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Social IPTV: Interactive and Personal

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Accompanying post here http://www.personalizemedia.com/social-tv-reloaded/ …

Accompanying post here http://www.personalizemedia.com/social-tv-reloaded/

Gary's opening 10 minute presentation at the Screen Producers Association of Australia conference in Nov 2009. This sets the stage as to the battle between open broadband and closed walled garden IPTV but also the issue with conversation around TV happening away from the content producer - who is often not listening.

A distinguished panel showed their perspectives and issues addressed at the end are included on the last slide.

TV is in major transition where it is evolving from just scheduled broadcast to being always-on, participatory and social. Its traditional audience is now fully engaged with Social Media and here they effectively become ‘programme’ and content makers for each other but, in the backchannel, they still drive conversation around traditional, compelling broadcast content. There are many challenges ahead and this session will look at innovations across broadband and IPTV, latest business models, new advertising models and latest video web 2.0 mash-ups.

We will also try to answer questions such as, is IPTV a valid platform for video producers? Where are the opportunities across on-demand platforms and is the old advertising model really broken? Is audience contributed online content sustainable at scale and what are the challenges of broadcasting and delivering on-demand? Is there a role for a public service broadcaster in a commercially driven IPTV landscape. IPTV used to stand for ‘Internet Protocol TV’ but in today’s Social Media world perhaps it really means Interactive and Personal TV.


