Sharing the viewing experience through second screens
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Sharing the viewing experience through second screens

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Despite the ever expanding forms of digital entertainment and the ...

Despite the ever expanding forms of digital entertainment and the
emergence of consumer recording facilities, allowing viewers to
time shift their TV viewing habits, there are still certain TV shows
and events that create an audience desire to be part of a mass
shared experience. In the past direct inter-audience interaction of
such events has been restricted to either a shared location at the
time of broadcast or later discussions amongst friends and
colleagues often described as ‘water cooler moments’. With the
advent of online social networks that facilitate status updates these
moments can be instantly shared in real-time using mobile phone
creating a second screen for interaction with TV. In this paper we
investigate the emerging role of mobile phones as the facilitator of
second screen for TV. This is achieved through the analysis of
tweets for a highly popular UK TV show the X Factor and
comparing tweets from this show with other shows from a
different format. The results highlight the rich source of
information that can be extracted in real-time and how audiences
are creating their own parallel narrative of the show through
Twitter. This interaction has enormous potential for broadcasters
and producers both in terms of reinvigorating live TV viewing and
creating new forms of audience interaction.

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  • .\n
  • - 1960’s traditional living room.\n- A TV in a living room is considered a shared experience.\n- Discussion around the TV are shared with everyone in the room.\n\nname of photo: Family watching television, c. 1958\nphoto by: Evert F. Baumgardner\nsource: National Archives and Records Administration.http://web.archive.org/web/20071226081329/teachpol.tcnj.edu/amer_pol_hist/thumbnail427.html\n
  • - These discussions often take place in the work place, where people stand around the water cooler and discuss last nights TV entertainment. Termed ‘WaterCooler moments’.\n\nphoto from: protectedtomorrows.com\n
  • - 85% of TV programmes are viewed at the time of broadcast.\n- Only 15% of TV programmes are recorded on DVR, 49% of which is viewed on the same day it was recorded. so they can join in on the watercooler moments the next day at work.\n- Typical shows that are pre-recorded are sci-fi, drama & sitcoms. \n- Other TV show formats for examples live events, reality shows, competition shows etc create a greater real-time social buzz thus viewed live.\n \n\n
  • - Until recently there has been little opportunity for broadcasters to engage with their audiences due to limitations in broadcast technology.\n\n- Red Button, Phone calls and SMS have addressed this to some extent. However it doesnt provide any means for inter audience interaction. \n\n\n
  • - 88% of Americans are reported to multitask on their mobile devices whilst watching TV. The most common uses are:\n- searching for related information on a TV programme they are watching, \n- visit social network sites \n- browse products seen in TV ads\n
  • - How is this achieved.\n
  • .\n
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  • .\n
  • .\n
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  • .\n
  • - Announced at MWC 2011 by Dick Costello.\n- Notably this number is increasing year on year.\n
  • - Announced at MWC 2011 by Dick Costello.\n- Notably this number is increasing year on year.\n
  • - looks at the impact augmenting a mobile device as a second screen to embrace TV shows that present a more visual spectacle and examines whether this changes the influence on Twitter. \n- Twitter Streaming API\n- To monitor the hashtag for TV shows\n- these shows include...\n
  • News, Dramas, Reality, Sports, Awards & Competitions (Dancing and Singing)\nThe X Factor 2010 - very popular saturday and sunday night television.\nX Factor 2011 UK and US.\nMonitored over a 2 week period.\n\n
  • - The live shows represent the most significant periods of activity and increases in activity during early evenings.\n- This is consistent with previous studies of general usage of the Internet at home.\n
  • Inter-Audience discussions running in real-time alongside the TV show.\n
  • by collecting we were able to:\nanalyse on-going discussions in which the audience creates their own narrative for the show.\nhighlight key points within the show.\nmake predictions based on the tweet data alone.\n\n- Categorising the sources of tweets into MOBILE, NON-MOBILE and MIXED (explain).\n- Although similarities were found within the Twitter stream and phone voting in the majority of cases, anomalies still occur suggesting there are differences between the online communities and those who are sat back watching the TV using their phones to vote. \n
  • - 92% of mobile internet users interact with their mobile device or tablet whilst watching tv.\n\n
  • - 92% of mobile internet users interact with their mobile device or tablet whilst watching tv.\n\n
  • - 92% of mobile internet users interact with their mobile device or tablet whilst watching tv.\n\n
  • - 92% of mobile internet users interact with their mobile device or tablet whilst watching tv.\n\n
  • - 92% of mobile internet users interact with their mobile device or tablet whilst watching tv.\n\n
  • Monterosa is the UK’s leader in Second Screen Social television\n\nCome dine with me.... viewers get to score contestants and share discussions amongst one another.\n
  • Monterosa is the UK’s leader in Second Screen Social television\n\nCome dine with me.... viewers get to score contestants and share discussions amongst one another.\n
  • The Code was a documentary about maths in the world around us.\n\nHidden in the show were clues to a treasure - you didnt have to watch the program to get the clues but you would have had to visit the shows website. The clues then allowed the viewer to crack the code (a competition that has been won by a guy from Bleckley Park). \n
  • Created by the BBC as a pilot to test second screen ‘companion apps’\n\nFrozen Planet\n\nA new and exciting way to experience documentaries\n
  • - guess the value of the antique items brought in by members of the public for valuation.\n- reveal the meta-stories that lie behind the items.\n- the companion app is being developed for multiple platforms including mobile devices, tablets, and desktop PCs. \n- there is also a version of the play along on BBC’s Red Button.\n
  • Categorise the social second screen space \n\n- simple play along - XFACTOR ‘TAP TO CLAP’\n- synchronised activ8\n- gamified applications - HEINEKEN ‘STAR PLAYER’\n\n\n
  • - Twitter is being used increasingly as a service for real time inter audience interaction for TV.\n- Are they watching the TV together or are they communicating to 1000s of other people at the \nsame time?\n- Mobile is already the dominant second screen for TV - not just for a means of changing the channel, but for creating forums for inter-audience interactions.\n\n- Therefore it is important for broadcasters and produces to understand these forms of interaction to create new forms of interacted TV. \n
  • - Twitter is being used increasingly as a service for real time inter audience interaction for TV.\n- Are they watching the TV together or are they communicating to 1000s of other people at the \nsame time?\n- Mobile is already the dominant second screen for TV - not just for a means of changing the channel, but for creating forums for inter-audience interactions.\n\n- Therefore it is important for broadcasters and produces to understand these forms of interaction to create new forms of interacted TV. \n
  • could we (the viewers) be the nth judge?\n
  • \n

