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TV & Second Screen (at MediaFutureWeek 2011)

TV & Second Screen (at MediaFutureWeek 2011)



Presentation at MediaFutureWeek, May 2011 in Almere

Presentation at MediaFutureWeek, May 2011 in Almere



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    TV & Second Screen (at MediaFutureWeek 2011) TV & Second Screen (at MediaFutureWeek 2011) Presentation Transcript

    • #mfw11@jeroen020
    • We like Games, TV & PeopleHQ in Amsterdam, US office in SFFocus on Entertainment & Brands
    • SKO Tijdsbestedingsonderzoek“TV kijken op hettelevisietoestel isopnieuw met eenopmars bezig.”2006: 143 min/dag2008: 135 min/dag2010: 148 min/dag
    • 1988The „HennyHuisman Effect‟ isa situation wherethe national phonesystem grinds to ahalt due to asudden, massiveamount of phonecalls.
    • 1999 Big Brother: Making headlines worldwideInteractive voting via SMS and IVRToday still broadcast in 32 countries, 320 million viewers
    • "The old adage that TVis a lean-backexperience comparedto lean-forward websurfing no longer holdstrue, our researchshows that increasinglypeople are doing bothsimultaneously.”Ivan Ristic, Diffusion
    • SKO TijdsbestedingsonderzoekMultitasking NL“Op prime timetelevisiekijken (…) isde computer debelangrijkstenevenactiviteit metsurfen, e-mailen enhet gebruik vansocial media.”
    • “Mainstream TV viewing, more and more, theyhave a device in their hand (…) when ‘Glee’starts, tweets per second shoot up 100 timesand stay that level until the show ends.” (TwitterCEO)“We may extend Facebook Places to TV check-ins” (Facebook VP EMEA)
    • “Everyone says that social television will be big. Ithink it’s not going to be big — it’s going to behuge. (…) It’s going to change the landscape ofthe industry.” (Endemol Group CEO)“Peoples appetitite for live, shared, communalexperience is actually more voracious thanever...” (ITV CEO)
    • beyond the check in
    • the art of programming
    • From 1 to 4 ScreensTV – Proprietary operator boxes (‘Red Button’) – Connected TV, Boxee, Apple TV, Google TV, Xbox, …Laptop – BrowserSmartphone – Browser, appsTablet – Browser, apps
    • TV & Game MechanicsTV is an event – Live or linearThe art of programmingArtificial ScarcityEpisodical contentGame mechanics – Collect, earn points, get feedback, exchange, customizeRewarding loyalty and achievements
    • • December 2010, 90 minutes, pre- recorded• ~800K viewers• Features: Real Time Q&A, Predictions, Bonus Questions, Post to Twitter, Facebook• >1% participation rate
    • • 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 important
    • • Semi-final & final, January 2011, 120 minutes, live• Features: live rating (personal / national), post to Twitter/Facebook• Website takeover ‘widget’• About 3 Million viewers
    • • Accurate prediction• Talent > clock• Call to action on TV tripled users• 7% iPad, 7% phones• Tweak algorithms & controls• Embedding vs destination• Friendsfriendsfriends• Twitter, facebook integration
    • Ex Machina 2010
    • Ex Machina 2010
    • Case: Germany’s Next Top Model
    • 1. Existing formats2. New, multiplayer formats3. Add TV to multiplayer games
    •  Launch quick & iterate Metrics, metrics, metrics Pilot, episodes, seasons Artificial scarcity works Make the moment matter Interaction over form Balance show-specific and generic, social features
    •  A TV stays a TV Live > pre-recorded > on- demand Register optionally & at any moment Format relevance Be careful with apps Synchronous & synchronized
    •  Make technology invisible … but make it scale Me vs tribe vs nation Say it loud, say it often, say it proud! Ads, product placement, freemium, skill, … 2% conversion is easy 10% achievable …
    • A Million Players Isn’t Cool
    • You Know What’s Cool? A Billion Players
    • Smart people wantedPS @jeroen020