Real Time Social EntertainmentE jeroen@exmachinagames.com T @jeroen020
   We like games, TV and social media       HQ in Amsterdam, US office in San Francisco       Customers & partners in e...
   US: 4 hours a day (2 months non-stop per year!)   TV in 99% of all households, 2.24 sets on average   TV is turned o...
Show                                 Debut channel     Debut year   Distributor                                           ...
1988The ‗HennyHuisman Effect‘is a situationwhere thenational phonesystem grinds toa halt due to asudden, massiveamount of ...
1996Participation TVMulti Billion$industry forBroadcasters, TVproductioncompanies,aggregators &Telco‘sSet the standardfor ...
1999Big BrotherMaking headlinesworldwideInteractive votingvia SMS and IVR2008: broadcastin 32 countries,320 millionviewers
2010SKOTijdsbestedings-onderzoek―TV kijken op hettelevisietoestel isopnieuw met eenopmars bezig.‖2006: 143 min/dag2008: 13...
"The old adage that TV is a lean-backexperience compared to lean-forwardweb surfing no longer holds true, ourresearch show...
   ―Mainstream TV viewing, more and more, they have     a device in their hand (…) when ‗Glee‘ starts,     tweets per sec...
   Nearly 70% of Americans still watch TV shows at     the time they are broadcast; DVR: 16% (Marist coll.)    86% of of...
Multitasking NL―Op prime timetelevisiekijken (…)is de computer debelangrijkstenevenactiviteit metsurfen, e-mailenen het ge...
   TV     ◦ Proprietary operator boxes (‗Red Button‘)     ◦ Connected TV, Boxee, Apple TV, Google TV, Xbox, …    Laptop ...
   TV is an event     ◦ Live or linear    The art of programming    Artificial Scarcity    Episodical content    Game...
Ex Machina 2010
Ex Machina 2010
   December 2010, 90     minutes, pre-recorded    About 800K viewers    Features: Real Time Q&A,     Predictions, Bonus...
   Call To Action hugely important    Bonus questions overlooked    HTML5 rules    The power of iPad: 12% of users   ...
   Semi-final & final, January 2011, 120 minutes, live    Features: live rating (personal / national), post to     Twitt...
Ex Machina 2010
   Accurate prediction of finalists    Talent doesn‘t look at the clock    CTA: TV explanation tripled users    7% iPa...
PlayToTV    Social network integration    Poll, Rate, Vote & Predict    Q&A/Quiz/Trivia, Info push    Chat & Twitter a...
   Launch quick & iterate    Metrics, metrics, metrics    Pilot, episodes, seasons    Artificial scarcity works    Ma...
   A TV is a TV, not a computer    Register optionally & at any moment    Support all screens    Be careful with apps ...
   Viewers that interact are engaged more and will zap     away less, even during ad breaks    Can be integrated into ow...
   Advertisers     ◦ Well understood profiles instead of anonymous viewers     ◦ Advertising can be tracked and will gene...
Dank!jeroen@exmachinagames.com        @jeroen020
Real Time Social Entertainment (@ Online Tuesday Battle of the Screens)
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Real Time Social Entertainment (@ Online Tuesday Battle of the Screens)

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TV is still by far the largest entertainment industry. And many TV innovations have come out of the Netherlands. But TV is changing - we're not wachting less, but different. This presentation anaylses the change in viewer behaviour, in particular second screen interaction, gamification and online/broadcast synchronisation. Based on two cases it provides lessons learned, recommendations as wel as opportunities with regards to real time social entertainment for TV production and distribution, advertising and retail.

NB: the video from slide #21 is not included here, you can check it out http://vimeo.com/18882034

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Real Time Social Entertainment (@ Online Tuesday Battle of the Screens)

