2ND SCREEN AT YLE –
CASE PUOLI SEITSEMÄN
Maria Hausen, producer, Internet development
Evolution of social watching at Yle
”Aitio”
Selected livestreams & chat
on the web. Also goal clips,
newsfeed & sign-langu...
Eurovision Song Contest 2011 (Aitio)
End of the world discussion 2012 (Aitio)
Bron, 1st episode of season 2, 2013 (Stage)
Docventures 2013 (Stage)
UMK (Finnish qualifications for Eurovision Song Contest) 2014 (Stage)
A2 cannabis theme evening 2014
A2 Russia theme evening 2014
Vision:
Common 2nd screen
platform
Common form
Feed Poll Chat
Other
content
etc.
Sources
Content
2nd screen
Publishing
Form
Feed Poll Chat
Other
content
etc.
Sources
Content
2nd screen
Publishing
Technology
Interaction
Concept
Workflow
Objectives of the common 2nd
screen pilot
•  To get an overview of 2nd screen at Yle and to
ensure the different modules w...
Social tv pilot
•  A separate social tv pilot coincided with the 2nd
screen pilot
•  Three social tv systems were piloted ...
Responsive website
yle.fi/puoliseitseman/osallistu
Yle Areena
YleAreenaiPadapp
Audio sync
•  Info page manually updated
in the backend
•  Embedded Ninchat
•  2 moderators during live shows
•  Polls created and results displayed on
tv screen via Never.no
•  Aggregated & moderated social media
feed (FB, Twitter,...
The visible part of the pilot was
just the tip of the iceberg
Audio sync
technology Concept
Implementation
Social tv pilot...
The barriers between internet and
broadcast are breaking
Programmer
Director
Subeditor
Producer
Taustatoimittaja
Graphic d...
Kehitettävää
•  Markkinointi
”Style week” at Puoli seitsemän
18.3. 19.3. 20.3. 21.3.
•  Guest: Olavi Uusivirta
•  Outfit 1
•  Guest: Maria Veitola
•  Ou...
The final outfit poll increased 2nd
screen usage at the end of the week
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
18.3. 19...
5 711 votes
Voting was the core in the 2nd
screen, audio sync was of no
interest
15%
12%
60%
13%
Kaikki viestit ja
kommentit samalla
s...
Investment vs. impact
345 messages in total
Source: comScore Digital Analytix, Ninchat
3 646
page views
2 738
page views
1...
The presence of the 2nd screen in
show clearly increases its use
n=72
49%
8%
17%
8%
11%
7%
Ohjelmassa kerrottiin
siitä
Hak...
2nd screen users did not represent
the most potential target group
49%
51%
Miehiä Naisia
13%
22%
33%
30%
2%
0-14 vuotiaat
...
Desktop use dominated despite
iPad optimization
62%
20%
18%
Tietokone
Tabletti
Mobiili
Source: comScore Digital Analytix
D...
Using Ps 2nd screen was a
positive experience overall
•  87% of visits were successful
•  Impact on viewing experience: 3....
Learnings
•  Pilot one thing at a time (MVP), be prepared for surprises
•  Take experts’ role into account from the beginn...
Thank you!
maria.hausen@yle.fi
@mariahausen
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2nd Screen at Yle: Case Puoli seitsemän

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My presentation in the 2nd screen ABC seminar organized by Commission Helsinki on 8 May 2014. The presentation focuses on a 2nd screen platform that the show "Puoli seitsemän" piloted during its "Style Week" in March.

Published in: Internet, Technology, Business
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2nd Screen at Yle: Case Puoli seitsemän