Sharing the viewing experience through second screens Sharing the viewing experience through second screens Presentation Transcript

  • SHARING THE VIEWINGEXPERIENCE THROUGHSECOND SCREENSMark Lochrie@marklochrie Banksy
  • DVR v LIVE TV
  • RETURN TO CHANNEL View slide
  • TV AND MULTITASKING View slide
  • VIEWER ENGAGEMENT ACTIVITY INCREASEWHILST THE SHOW AIRS
  • 2-10XVIEWER ENGAGEMENT ACTIVITY INCREASEWHILST THE SHOW AIRS
  • SOCAIL MEDIA
  • SOCAIL MEDIATO DRIVE TV VIEWERSHIP
  • SOCAIL MEDIATO DRIVE TV VIEWERSHIPHASHTAGS
  • SOCAIL MEDIATO DRIVE TV VIEWERSHIPHASHTAGS FOLLOW ME
  • SOCAIL MEDIATO DRIVE TV VIEWERSHIPHASHTAGS FOLLOW ME LIVE TWEETING
  • SOCAIL MEDIATO DRIVE TV VIEWERSHIPHASHTAGS FOLLOW ME LIVE TWEETINGSHOW APPS
  • SOCAIL MEDIATO DRIVE TV VIEWERSHIPHASHTAGS FOLLOW ME LIVE TWEETINGSHOW APPS CLOSED CAPTIONS
  • SOCAIL MEDIATO DRIVE TV VIEWERSHIPHASHTAGS FOLLOW ME LIVE TWEETINGSHOW APPS CLOSED CAPTIONS VOTE-BY-TWEET
  • 40% OF ALL TWEETSCOME FROM MOBILE
  • TWITTER STREAMING API
  • NumberofTweetsperhr 0" 500" 1000" 1500" 2000" 2500" 3000" 3500" 4000" 1:00"AM" 1:00"PM" 1:00"AM" 1:00"PM" 1:00"AM" 1:00"PM" 1:00"AM" Semi0final"Week" 1:00"PM" Final"Week" 1:00"AM" 1:00"PM" 1:00"AM"SEMI FINAL & FINAL WEEK 1:00"PM" 1:00"AM" THE X FACTOR 2010 TPS 1:00"PM"
  • THE X FACTOR 2010TWEET NARRATIVE: THE FINAL
  • TWEETING PLATFORMSMOBILE, NON-MOBILE & MIXED
  • NEW
  • NEW DEVICES
  • NEW APPLICATIONS
  • NEW INTERACTIONS
  • SECOND SCREEN
  • SECOND SCREEN
  • PLAYING ALONG WITH MAINSTREAM MEDIA
  • ENHANCING THE JOURNEY
  • PLAYING ALONG FOR FUN!
  • NEW EXPERIENCES
  • COULD WE BE THE NTH JUDGE?
  • Mark Lochrie@marklochrie