The Gamification of Social TV Inspiring the stories of tomorrow

SOCIAL TV - Inspiring the stories of tomorrow with social media ©© Gary Hayes

SOCIAL TV - Inspiring the stories of tomorrow

What is Social TV?

What is Driving it?

The Value for the Users?

What it means for Creators who enable it?

but ﬁrst....

© Gary Hayes CCO MUVEDesign & Founder StoryLabs
@garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com


Me & Social TV
btw these slides available at

slideshare.net/hayesg31



Content developer, consultant, service director
•95-04 UK, BBC Senior Development Producer - Social Interactive TV
•03-05 US, Interactive Social TV Producer
•05-10 LAMP Advanced Media Production @ AFTRS
•05- PersonalizeMedia Power 150 Media/Marketing Blog
•06- MUVEDesign (Alternate & Augmented Reality, Virtual Worlds)
•10- StoryLabs (Oz, US, UK, Canada)



Ye Olde Days - Gary’s BBC New Media & US Social TV Prods 95 - 05
Strategic Navigators
TV cross media adaptations
US Social TV Pilots

BBC Cross Media iTV

Live web, radio, real world doco
Broadband TV



Ye Olde Days - SOCIAL iTV Circa 2002

Single screen, STB based iTV with a slice of social -
“One small step in tech, one giant leap for editorial”



Social TV is not new - perhaps it is up to version 3.0!

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 box trail / element actually on the TV screen integrated with the show! 11 years ago...



What is Social TV?



Social TV (baby-steps)
=
The Conversation of TV
(back-channel, recommendation & community)

The Gamiﬁcation of TV
(playful, tribe building & participative)

The Personalization of TV
(users contribution, relevant & their stories)



It isnʼt a Battle for Eyeballs...

<< Social Media vs Broadcast TV >>

for the big prize ... Ad Dollar!



but about Synergy - TV & Social Media
are perfect bedfellows



From audience users perspective
•content = king
•conversation = content (web2)
•therefore
•conversation = king
The winners are those who enable the
conversation/gamiﬁcation/personalization



REFERENCE - Social TV Usage Scenarios
http://www.personalizemedia.com/social-tv-reloaded/

1.MULTITASK (2 SCREEN ): The live social conversation takes place in 3rd party software like Twitter, Facebook
or SMS, alongside the show but on other remote devices (mobile or laptop) & without the video element next to
the chat
2.EMBEDDED: The social conversation stream is aggregated in 2D panes, alongside the actual video show either
on the main TV screen or PC/mobile. Various widgets control your view and what elements you see – the show is
pulled into your network view or you go to it.
3.IN-WORLD: You are represented as an avatar (flat or full 3D character) inside a space and you watch the TV as
if you are in a real space with a large shared screen - as avatar group or reflected in the show itself.

4. ADV - RESIDUAL: Shows are specifically set up on advanced TV or online so that you can comment as if its a blog – against the whole show or at various
Community Created Indexes (CCIs) within it. You leave thoughts about the show and others come and respond to your annotation and add their own. A threaded,
deeper discussion can take place around any moment in the show. This can also be done as group chats in audio, sort of DVD extra director & cast commentary
style chats in audio or text around a show for others to follow later.
5. ADV - MODERATED: There is a filtering of the social element as the show itself is formatted so the conversation is funnelled into the format. Presenter or panel
response to the conversation in real time. Shifting the focus away from open discussion to focused around tasks. These will be new formats with potentially
hundreds of audience members really feeling they are actively part of a live show. This is way beyond ʻQuestion Timeʼ two or three asked by the host, or hidden
voting / commenting reality show – this is a new format about to happen!
6. ADV - AUGMENTED TV: You are there in the same space around a shared screen but it is enhanced. You will all have different layers overlays of the same show
but with Augmented Reality viewers (either hold up screens or glasses) you will be simultaneously taking part in any of the 5 above AND communicating with the
physical folk around you. An enhanced version of a traditional webTV couple where one is talking about the show on Twitter while the other is on Facebook.
7. ADV - ALTERNATE REALI-TV: This is where the TV show is both a trigger and an integral part to a broader story environment made up of social networks, physical
shared spaces, game places, objects, devices etc: Often called Alternate Reality Games this is where highly social and collaborative behaviour by fans and puzzle
solving creatives travel through a web of story – some made by the TV show producers much enhanced by the participatory audience.



