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.

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