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Second Screen als Cross Media Format (Cross Media Cafe 201103)

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Presentation at Cross Media Cafe in April 2011 about real time second screen interaction with TV shows

Presentation at Cross Media Cafe in April 2011 about real time second screen interaction with TV shows


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  • 1. Second screen als nieuw media formatE jeroen@exmachinagames.com T @jeroen020
  • 2.  HQ in Amsterdam, US office in San Francisco Customers & partners in entertainment & brands TV + Social Media + Games = PlayToTV
  • 3. Ex Machina 2010
  • 4. 1988The „HennyHuisman Effect‟is a situationwhere thenational phonesystem grinds toa halt due to asudden, massiveamount of phonecalls.
  • 5. 1996Participation TVMulti Billion$industry forBroadcasters, TVproductioncompanies,aggregators &Telco‟sSet the standardfor premium IVRand textmessaging
  • 6. 1999Big BrotherMaking headlinesworldwideInteractive votingvia SMS and IVR2008: broadcastin 32 countries,320 millionviewers
  • 7. "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
  • 8.  “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)  “Peoples appetitite for live, shared, communal experience is actually more voracious than ever...” (ITV CEO)Ex Machina 2010
  • 9. Multitasking NL“(…) prime timetelevisiekijken (…)is de computer debelangrijkstenevenactiviteit metsurfen, e-mailenen het gebruik vansocial media.” Bron: SKO
  • 10.  TV ◦ Proprietary operator boxes („Red Button‟) ◦ Connected TV, Boxee, Apple TV, Google TV, Xbox, …  Laptop ◦ Browser  Smartphone ◦ Browser, apps  Tablet ◦ Browser, appsEx Machina 2010
  • 11. Ex Machina 2010
  • 12. Ex Machina 2010
  • 13.  TV is an event ◦ Live > linear > on-demand  Artificial scarcity  Episodical content  Game mechanics ◦ Collect, earn points, get feedback, exchange, customize  Real time sync, real time multiplayer  Rewarding loyalty and achievementsEx Machina 2010
  • 14.  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
  • 15.  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
  • 16.  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
  • 17. Ex Machina 2010
  • 18.  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
  • 19. Ex Machina 2010
  • 20. Ex Machina 2010
  • 21. Ex Machina 2010
  • 22. Ex Machina 2010
  • 23. Ex Machina 2010
  • 24. Ex Machina 2010
  • 25. Ex Machina 2010
  • 26.  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
  • 27.  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
  • 28. 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