What is Driving
Social TV?



Itʼs not about the new tech!

eg: Slipstream Single Screen Social TV



Itʼs not about the new gadgets!

Two screen synch growth

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.
Smartphone capability
ABI Research



Itʼs deﬁnitely not about the content pipes shifting linear video!



Itʼs because former audience wants to be ʻlistened toʼ

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)



They want to share experiences - especially TV events



They want to share experiences - especially TV events
X-Factor Effect - nearly 2% of ALL twitter trafﬁc on Sun/Mon eves



It’s about being recognised, the ‘I am Here’ effect!
e.g.: GetGlue. 1 mill users March 2011

ht http://www.lostremote.com



But ʻpassiveʼ prime time audiences are getting old
Average primetime viewer hits 51 in 2011

Wall St Journal March 2011

http://online.wsj.com/article/SB10001424052748703559604576174983272665032.html


UK audiences, youth behaviour driving Social TV?

Child Wise survey of 2,445 children between the
ages of 5 and 16

80% + used internet "on demand" television
services

Visited Facebook in the week before the survey ?
•36% of 7-10-year olds
•71% of 11-12-year-olds
•85% for 13-16-year-olds
97% from the age of 11 have their own mobile
phone and 2/3 use them to access the internet



Australian audiences, youth behaviour driving Social TV?

Australian Nielsen Online Consumer survey of
5800 internet users - 77% of respondents saying
they “juggled at least 2 forms of media at once”
especially the potent mix of TV & web (tablet,
smartphone, laptop)

When people did two-screen,
65 per cent said the internet
had most of their attention,
with only 14 per cent saying
the TV did.
http://www.personalizemedia.com/10-reasons-public-multi-platform-funding-is-broken-ways-to-ﬁx-it/



What is the value for
the users



From Social Media - Emergent behaviour eg: back channel



Users create new forms - gamers ﬁlming live, real time audience and back channel



Some services already recognise the importance of enabling
social activity around their programming

XBoxLive - an already existing online community that can
bring their ʻenergyʼ 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



enabling
Gamiﬁcation



Level 1? Check-In Companies ʻGate-Crashingʼ the Back Channel Party?
minor gamiﬁcation - points, loyalty, leader-boards, conversation etc:

Clicker Media
CoincidentTV Philo
IntoNow GetGlue
Tweet-TV ClipSync
Miso
Yap.TV
Vualla
Facebook TV
Tuner sh Starling

theChanner
Show Rater
Moki.TV Bunchball



Gamiﬁcation 1 - In-Show & In-Story 2 Screen Synch



Gamiﬁcation 2 - Real time personal participation & inclusion

Cult TV - iEmmy Award winner

Prototype L Word enhanced TV
Line producer - G Hayes



Gamiﬁcation 3 - Living the story roles around the show

Warehouse 13 "part The X-Files, part Raiders
of the Lost Ark and part Moonlighting.
The series follows United States Secret Service
Agents Myka Bering (Joanne Kelly) and Peter
Lattimer (Eddie McClintock) when they are
assigned to the government's secret Warehouse
13, which houses supernatural "artifacts". It is
located in a barren landscape in South Dakota,
and they initially regard the assignment as
punishment. As they go about their assignments
to retrieve missing Warehouse 13 artifacts and
investigate reports of new ones, they come to
understand the importance of what they are
doing
http://www.gloto.com/



Gamiﬁcation 4 - Connecting live users to the show



TV Gamiﬁcation 4 - Connecting live users to the show

Fans tweeted things for the actors to do and see
where they were in real-time.

The viewers are also going to be able to track the teams
in real time while theyʼre investigating.

The banshee button allows viewers at Syfy.com to
monitor some of the cameras around the site, and
contribute if they see anything unusual while the actors
are investigating.

