TV channels, content creators, advertisers and alike are increasingly struggling to keep their viewers attention. The introduction of the Remote Control was a game changer 25 years ago. Add to that the proliferation of TV channels, PVRs, VOD platforms and the ever growing internet consumption. Now that smartphone and tablet usage - whilst watching TV – is exploding , creating a captive TV audience is becoming even more challenging. However, technology also offers great opportunities. Illustrated by the 'The Voice Kids Game' concept which combines TV, a smartphone application and an old fashioned game board, Michiel discusses how innovative, integrated experiences can be created to strengthen the relationship with TV audiences.

2. LBi Nederland – Marketing & Technology Agency
130 people in NL
LBi Mobile partnership LBi Nederland / Triple IT

4. 2nd Screen

5. Trends
% of TV viewers
regularly access
internet via
mobile or PC*
* Source: Yahoo! And Nielsen Research, January 2011
85%

6. Trends
% of TV viewers that
access internet
content related to
on-air tv show*
24%
* Source: Yahoo! And Nielsen Research, January 2011

7. Trends
% of tablet and
smartphone owners
using device daily
whilst watching TV*
* Source: Yahoo! And Nielsen Research, January 2011
41%

8. Trends
Tablets are MOSTLY
used whilst*
WATCHING
TV
* Source: Yahoo! And Nielsen Research, January 2011

9. Dutch Example: % of viewers of GTST vs The Voice Of Holland being online
during full broadcast of the show Voice Of Holland being online during full
broadcast of the show
0,5
45,3%
0,45 42,7%
0,4
0,35
34,5%
GTST 28-11
0,3 GTST 29-11
25,8% GTST 30-11
23,9% GTST 1-12
0,25
22,2% 21,0%
20,5% GTST 2-12
0,2 TVOH 2-12
TVOH 9-12
0,15 TVOH 16-12
0,1
0,05
0
GTST 28-11 GTST 29-11 GTST 30-11 GTST 1-12 GTST 2-12 TVOH 2-12 TVOH 9-12 TVOH 16-12

10. 2nd Screen - apps
1. Social TV Categories
Social TV apps – sharing / inspiration / conversation. Broad scope. Limited to 2nd
screen. (MISO, Get Glue, Kijkes)
Sharing / inspiration / conversation
Contained to 2nd screen

11. 2.PARTICIPATE
4. PARTICIPATE IN SHOW

12. PARTICIPATE

13. 3. GIVE ME MORE!!!!

14. 3. GIVE ME MORE!!!!

15. 4. Play Along
home-play-only elements
(predictions, trivia, pay
close attention)
Like being in the studio

16. Loads of opportunities

17. Advertisers
new opportunity to
communicate, interact, generate
leads & sales

18. Broadcasters
increase loyalty
social buzz
Insights
consumer data
advertising & affiliate revenues
add interactive layer to TVCs
D2C revenues

19. Content creators
enrich format, license fees,
strengthen strategic position,
closer relationship viewer

20. Distributors
reduce churn, new propositions
and business models

21. New players
bit (or a lot ;) of everything

35. • Game related to
show on TV
• Free application
• Only need 1 device
• Pre-recorded & Live
Show
• Supports mass traffic

36. • Home Quizmaster
• Register
• Input names
• Social sharing

37. • Input wager
• Reward winner (eat
favorite dish)
• Task for last in line
(do the dishes)

38. • Appoints & serves
multiple choice
questions
• Type of questions
• Pay close attention
• Trivia
• Predict

39. • Answer correct,
advance on game
board

41. • New category: ‘light’ game board
• Available for free
• Dixons
• PDF download (vodafone.nl)
• Adds element of bad luck and
fortune
• Determines who wins
• Strengthens relationship The Voice
Kids & viewers

43. • Over 80.000 Downloads
1. iOS (iPod Touch, iPad, iPhone)
2. Android
3. WP7
• 60.000 unique players during one
episode
• 15.000 boardgames distributed

45. Enrich family experience  Parents, brothers & sisters play
together
Increase stickyness  Complaints about time slot. TV
turned into a game
New revenu streams  Brand partnerships Vodafone,
MSFT & Nokia
Innovate  Unique media mix
Dual as apposed to duelling screens  Timing questions is key
Learn  A lot

46. Development, Distribution & Promotion of game board
requires strategic partners
More and better timed activation
Improve game play
‘Light’ form of game-board-play works
Huge potential (e.g. release new game-play throughout the
week)
More time, more time, more time…
But then again…