Social TV presentation for Digital TV expert group

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See http://www.tno.nl/connectv
Social TV presentation for Immovator Digital TV expert group in May 2008.

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Social TV presentation for Digital TV expert group

  1. 1. The impact of Social TV on the television business Digitale TV expertgroep, 22 mei 2008 Martijn Staal, Michiel Peters Social TV Pilot 1 Context What is social Television? 2 User experience What is the effect of social TV on television viewing behaviour & experience? 3 Business Impact of social TV services on the TV business 2 1
  2. 2. Consumers have access to multiple content sources and content selection methods New content services Content selection tools 3 Social networks move into the living room “Tele2 brings social networksite Hyves to television” Webwereld, 6 february 2008 ? What is the impact of social networks on the TV business and the way how people are watching TV? 4 Objective: insights & experiences on social TV 2
  3. 3. Social TV Pilot 1 Context What is social Television? 2 User experience What is the effect of social TV on television viewing behaviour & experience? 3 Business Impact of social TV services on the TV business 5 TNO investigated the impact of using social TV within a pilot with 52 households • 9 groups with 4-10 interrelated friends • TNO provided media PC with ConnecTV application with social TV functionality • Period: September till November 2007 • Measurement of viewing behavior and TV experience of ConnecTV users • Measurement of experience, attitude and emotion with new research method 6 3
  4. 4. ConnecTV pilot functionality 1. 3. 4. 2. 5. 7 Few general impressions of participants “Changing of channels is slow, “Nice add-on to start-up is slow, only few television.” people are online.“ “Although a few bugs, “No added value for what I’m it is a nice service.” willing to pay money. “Knowing what your friends are watching is fun.“ “Set-up of the service is good but still very limited.” Where is the chat-functionality. If a buddy comes online I would like to chat with him. 8 4
  5. 5. Participants indicate a small change of viewing habits through the use of ConnecTV • 20% of the participants indicate that they sometimes watch different channels with ConnecTV • The log information also shows a small movement of viewed channels • “Most popular” button was rated as nice/useful by half of the participants • Status messages (‘Armin also watches this channel’) were rated as most useful functionality 9 Social TV may change the way people watch TV • Most popular functionality during the pilot: • Buddy list (2.3x per TV session) • Viewing tips (47% accepted) • Watching together (75-90% accepted) • ConnecTV stimulated communication via other channels (sms, calling, etc.) • Decrease of zapping behaviour (29% of total users) “It is not an intrusion of • 20% change in watched TV channels privacy. You actually learn to know you friends better. • More interactive services wanted (Instant Messaging, etc.) 10 5
  6. 6. Social TV Pilot 1 Context What is social Television? 2 User experience What is the effect of social TV on television viewing behaviour & experience? 3 Business Impact of social TV services on the TV business 11 Digital TV in the Netherlands > 95 percent of cable (DVB-C) coverage > 99 percent of telephony coverage DVB–T ~ 70% coverage DVB–S – 100% coverage Terrestrial Satellite 12 6
  7. 7. New interactive services will be important to keep ahead the competition from internet services Internet video services - Limited offer of TV Sustainable competitive channels Current advantages fade away - Limited quality TV services - Primarily for TV on PC, not in living room + Analogue & digital + Growth of interactive + Large user base services + Growth interactive services + New ways for finding + Quality content & HD & organizing content - Limited social functionality 13 TV business need to develop extra differentiated services TV SPs have an important role in social TV services TV SP has access to the needed connection with the TV platform TV platform TV SP can use social Advertising TV to stimulate other services Content Content TV service production aggregator provider Consumer Social TV provider TV SP can integrate social TV platform with STB systems & processes distribution TV SP can distribute TV SPs can use social TV in application on with extensive collection of settop boxes other’s and own content 14 TV SPs can fulfill most of the roles in the TV value web 7
  8. 8. Social TV services can generate multiple sources of revenues for UPC Upgrade Social TV related services can Premium stimulate upselling & reduce churn Social TV can stimulate the use of other (premium) services Extra: Extra: The use of social TV Insight formats opens up extra ways & targeted of advertising advertising 15 Advertising For optimizing the business case for social TV, scale and new revenue models are needed • TV business needs to be prepared for social TV • Join other existing TV & internet initiatives to maximize reach and strengthen the situation • Make social TV services useable for TV as well as other content. • Minimize barriers to use social TV • Work together to enlarge the reach for ConnecTV and maximize the network effect. • Search for extra revenue models that make the business case stronger (e.g. agreements with advertisers/broadcasters) 16 8
  9. 9. Thank you for your attention! martijn.staal@tno.nl 06-5191 6237 17 9

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