This web feature was so popular that it trended on
Twitter during the broadcast and overwhelmed NBCʼs
servers.



TV Gamiﬁcation 4 - Connecting live users to the show




Gamification 5 - Users BECOME roles in the show
http://www.theatrics.com
Theatrics is in the entertainment space, specifically online/Internet based content. This is a brand new market
category called Mass Participation Television. It is a blending of the technology and entertainment industries.

Online Entertainment Company Raises $1.3M; Launches Beckinfield, a
sci-fi web series in which anyone can create and play a character


Mass Participation?

Beckinfield.com is the world’s first online Mass Participation Web Series in which
anyone can create and play a character, build an audience and collaborate on
storylines through social media.
In the story, the tenth-grade English class has begun a project to get residents of the
fictional town of Beckinfield to create video diaries.
When you become an Actor, you'll create a character who lives in Beckinfield. You will
get weekly emails with storylines of what is happening in the town and then create short
videos about your life there that become part of the grand story of Beckinfield.
Anyone can watch the story of Beckinfield unfold by simply watching like a TV show or
jumping from character to character in order to experience the story from every angle



Gamiﬁcation 6 - Users are the show

Life in a Day (24 July 10)
Crowdsourced doco by Ridley Scott.

•Total number of submissions 80,000
and representing 197 countries, in 45
different languages. 4 600 hours
•If your footage is in the finished film
will be credited as co-directors
•20 of these contributors will go to the
2011 Sundance Film Festival



What it means when
creators enable
conversation
gamiﬁcation
personalization



Some beneﬁts for Content Creators

1 Appointment to view
2 Understanding your users tastes better
3 Measuring them properly
4 Growing audiences users
5 Generating loyalty & retention
& much more...



But respect your users - users sensitive to ʻfriend spamʼ misuse



Respect your users in ʻCalls for Contributionsʼ
It needs to show the show creators ʻreallyʼ want & are passionate about getting it!

e.g: First Australians
Barrier to entry?
Use presenters & show
formats that respect
user involvement




Respect your users in ʻCalls for Contributionsʼ
It needs to show the show creators ʻreallyʼ want & are passionate about getting it!

Fanisodes “People Powered Entertainment”
In 2006 Showtimeʼs ʻL Wordʼ have allowed viewers to write the episode
Ratings went up by 51%
The site logged 175,000 visits and over 3,000,000 page views.
“After seven exciting rounds,
1,258 scene submissions and
over 124,000 votes and 30,000
comments, almost 20,000
L Word fans have collectively
created the worldʼs very ﬁrst
Fanisode”



Measurement 2.0 - To boldly go where measurement hasnʼt been before

65 000 tweets when
American Idol airs & 10k
per day when off. 65%
female too! AdAge

http://adage.com/article/the-media-guy/evidence-american-idol-back-baby/226959/



Play-along with The Million Pound Drop
Tune in every night when the show is on
Channel 4 and visit the website right
here at channel4.com/drop to play the
game. When Davina asks the TV
contestants a question, you'll also get
the chance to answer that same
question via your computer. Can you
make it to the end of the show without
losing all your money?

See if you can beat the TV contestants
and new for this series, you'll be able to
play against your friends via Facebook.

The play-along game is just for fun, free
to play and is only available when the
TV show is live

1st series 4.5%
2nd series 8.6%



Monetizing - The Participatory Video Ad

Participatory Video Ad (PVA. Associated with Social TV, Social
Interactive TV.) - A PVA is an actual video ad that consumers can rate,
share information concerning and otherwise comment about. These give
advertisers the ability to measure and view, in real time, user's attitudes
towards the ad as well as the product/service itʼs describing. Gaming
vendors and movie studios are two of the entities that have used them.
http://www.itvdictionary.com/deﬁnitions/participatory_video_ad_pva_deﬁnition.html



Summary - As creators of social TV 2.0 services you
need to be clear of your Goals & ROIs

•Build community & loyalty to show/channel
•Respect the users values & needs

You do this in three ways - by enabling

1.The Conversation of TV - (back-channel, recommendation & community)
2.The Gamiﬁcation of TV - (playful, engaging & participative
3.The Personalization of TV - (users contribution, relevant & their stories)




THANK YOU Qs?

