Social TV Week In Review: Research & MusingsPosted: November 4, 2012 | |
Must read this week: a nice summary of research in 2012 available in The Guardian.
Also recommended: Scott Feinberg’s musings on social media’s influence on programming.
For the rest of this week’s tops stories…
Social TV at heart of new TV viewing ecosystem: report via Kidscreen
Social TV underpins a new TV ecosystem that has grown around creating, marketing and promoting second-screen activities. That’s according to the latest report from Evolumedia Group and the Canada Media Fund entitled The Second Screen and Television: Overview and growth perspectives…Twitter is the king of social TV, according to the report – and the majority of conversation around a show happens during its initial airing, with anticipatory tweets 15 to 30 minutes before airing, and reaction tweets 15 to 30 minutes after. Rights holders, the report states, should dedicate specific content to this microblogging platform to increase brand loyalty.
Why Social Media Has Saved TV Ads via Forbes
However, in the world of social media, where talking about what is happening in the now is social currency, time shifting is a losing proposition. No one is tweeting about something monumental that happened during Breaking Bad, three days later. There is no value in that, and in fact it’s goofy. The conversation has moved on…So while time shifting is a very big deal for TV advertisers because, of course, people skip ads, we shouldn’t panic about the almighty fast forward button. There is nothing more valuable than LIVE today, live shows, first run shows and the ads that run along with them. The two-screen commentary that goes with that that can amplify the ads to greater heights than any traditional TV ad could ever achieve…TV ads have been declared dead incessantly. It’s a tired argument. TV ads are more relevant now than ever if they fit into the social dialogue that is happening every second.
SOCIAL MEDIA’S INFLUENCE ON TV PROGRAMMING: GOOD OR BAD? via ScottFeinberg
NBC recently ordered a pilot based on 24-year-old Emma Koenig‘s Tumblr account entitled, “Fuck! I’m in My Twenties,” which already spawned a book. The site features drawn images filled with sarcasm and insight about quarter-life crises. The show will follow a young woman in her twenties as she navigates her way in New York City. Sound familiar, fans of HBO’s Girls? This announcement comes just two days after CBS ordered a comedy based on another Tumblr, and the source of inspiration for it comes from yet another twenty-something woman…It seems the quick, short-attention span of a social media account doesn’t translate into a 30-minute episode, let alone an entire season. Based on the success, or lack thereof, of $#*! My Dad Says, the niches Tumblr and Twitter accounts fill online become trite on the tube.
Social Audience – Part 2: Using Metrics via Canada Media Fund
Many content creators wrongly think gathering connections, as many as possible, is the way to social media success. Sending your message to lots of people might seem to create leverage. But these are unengaged users, so do they have much value?
Even in the so-called digital age, TV remains must-see. The average viewer in the United States watches about 4.5 hours of live TV per day, according to Nielsen. But it seems rarer and rarer that many of us are watching the same thing at the same time. The proliferation of cable channels has led to heavy fragmentation of audiences across niche markets…Some old TV staples are leveraging our interconnected, digital world for even bigger ratings (and ad dollars), while others are in danger of going extinct.
WATCH: 60 Seconds of Social Media via Huffington Post
But while Nielsen is sometimes criticized for basing its industry-standard TV ratings on roughly .02 percent of the U.S. population, social chatter also represents only a portion of the viewing audience.
Social TV: The Time is Now via Forbes
If the internet was considered a wave, mobile is a tsunami. And now’s the time, as marketers, to jump in and start to shape where mobile goes next – especially with Social TV.
The Problem With On-Screen Live Voting via Social TV Switch
With social, voting takes another dimension and with it the risks have increased, new methods were introduced like Facebook apps voting, Twitter hashtags, email subjects, website polls, and the old SMS voting. all sources can be combined into one pool that gives the results from all the sources. Some would see this as the best way to get the best engagement and the be closer to the greater public opinion, that is true, but what are the new risks
Here comes the future, please don’t adjust your set via The Sydney Morning Herald
Young people, and more and more of the rest of us, are commenting on the television content in real time on social networks, sharing thoughts or accessing information often related to what is being broadcast on TV. This has enormous implications for advertising; more than $3 billion a year is spent on TV advertisements, yet fewer people are taking notice of them…McCubbin believes the convergence will alter television screens beyond recognition, and the idea of having a main screen and a second one in your lap will be superseded. He argues that free-to-air television is becoming irrelevant…McCubbin believes there are plenty of opportunities to capitalise on the new order. The key is to create communities, rather than seeking to inform consumers about goods and services.