  1. 1. 2ND SCREEN AT YLE – CASE PUOLI SEITSEMÄN Maria Hausen, producer, Internet development
  2. 2. Evolution of social watching at Yle ”Aitio” Selected livestreams & chat on the web. Also goal clips, newsfeed & sign-language commentary with sports events. Used with radio shows, sports events, Independence day, Eurovision song contests, etc. ”Stage” (Creative content) In use with selected livestreams. Chat & Twitter feed. Drupal as platform. News & current affairs 2nd screen In use with current ”theme evenings”. Escenic as platform. 20112009 2013 2014 Livestreams & chat on web pages Social tv & expansion of 2nd screen Responsive 2nd screen Tweets to tv screen (Yle’s proprietory system) Social tv pilot User generated content to tv screen Common 2nd screen platform pilot 2010 2012
  3. 3. Eurovision Song Contest 2011 (Aitio)
  4. 4. End of the world discussion 2012 (Aitio)
  5. 5. Bron, 1st episode of season 2, 2013 (Stage)
  6. 6. Docventures 2013 (Stage)
  7. 7. UMK (Finnish qualifications for Eurovision Song Contest) 2014 (Stage)
  8. 8. A2 cannabis theme evening 2014
  9. 9. A2 Russia theme evening 2014
  10. 10. Vision: Common 2nd screen platform
  11. 11. Common form Feed Poll Chat Other content etc. Sources Content 2nd screen Publishing
  12. 12. Form Feed Poll Chat Other content etc. Sources Content 2nd screen Publishing Technology Interaction Concept Workflow
  13. 13. Objectives of the common 2nd screen pilot •  To get an overview of 2nd screen at Yle and to ensure the different modules will be developed with common goals and needs in mind •  To test whether 2nd screen functionalities can be centralized •  To learn, learn, learn •  What works on the 2nd screen, what doesn’t •  Understanding what working with a 2nd screen platform requires (competencies, workflows, integrations, etc.)
  14. 14. Social tv pilot •  A separate social tv pilot coincided with the 2nd screen pilot •  Three social tv systems were piloted in five different programmes
  15. 15. Responsive website yle.fi/puoliseitseman/osallistu Yle Areena YleAreenaiPadapp Audio sync
  16. 16. •  Info page manually updated in the backend •  Embedded Ninchat •  2 moderators during live shows
  17. 17. •  Polls created and results displayed on tv screen via Never.no •  Aggregated & moderated social media feed (FB, Twitter, Instagram, images from email) (Never.no) •  Tweets and images to tv screen (Never.no)
  18. 18. The visible part of the pilot was just the tip of the iceberg Audio sync technology Concept Implementation Social tv pilot Creative Content web team Production team Viz RT experts
  19. 19. The barriers between internet and broadcast are breaking Programmer Director Subeditor Producer Taustatoimittaja Graphic designer System specialists Editor/community manager Internet Broadcast Developers AD Community manager Producer Concept designer
  20. 20. Kehitettävää •  Markkinointi
  21. 21. ”Style week” at Puoli seitsemän 18.3. 19.3. 20.3. 21.3. •  Guest: Olavi Uusivirta •  Outfit 1 •  Guest: Maria Veitola •  Outfit 2 •  Guest: Sara Chafak •  Outfit 3 • Guest: Teemu Muurimäki • Winning outfit Own tv watching style (send your photo) The most stylish pet (send your photo) #puoli7 #tyyliviikko @puoliseitseman ps@yle.fi
  22. 22. The final outfit poll increased 2nd screen usage at the end of the week 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 18.3. 19.3. 20.3. 21.3. Eri selaimet, oheisruutu Annetut äänet Viewers 514 488 523 199 596 236 526 441 Proportion of 2nd screen users 0,10% 0,06% 0,42% 1,19% Source: comScore Digital Analytix, Finnpanel, Never.no 9 213 unique browsers during ”Style week” Unique browsers, 2nd screen Number of votes
  23. 23. 5 711 votes
  24. 24. Voting was the core in the 2nd screen, audio sync was of no interest 15% 12% 60% 13% Kaikki viestit ja kommentit samalla sivulla Mahdollisuus lukea chat-viestejä ja osallistua chatiin Mahdollisuus äänestää Tiedot ohjelmasta / lähetyksestä Äänentunnistuksen avulla ohjaaminen Osallistu-sivulle n=57 Source: 2nd screen user survey All messages and comments on the same page Possibility to read chat messages and to chat Possibility to vote Information about the show/episode Audio sync guiding to the 2nd screen
  25. 25. Investment vs. impact 345 messages in total Source: comScore Digital Analytix, Ninchat 3 646 page views 2 738 page views 12 615 page views 1 933 page views
  26. 26. The presence of the 2nd screen in show clearly increases its use n=72 49% 8% 17% 8% 11% 7% Ohjelmassa kerrottiin siitä Hakukoneen kautta Yle.fi:ssä olleesta linkistä Yle Areenan iPad- applikaatiosta Sosiaalisessa mediassa olleen suosittelun kautta Kaveri/sukulainen/ kollega kertoi tästä Muu Mentioned in the show Search engine A link on yle.fi Yle Areena iPad app Recommendation in social media Friend/colleague/relative recommended Other Source: 2nd screen user survey
  27. 27. 2nd screen users did not represent the most potential target group 49% 51% Miehiä Naisia 13% 22% 33% 30% 2% 0-14 vuotiaat 15-29 vuotiaat 30-44 vuotiaat 45-59 vuotiaat 60-74 vuotiaat 75 ja vanhemmat n=67 Average age: 50.2 years n=63 years years years years years years and older Male Female Source: 2nd screen user survey
  28. 28. Desktop use dominated despite iPad optimization 62% 20% 18% Tietokone Tabletti Mobiili Source: comScore Digital Analytix Desktop Tablet Mobile
  29. 29. Using Ps 2nd screen was a positive experience overall •  87% of visits were successful •  Impact on viewing experience: 3.62 (1-5) •  Likelihood of using Ps 2nd screen in the future: 3.68 (1-5) •  Net promoter score: -4.37 Source: 2nd screen user survey
  30. 30. Learnings •  Pilot one thing at a time (MVP), be prepared for surprises •  Take experts’ role into account from the beginning (resourcing, budgeting) •  Interactivity should be incorporated into the storyline from the beginning •  Know your audience: research, test, measure, do participatory design •  Find your focus, less is more •  Interaction through social media directly from the 2nd screen (login) •  Audio sync works as technlogy, further development required with content •  Learn with others and share your experiences
  31. 31. Thank you! maria.hausen@yle.fi @mariahausen
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