& again these slides available at

slideshare.net/hayesg31



Traditional broadcasters & ﬁlm distributors
new mandate: not just about
GROWING AUDIENCES
it is about

CONNECTING with
TRUSTING PARTICIPATORY
CO-CREATORS
in ʻalteredʼ TV environments


EXTRAS
not presented



Title



Players embedded in the show - eg: Sleuths



Title

The future is about unique Social TV experiences that
integrates the audience as users and at the same
time truly extends the format of the TV show.

To do this producers must be clear about:
•GAMIFICATION (The actual interactive mechanic)
•UTILITY (How useful & valuable it is)
•SOCIALIZATION (Why it promotes social)
•PERSONALIZATION (What elements are about them
vs about the broadcasterʼs property)

Key features should also be revealed:
• Is this a single or two screen synchʼd service
• Live (real time) or asynchronous aspects
• The value to a community of interest



Title

TURN THIS INTO TWO FORCES
What is TV?
•The device or screen?
•The distribution channel?
•The form, types of programmes?
•What is that form? “Popular, often live, linear video or
something far more social & interactive?”
•What is Social Media?
•The devices?
•The channels (YouTube, Facebook)?
•Or is it actually participating in conversation...?
•THEREFORE WHAT IS SOCIAL TV?
•Conversation & participation around popular linear
video?



Title
Digital Clarity survey March 2011 of 1,300 British mobile internet users < 25

80% used Twitter, Facebook or other mobile apps to actively comment on TV shows and
chat with their friends as they watch.

Of those services used - Twitter 72% Facebook 56% Other Mobile Apps 34%

•fun - 34%
•more interesting 32%
•about community 42%
Typically popular shows in UK "X-Factor," "Skins," "Glee," "Coronation Street" and
"Eastenders"

US Nielsen / Yahoo study - 86 percent of mobile internet users choosing to
communicate with each other in real time during broadcasts



Title

SYNCH TECH WILL DRIVE SOCIAL TV
Yesterday 15 April - The Application Store (TAS) and Snell have won the
Superior Technology Award at National Association of Broadcasting (NAB)
convention and exhibition, held at the Las Vegas Convention Centre (the largest
broadcasting technology show in the world) with TAS's "ScreenToo"
multiplatform TV application.

http://www.applicationstore.co.uk/engage#screentoo



Title

http://www.alittleb.it/portfolio/mtv-my-chart/



Title

Major UK broadcasters and production companies are creating TV formats that tap into the growing popularity
of Facebook, Twitter and Foursquare - will allow broadcasters such as ITV and Channel 4 to attract new
advertisers, as well as generate revenue from consumers.

BUT

ʻTV formats are created and then the mobile interactivity is built to ﬁt the showʼ Ben Cusack, Mobile
Interactive Group:

http://www.marketingmagazine.co.uk/sectors/mediaentertainment/article/1043936/
Broadcasters-build-TV-shows-around-apps

Loyalize Drives Audience Participation During Any Broadcast or Live Event: Sports, TV, Concerts,
Politics...reaches consumers on the phones and tablets they're already using, during the shows and events they
are already watching and talking about. With Loyalize, consumers socialize, compete, share, shop, and discover,
all while winning badges and points they can redeem for real rewards.



Title

ABC Social: Episode Commentary.

allows people to add commentary
tracks to any ABC episode



Title

Cliqset for Boxee, an exciting new
way to share and interact with
your friends and the entire Boxee
community while youʼre 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
theyʼre listening to or watching
with other Boxee users or friends
on social networks like twitter,
facebook



Title

Audiences being social and
embedded in the TV show!
MOPA TV / Sleuths / No 1 Star
Partnering with RDF Digital USA, Sleuths will be the first television show in the United States to let audiences
become part of the storyline. "mobile participation television"

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


The Gamification of Social TV Inspiring the stories of tomorrow

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