The three companies who have stood out, certainly in advertising terms, are Zeebox, DG/Mediamind and Shazam. There are of course others like Twitter and Facebook, but thus far they haven’t created advertising services that are clearly positioned as services designed to sync with TV services and add value to TV advertising (no word from the Big G in this space yet either, although Google TV’s developer page does have a section for second screen app development).
MIPCOM Social TV Boot Camp: Lessons learned via MIPCOM Blog
“People say that producers are the best people to organise or offer a social experience because they know the content. So they are the best people to produce social content for the audience,”
Social TV and second-screen viewing: the stats in 2012 via The Guardian
Somewhere between 75% and 85% of TV viewers use other devices while watching, although a lot of these people are doing unrelated tasks – it’s startling how many surveys come up with around 60% for the percentage of people who are emailing, which is a telling (and somewhat dispiriting) comment on modern working habits. Of these multi-screeners, how many are actually using their second device to look for something relating to the show they’re watching? Somewhere between 37% and 52%, while between 27% and 44% are browsing for products spotted in a show or ad, depending which survey you believe.
Social TV subtly works into TV business models via Rapid TV News
Social TV is getting to be an increasingly more social activity especially in the United States where 38% of US adult broadband users currently participate in “social TV” activity at least a couple times per year, according to new The Diffusion Group (TDG)…The research identified two primary segments of social TV Users: Talkers, those that only talk or chat about the program they are viewing via instant messaging or social networks; and Engagers, those who not only talk but use so-called synching apps to interact directly with the TV show. Talkers are disproportionately female with an average age of 37, while Engagers, are primarily male with an average age of 34.
4 in 5 smartphone/tablet owners use them while watching TV via Advanced Television
Eighty per cent of smartphone owners use their device while watching television, according to the latest eCustomerServiceIndex results from eDigitalResearch and IMRG. The survey also found that a similar number (81 per cent) of tablet owners use their device in the same way, as do around three quarters (73 per cent) of laptop users…Retail websites were amongst the most popular sites to visit and browse, as were social media sites and search engines.
[Study] Multi-Screening, Attention and Engagement via The Second Scream
New research from Thinkbox investigates the relationship between multi-screening, attention and engagement providing an in-depth look at the interplay between internet-connected devices and TV viewing in UK households
Taking a snapshot in September 2012 from Flurry Analytics, that totaled more than 6 billion application sessions across approximately 500 million smart devices, Flurry provides a comprehensive comparison between smartphone and tablets, spanning age, gender, time of day usage, category usage and engagement metrics. For age and gender comparisons, Flurry leverages a panel of more than 30 million consumers who have opted-in to share demographic data…tablets have a greater spike of usage during the prime-time television window, from 7 pm to 10 pm whereas smartphone usage is more evenly distributed throughout the day. This would indicate that tablets are more often used alongside, or instead of television viewing than smartphones.
…tablet users skew older, more female, more affluent and are spend more time with media and entertainment apps. The findings are based on more than 6 billion app sessions across more than 500 million “smart” devices. For age and gender comparisons, Flurry relies on a panel of more than 30 million people that have opted in to share demographic data.
GfK’s research shows that Generation Y (ages 13 to 32) is 30% less likely to be watching a TV network or channel “live” in the crucial first hour of primetime (8 to 9PM ET/PT, 7 to 8PM CT/MT) than they were four years ago.
Seevibes reveals trends in social TV via Seevibes Blog
The typical profile of people discussing TV on social media is very similar to the ideal consumer: women aged 15 to 49 years, influential and involved. This active audience is the best thing that has ever happened to TV advertising. With the distraction of a second screen, people no longer want to zap advertising (73%) and they remember more brands (45%).
SHOWS & NETWORKS
How Social TV Fuels American Horror Story? via Viralblog
To pull horror fans through the Asylum funnel, FX created a smart content strategy to ignite the buzz. A partnership with Entertainment Weekly was established and a mix of Pinterest, Instagram, YouTube, Facebook and Twitter was used to release and seed the exclusive video clips and trailers.
Univision to Start Its First Digital Network via NY Times
Figures from the Pew Research Center’s Internet & American Life Project show that almost half of Hispanics in the United States own a smartphone, while 20 percent own a tablet device. On Monday, Univision will officially start its first digital network, UVideos, which will offer more than 1,500 hours of long-form programming and about 200 short clips a day free to users.
UVideos partnered with Arktan to power the site’s social experiences, including some highly innovative, industry-first features. One such feature is the site’s time-syncing feature. This feature supports the DVR capability for live and on-demand video playbacks of Univision shows. When viewers watch videos of the shows after live programming, they are able to see all the social and on-site comments played back to them as they occurred during the original live programming of the shows. This means that friends can experience shows together, even if they’re not watching them at the same time.
Anderson Cooper’s daytime talk show, Anderson Live, which ditched the pre-taped format this season and added a barrage of social media elements, will cease production after season two ends in summer 2013.
