the user can’t be trusted to put together their own list of people who are going to be interesting about the topic. There is a valid question about whether people are really going to turn to these second screen services rather than simply use Twitter, Facebook and so on – that they use all the time anyway.
Much has been made of social media helping TV maintain — or even improve in some cases – viewer interest in traditional TV shows. But not everything works according to preconceived formulas… Strong social media proponents might tell you it isn’t really about the intersection between the new and old metrics, but that the newer social media research tells you a lot more about what a particular piece of TV content really means to viewers: that this kind of information is of premium value, or should get some kind of award.
While total viewership is still a key indicator of a show’s popularity, social media activity is becoming a metric for viewer engagement: More posts, tweets and conversations mean a show is getting the kind of buzz that advertisers crave. Media buyers are using this data to figure ways to integrate their clients’ TV and online strategies. There’s also the hope that more social engagement will mean less timeshifting and, with it, more ad-watching…. Social TV remains an emerging technology, and new advances are hitting the market monthly… But some believe the entire notion of social TV will ultimately disappear as it becomes more embedded into the entire fabric of media consumption… Ultimately, it will be advertisers voting with their wallets that will take the social TV market to its greatest heights
Social media integral to youngsters’ TV viewing via Advanced Television
Amid concerns about time-shifting, ad-skipping, and alternative platforms, the study reveals social media’s potential to drive consumers to live TV… These findings highlight the opportunity to strengthen network viewership and loyalty through a strong social media presence and interactive apps/sites designed to enhance the TV experience.
GSC: Where is social TV for millennials via the Seattle Times
“If you’re 20 years old and just watch Netflix and YouTube, I’m not sure how much you need a cable subscription,” Ronen said. “The focus should be on young consumers. For them entertainment means something different. They are moving into apartments. The industry should serve them.”… “We haven’t seen the breakaway success of original content for the Internet at the scale where people are looking at over $100M revenue businesses,” said Jeremy Allaire, CEO of Brightcove. “It has taken a long time and it is a disappointment.”
RESEARCH & TRENDS
Broadcasters and media executives are generally optimistic about both their traditional businesses and the prospects of their new digital distribution channels, with 75% of media executives believing that online, social media and mobile platforms help drive TV viewing, according to a new survey issued at IBC by Avid and Ovum… They identified the three drivers of their growth as increased audiences, multiplatform distribution, and growth in advertising revenues.
Most TV, Tablet Interactions Involve Another Screen via emarketer
Second quarter findings from Google and brand consultancy Sterling Brands showcased the opportunity to connect with consumers simultaneously on multiple devices… Emailing, internet browsing and social networking were the most common multiscreen activities, a good sign for the many TV marketers whose calls to action point consumers toward browsing and social networking sites, capitalizing on common user behaviors.
The message you want to deliver has to move along with the people you want to reach. And that’s just one complication. The sequential shift from one screen to another is only one type of multiscreen activity. The other is when people use multiple screens at the same time… If you don’t have a multiscreen approach to marketing and communications, then you’d better start to develop one quickly, because consumer behavior isn’t going to wait for you.
…optimize your content for multiple devices. Consumers are increasingly accessing multiple screens in their day-to-day lives. It’s no longer enough to optimize your content for PCs/laptops. Mobile optimization on tablets and smartphones should also be a priority. Furthermore, considering the popularity of sequential and simultaneous screen usage, it’s important for marketers to make their presence across multiple devices as cohesive and user-friendly as possible.
The Cross-Platform Report: How and Where Content is Watched via NielsenWire
According to the latest Nielsen Cross-Platform Report, Americans spend nearly 35 hours per week watching video across screens, and close to another five hours using the Internet on a computer… Video viewing on the Internet was not broken down on a daily basis but its monthly sum came in at 162.5 million minutes, compared with 283 million minutes for traditional TV.
Nielsen: Live TV viewing down, DVRs up via Variety
The traditional methods of watching video continued to shrink in the first quarter of 2012, according to new Nielsen data, which indicates growing alternatives… DVRs are getting more playback than DVD despite the fact they are available in about half as many homes, though that number is on the increase as well.
New season of ‘The X-Factor’ starts Twitter hashtag war via LostRemote
And this Wednesday’s premiere of season 2 takes up Twitter’s favorite voting methodology — hashtags — by pitting a new slate of judges against each other in a popularity contest.
ESPNU launches late night show powered by social via LostRemote
As younger generations begin to produce TV for major networks, the social platforms they grew up with are beginning to become the focus of how they create content… UNITE doesn’t even seem to have a website presence, instead powerful Twitter and Facebook accounts complement it’s midnight airings that began on ESPNU on August 27th.
Last Sunday, I did something I haven’t done in a long time: Watch an episode of television as it aired — commercials and all… Breaking Bad Story Sync proved to be a relatively entertaining mix of photos, video, polls and flashbacks, cleverly tied to the on-screen action — a great way to engage fans. But it was also, at times, a crass effort to get people watching ads — while watching ads, on top of ads… while my first experience was interesting, I’m not sure it was compelling enough to make me forego using my DVR for future AMC programming — especially given the additional ads that came with it.