  1. 1. Real Time Social EntertainmentE jeroen@exmachinagames.com T @jeroen020
  2. 2.  We like games, TV and social media  HQ in Amsterdam, US office in San Francisco  Customers & partners in entertainment & brandsAirplay:
  3. 3.  US: 4 hours a day (2 months non-stop per year!) TV in 99% of all households, 2.24 sets on average TV is turned on 6h47m a day Total hours of TV consumed: 250 billion % Americans who say they watch too much TV: 49 Youth – hours in school: 900 behind TV: 1,500 TV commercials seen per year: 20,000
  4. 4. Show Debut channel Debut year Distributor Sony Pictures1 Who Wants To Be A Millionaire? ITV (UK) 1998 Television Nederland 22 Deal or No Deal 2002 Endemol (Netherlands)3 Wipeout ABC (US) 2008 Endemol CBS Studios4 Wheel of Fortune NBC (US) 1975 International5 Family Feud ABC (US) 1976 FremantleMedia6 Dont Forget The Lyrics Fox (US) 2007 RDF Rights7 Hole in the Wall Fox (US) 2008 FremantleMedia Shine8 Are You Smarter Than A 5th Grader? Fox (US) 2007 International/Mark Burnett Productions CBS Studios9 Jeopardy NBC (US) 1964 International10 I Love My Country RTL4 (Netherlands) 2008 Talpa Media Most Popular TV Gameshows in the World TBI, 2009
  5. 5. 1988The ‗HennyHuisman Effect‘is a situationwhere thenational phonesystem grinds toa halt due to asudden, massiveamount of phonecalls.
  6. 6. 1996Participation TVMulti Billion$industry forBroadcasters, TVproductioncompanies,aggregators &Telco‘sSet the standardfor premium IVRand textmessaging
  7. 7. 1999Big BrotherMaking headlinesworldwideInteractive votingvia SMS and IVR2008: broadcastin 32 countries,320 millionviewers
  8. 8. 2010SKOTijdsbestedings-onderzoek―TV kijken op hettelevisietoestel isopnieuw met eenopmars bezig.‖2006: 143 min/dag2008: 135 min/dag2010: 148 min/dag Ex Machina 2010
  9. 9. "The old adage that TV is a lean-backexperience compared to lean-forwardweb surfing no longer holds true, ourresearch shows that increasinglypeople are doing both simultaneously.‖Ivan Ristic, DiffusionEx Machina 2010
  10. 10.  ―Mainstream TV viewing, more and more, they have a device in their hand (…) when ‗Glee‘ starts, tweets per second shoot up 100 times and stay that level until the show ends.‖ (Twitter CEO)  ―We may extend Facebook Places to TV check-ins‖ (Facebook VP EMEA)  ―Everyone says that social television will be big. I think it‘s not going to be big — it‘s going to be huge. (…) It‘s going to change the landscape of the industry.‖ (Endemol Group CEO)Ex Machina 2010
  11. 11.  Nearly 70% of Americans still watch TV shows at the time they are broadcast; DVR: 16% (Marist coll.)  86% of of mobile internet users engage in second screen mobile usage (Nielsen/Yahoo)  42% of Americans are online while watching TV, 29% talking on phone, 26% are IM/texting (Deloitte)  45% of Brits use social media while watching TV (Intel)Ex Machina 2010
  12. 12. Multitasking NL―Op prime timetelevisiekijken (…)is de computer debelangrijkstenevenactiviteit metsurfen, e-mailenen het gebruik vansocial media.‖ Ex Machina 2010
  13. 13.  TV ◦ Proprietary operator boxes (‗Red Button‘) ◦ Connected TV, Boxee, Apple TV, Google TV, Xbox, …  Laptop ◦ Browser  Smartphone ◦ Browser, apps  Tablet ◦ Browser, appsEx Machina 2010
  14. 14.  TV is an event ◦ Live or linear  The art of programming  Artificial Scarcity  Episodical content  Game mechanics ◦ Collect, earn points, get feedback, exchange, customize  Rewarding loyalty and achievementsEx Machina 2010
  15. 15. Ex Machina 2010
  16. 16. Ex Machina 2010
  17. 17.  December 2010, 90 minutes, pre-recorded  About 800K viewers  Features: Real Time Q&A, Predictions, Bonus Questions, Post to Twitter/Facebook  >1% participation rateEx Machina 2010
  18. 18.  Call To Action hugely important  Bonus questions overlooked  HTML5 rules  The power of iPad: 12% of users  Experienced internet users (FF, Chrome)  (Pre-)registration not importantEx Machina 2010
  19. 19.  Semi-final & final, January 2011, 120 minutes, live  Features: live rating (personal / national), post to Twitter/Facebook  Website takeover ‗widget‘  About 3 Million viewers  >26.000 ratings/episode  Live production consoleEx Machina 2010
  20. 20. Ex Machina 2010
  21. 21.  Accurate prediction of finalists  Talent doesn‘t look at the clock  CTA: TV explanation tripled users  7% iPad, 7% smartphones  Tweak rating algorithm & controls  Embedding vs destination  Friends friends friends  Twitter, facebook integrationEx Machina 2010
  22. 22. PlayToTV  Social network integration  Poll, Rate, Vote & Predict  Q&A/Quiz/Trivia, Info push  Chat & Twitter aggregation  Stars (achievements/badges)  Advertising interaction  Product placement  Skill & sweepstakesEx Machina 2010
  23. 23.  Launch quick & iterate  Metrics, metrics, metrics  Pilot, episodes, seasons  Artificial scarcity works  Make the moment matter  Interaction over form  Balance show-specific features and generic social networksEx Machina 2010
  24. 24.  A TV is a TV, not a computer  Register optionally & at any moment  Support all screens  Be careful with apps  Sync: live, schedule, on-demand/auto  Make technology invisible but make it scale  Say it loud, say it often, say it proud!  2% Conversion is very doable, 10% achievableEx Machina 2010
  25. 25.  Viewers that interact are engaged more and will zap away less, even during ad breaks  Can be integrated into own online strategy  Going online doesn‘t cannibalize ratings or ads  People interacting will tell and show their friends  Receive extra lead generation, product placement & pay-per-play revenues  New formats: user created, daytime, game-to-TV, …Ex Machina 2010
  26. 26.  Advertisers ◦ Well understood profiles instead of anonymous viewers ◦ Advertising can be tracked and will generate leads ◦ Turn leads and customers into loyal relations  Commerce ◦ Targeting: offer products based on profile (gender, location, time, interests, …) ◦ Implicit (product placement) revenue generation ◦ Explicit (home & social shopping) e-commerce ◦ Virtual goodsEx Machina 2010
  27. 27. Dank!jeroen@exmachinagames.com @jeroen020

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