Why is Social TV So Sporty? via Living On the Second Screen
Where there’s been a lot of startup activity (and associated venture $) has been in mobile and tablet apps to complement sports viewing. The apps are all taking different approaches: sharing, stats, conversation, gamification, chat – and all permutations thereof! Some of the more interesting ones include PrePlay Sports, Tok Baseball, RumbleTV, SportsYapper, SportsCaster, LiveFanChat, and SportsStream
A United Kingdom-based company called fanatix has created a free iOS “social TV app” exclusively for sports fans, providing them a personalized stream of sports content – news updates, tweets, video clips, live scores and stats – and enabling easy sharing of that content to personalized groups, known within the app as “huddles,” which consist of group chats for sports fans.
APPS & SERVICES
An Updated View of which Second Screen Apps to Watch in 2012 via Thoughts on the Digital Video Space
I continue to believe there are really 5 major features sets that drive consumers to pick up a device as their second screen in an attempt to add value to their first screen experience: Finding something to watch (Discovery), determining where to watch it (Seamless content sourcing, often combined with Discovery), launching that content to your first screen (Simple), getting more information about the program, whether sport stats, actor bios, games, or commerce opportunities (Stimulating), and then sharing all of that and more with your friends (Social).
Today, Stevie, a platform that aggregates users’ social networks into a social video feed, announced its media partnership with Microsoft, which will see Stevie integrated directly into the Xbox gaming platform. The partnership will grant Stevie access to over 70 million Xbox users worldwide, significantly expanding the reach of the company, which launched its website last May at TechCrunch Disrupt.
Bringing your social graph to TV, meet Stevie via Lost Remote
The company, which “turns your Facebook and Twitter into a beautiful television experience,” launched at TechCrunch Disrupt is announcing a big partnership today to bring their service to more devices.
fanatix, U.K.’s leading social network dedicated entirely to sports, announced today the U.S. launch of its app after securing an additional $1 million in funding from angel investors. The free iOS app is drawing from its success overseas to deliver an all-encompassing social platform to American sports fans, having surpassed the 250,000 mark in downloads and increased its daily active user base from 500 to more than 35,000.
A new wrinkle in interactive TV via Los Angeles Times
Developed by Youtoo Technologies, it uses smartphones, tablets and laptop computers to enable viewers to record brief videos themselves in high definition and send these segments, with the press of a button, to a cable or broadcast network. The software filters the submissions for obscenity and nudity, then places the videos in a queue for a show’s producer to review. If selected, the viewer’s submission airs alongside the program.
Screaming Velocity adds social TV to recommendation engine via Rapid TV News
Screaming Velocity, which provides recommendation technologies for the online, video on demand (VOD) and linear TV markets, has taken the wraps off of version 2.0 of its machine learning-based recommendation engine…Its social TV component analyses and deciphers a user’s social graph, thus allowing for immediate user recommendations – even when no historical usage data exists for that individual.
Questioning Hulu’s Future via Carsey-Wolf Center
Hulu’s accomplishments have made it an easy target for networks and studios fearful of what digital distribution threatens to do to traditional business models
TiVo Getting Social in Fit of ‘Pique’? via Multichannel News
TiVo may soon branch out from its TV roots and into social media with Pique, a still-in-development website that promises to let users aggregate and share their favorite entertainment and news content from “one simple place.”
Initially, the company will measure related tweets relating to programs by looking at the number of tweets per minute and also the average over the previous 4 weeks…Asiajin explains that Video Research’s rating system – Shichouritsu — is used by Japan’s national TV networks who rely on it to help sell advertising spots. With that in mind, it will be interesting to see not only how it is embraced by users, but how broadcasters market and promote Twitter to their audiences.
DEMO Africa: Djoss.Tv brings live TV interaction to the phone via CIO East Africa
djoss.tv makes TV social by allowing real time discussions by web or sms during shows. TV channels get valuable feedback and statistics while viewers never have to watch their favorite shows alone again. Its about viewers coming together and sharing an opinion, sharing a conversation about something they are watching, transforming the traditional TV watching experience, into a social activity.
Tricky to divine the impact of social TV via Telecom Asia
At TV Connect in Turkey two weeks ago a number of TV operators and content providers talked about take-up of their social TV activities. But it’s far from clear to me what the actual value of the new currency of “followers” and “likes” is…Our biggest concern, however, is that some social TV strategies aren’t good enough. Consumers are already using Twitter and Facebook to comment on and interact around programs. Unless operators and content providers improve upon this experience, consumers will just ignore their services – or worse, be annoyed by them. We’ve seen a number of services that just get in the way of the core TV experience.