The long-running CBS show Big Brother asked viewers to engage in a Twitter vote that influenced the live show’s outcome, which Twitter said is a first for primetime reality television.
How Second Screen Voting Creates New Winners on Reality Talent Shows via Business 2 Community
Thanks to social media, voting for TV contestants went from premium phone calls to a free and more accessible opportunity for viewers. Using outlets such as Twitter and Facebook, more of these reality talent shows have been implementing a using social media as their voting systems… In fact, some suggest that social media can have just as much of an influence as the judges and contestants on these different shows. In a study conducted by Carat, it was found that 66 percent of viewers found Twitter to be the most trustworthy outlet when deciding how to vote
Last season, producers employed an impressive social media blitz, using more than 160 social profiles for judges, contestants and show personalities, including one for judge Cee Lo Green’s cat, Purrfect… The result for The Voice season two: 145 worldwide Twitter trending topics, 13% rise for online’s vote share and 38% jump in votes per unique user, NBC told Mashable… Long before The Voice, Daly brought his social media mantra to the set of MTV’s Total Request Live, the 1990s hit countdown show where viewers chose the top 10 videos every day.
Part of the network’s social TV strategy was created by the fans themselves, crowning themselves as “addicts” in 2010. ID then smartly launched a dedicated site and second screen experience at IDAddicts.com (above).
NFL fans who tune in to NBC’s “Sunday Night Football” broadcasts are in for a new twist on second screen and social media coverage this season. How? Erstwhile sideline reporter Michele Tafoya is now filing video reports from the field directly via Twitter during games… It appears to be a new use of social media in sports broadcasting.
What is this Universes of Fringe we speak of? Thanks to a collaboration between the crazy, wonderful people at Warner Bros. and the crazier, truly incredible Fringe fans, there is now a website dedicated to exploring the many, many mysteries of Fringe season 4… If you’re one of those obsessed, knowledgeable fans, you can contribute to this site as well. A “Post Your Theory” option allows anybody to help build even more bubbles for Universes of Fringe.
APPS & START UPS
But no one, not even Apple, has figured out exactly how the two types of devices should relate to one another. For better or worse, we’re still in a period of broad experimentation in video discovery…Toeman says the whole idea behind NextGuide is to get the extra piece of hardware (the Beacon) out of the way and reinvent the TV guide experience for tablets, using what the company learned about TV search from building and marketing the universal remote app.
GetGlue ramps up biz dev efforts with hire from Rovi via LostRemote
Sean Besser, a former Rovi executive, will join the NYC based team to “to run business development, partnerships and strategy” for the growing platform… “We are working on a few revenue models, but there is nothing imminent for us to discuss right now,”
Looking to boost interaction between TV viewers and broadcasters via its second screen apps, Zeebox has partnered with digital video application maker Chyron to integrate its new ENGAGE social TV platform…Live TV shows, including live news and sports broadcasts, are likely to benefit from Chyron’s ENGAGE platform, allowing the show’s production team to coordinate their on-screen and second screen graphics, providing a consistent user experience during the broadcast but also in the app.
“Real time.” “Big Data.” I’m hearing those phrases a lot these days, but a startup called BrightContext, which is launching today at TechCrunch Disrupt, wants to deliver on the promise of those buzzwords for a broad group of developers…Now any media or social TV company could build its own ElectionMeter-style app without having to worry about the underlying data processing and infrastructure.
BrightContext is today launching a cloud-based platform that aims to make it easy for developers to compute and display real-time data feeds.
never.no today announced that its Interactivity Suite (IS), a toolkit for creating the technical backbone of interactive broadcasts and digital marketing campaigns, now has a What’s Trending toolkit — trend discovery tools based on word cloud functionalities that make it easy for broadcasters to track what’s trending in social media in real time, and comment on or create highly correlated segments on the air.
TV Makers Join Forces Against Smartphone Giants via NYTimes
The rise of Apple and Google in the smartphone market has pushed Nokia and Research In Motion to the brink of irrelevance. Now, television makers are scrambling to make sure the same does not happen to them… At the IFA consumer electronics fair in Berlin, Toshiba, LG Electronics and Philips Electronics said they were banding together to develop a common system that would let people listen to music, watch videos and play games via the Internet on television sets… Members of the consortium, called the Smart TV Alliance, want to make sure that application developers can create offerings that run on different sets and expect additional members by the end of the year.. “Everybody is trying to take a position in that market, and with players like Apple or Google, there is the threat of fragmenting the market, so it’s important to work on a common platform.”
Smart TVs offer web browsing, instant video streaming via USA Today
As fully fledged multimedia devices, you can use a smart TV to surf the web, check local weather, stream a movie, or play a slideshow of your last family vacation. Some TVs make Internet and multimedia use a lot easier than others, saving you time and money… The addition of a web browser has been a double-edged sword for most TV companies. It’s a feature that really cements the feeling of being online, but is also traditionally the most sluggish and frustrating part of a smart TV.