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  • 1. SOCIAL - Interactive Personal TV SPAA 2009 I nteractive nternet P TV ersonal rotocol Session Producer: Gary Hayes, Director of LAMP, AFTRS, CCO MUVEDesign Speakers: Lisa Gray, Head of Content, The Feds Siobhan Mulholland, Creative Director, Dubz.tv, UK Marshall Heald, Head of Online, SBS Arul Baskaran, Acting Head of Multiplatform Production, ABC Courtney Gibson, Dir. of Programmes, Southern Star Ent. Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 2. SOCIAL - Interactive Personal TV SPAA 2009 Who is Gary? Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 3. SOCIAL - Interactive Personal TV SPAA 2009 what we might talk about? old school BROADCAST / PUSHED interactive tv xcreatures over YesTV & BT IPTV service in London in 1999 Produced by Gary Hayes. The BBCs 1st broadband programme to live audiences and with a comment trail / element actually on the TV screen integrated with the show! 10 years ago... Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 4. SOCIAL - Interactive Personal TV SPAA 2009 Internet Protocol IPTV Interactive Personal Broadband TV Web TV Social TV Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 5. SOCIAL - Interactive Personal TV SPAA 2009 Why has Social TV manifested? 1990 - Viewer contributions to BBC 1 million per year (snail mail, comments via newspaper, vhs etc: ) 2000 - Viewer contribution, 1 million per DAY (email, website comments, dv tapes, radio, uploads, iTV etc: ) 2010 - 10 million per day (as above + most discussion impressions outside BBC walled garden) Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 6. SOCIAL - Interactive Personal TV SPAA 2009 This session is not just about GROWING AUDIENCES it is about CONNECTING with TRUSTING PARTICIPATORY CO-CREATORS on ʻnewʼ TV platforms Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 7. SOCIAL - Interactive Personal TV SPAA 2009 The need to share experiences - including TV events Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 8. SOCIAL - Interactive Personal TV SPAA 2009 Yes tech /biz is important Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 9. SOCIAL - Interactive Personal TV SPAA 2009 Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 10. SOCIAL - Interactive Personal TV SPAA 2009 IPTV Triple Play - same as Broadband DIY Play ? Numbers from Point Topic there were 21.8 million IPTV subscribers at the end of 2008. TV Telephony This broke down by region as follows: • Region 2007 Q4 2008 Q4 • Western Europe 7,045,860 10,388,000 • North America 1,774,671 3,835,544 • South & East Asia 1,840,000 3,615,000 • Asia-Pacific 2,199,828 3,082,182 • Eastern Europe 465,223 884,466 Games Internet Mobile • • Latin America 8,991 21,495 Middle East & Africa 10,000 10,000 • Global Total 13,344,573 21,836,687 Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 11. SOCIAL - Interactive Personal TV SPAA 2009 and yes new TV platforms / systems are game changers Integrated TV with web browsers built in •6 million (15% of sales in US) this year. •In 2014 70% of all sets will be Web enabled. ABI Research Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 12. SOCIAL - Interactive Personal TV SPAA 2009 Audience behaviour is far more important Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 13. SOCIAL - Interactive Personal TV SPAA 2009 but watch emergent behaviour eg: the back channel Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 14. SOCIAL - Interactive Personal TV SPAA 2009 One emergent audience behaviour is creating more organic ʻbetter conversationalʼ content Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 15. SOCIAL - Interactive Personal TV SPAA 2009 Currentv - recognised peer ʻfilteredʼ content trend earlier Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 16. SOCIAL - Interactive Personal TV SPAA 2009 Broadcasters response though so far has been mostly to move TV programmes onto the web Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 17. SOCIAL - Interactive Personal TV SPAA 2009 Some channels realise the importance of social activity around their programmes an already existing online community that can bring their ‘energy’ around Pay-Per-Group-Play TV content EpixHD has some major studio backing being a joint venture between Viacom, Paramount, Metro-Goldwyn-Mayer Studios and Lionsgate Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 18. SOCIAL - Interactive Personal TV SPAA 2009 Some channels realise the importance of social activity around their programmes ABC Social: Episode Commentary. allows people to add commentary tracks to any ABC episode Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 19. SOCIAL - Interactive Personal TV SPAA 2009 But web companies are jumping ahead Cliqset for Boxee, an exciting new way to share and interact with your friends and the entire Boxee community while you’re watching your favorite movies, television shows and sporting events in real-time Boxee It is a free, open-source software platform allowing users to share information about what they’re listening to or watching with other Boxee users or friends on social networks like twitter, facebook Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 20. SOCIAL - Interactive Personal TV SPAA 2009 Finally a glimpse into future... actually this is now! MOPA TV / Sleuths / No 1 Star "mobile participation television" Partnering with RDF Digital USA, Sleuths will be the first television show in the United States to let audiences become part of the storyline. TV Asahi used MoPA-TV to create a brand new show called "Number One Star Maniac – Quiz", After the trial round, the first round of questions attracted 47,845 people to register and participate. By the end of the first round, a cumulative total of 70,028 responses had been received. Viewers showed a greater interest in the more challenging questions asked during the second round in which there were 163,395 cumulative responses in total Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com
  • 21. SOCIAL - Interactive Personal TV SPAA 2009 QUESTIONS FOR THE PANEL TO TACKLE •From audience perspective, will there be an appetite for IPTV as open web content is readily available! •Public service TV - is it now obliged, even mandated to host meaningful two way conversation around programming? •Making money - Given social media is people powered what value do pro content makers actually bring to their party, what can be monetized? •Technical - What do traditional linear producers need to do to create content for IP or Web Social TV? Why bother? Too much effort? What is the ROI, really? •What if we do nothing? A question about TV & Film just carrying on business as normal. What might happen? Are communities out of our control already? •Future tech. Things are moving pretty quickly. Promise of ubiquitous IP(interactive & personal)TV, mobile & augmented reality and solid multi-platform integration...is this an arena the panellists want to play in? About the panel •Lisa Gray - Head of content for Feds, Interactive Prod company, for past 2 years. In the past snr producer on 3 mobile and 10 yrs in TV prod •Siobhan Mulholland - Award winning producer, commissioning editor & now creative director at Dubz.tv a multi platform dev agency •Arul Baskaram - Heads up the Multi Platform operation at ABC TV. Looks after internet innovation, tools and apps as well as social commnities around ABC on the web. He looks after ABCʼs iView and podcasting. •Marshall Heald - Manager of Digi Media at SBS but over past 10 years developed multi platform projects with Telstra, Qantas, FTO, ABC, SAFC, OzCo and many more •Courtney Gibson - Newly established as Dir of Progs at Southern Star, wholey owned by Endemol of course. She spent 6 years running Arts, Ent & Comedy at ABC and prior to that producer & commissioning editor for 5 years at SBS Gary Hayes, Director LAMP@AFTRS & CCO MUVEDesign lamp.edu.au - gary.hayes@aftrs.edu.au - personalizemedia.com - muvedesign.com