Social TV presentation on IBC 2008 conference

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Also see See http://www.tno.nl/connectv
My colleague Omar Niamut and I worked on a presentation that he gave on the IBC 2008 about our social TV pilot (connectv)

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Social TV presentation on IBC 2008 conference

  1. 1. LARGE-SCALE USER TRIAL SHOWS VIABILITY OF SOCIAL EXPERIENCE-SHARING TV SERVICES IBC 2008, RAI Omar Niamut, Martijn Staal, Hans Stokking, Erik Boertjes, Jente Klok and Sven Schultz
  2. 2. Social TV Next-Generation Digital TV Now… Next… More channels More of the Interactive TV same…? Play along… Delay TV when I want to… Social TV with friends… Higher quality 2 17-9-2008
  3. 3. Social TV Social TV – a viable service? Now… Next… Social TV More channels More of the same…? Are these viable services? Higher quality 3 17-9-2008
  4. 4. Social TV Large-scale user trial shows viability of social experience-sharing TV services A field trial with > 50 participants showed that • Social TV allows viewers to feel more connected • Social TV enables viewers to find other channels • Social TV can be used with the push of a button 4 17-9-2008
  5. 5. Social TV Social TV connects and enables • Nowadays, watching television has become an individual experience • Social TV allows you to share your TV experience with others, even if you are separated in location and time…! • The number of channels is growing exponentially and it becomes more difficult to find content • Social TV enables you to find content with the help of your friends and family…! 5 17-9-2008
  6. 6. Social TV Social TV at the push of a button • This is not Joe Average in front of his TV… This is! • Can social TV start by using only the remote control…? 6 17-9-2008
  7. 7. Social TV What is the viability of Social TV? • To which extent does social TV change viewer experience? • To which extent does social TV affect the viewer behaviour? • How can social TV services be commercially exploited? • How can social TV services be leveraged? 7 17-9-2008
  8. 8. Social TV Large-scale field trial • One of the most extensive field trials of its kind Set-up • tested in >50 households • 9 groups with 4-10 interrelated friends Enschede • from July - October 2007 Functionality added to regular TV Determine the • View buddy list future of television Together with TNO • Send recommendations • Share remote control • Zap to most popular channel Measurements • Online surveys • Logging 8 • Experience sampling 17-9-2008
  9. 9. 1. zap to channel that your buddy is watching 1. zap to channel that your buddy is watching 2. recommend current channel to your buddy 2. recommend current channel to your buddy 3. invite your buddy to follow you 3. invite your buddy to follow you 4. ask your buddy if you can follow him/her 4. ask your buddy if you can follow him/her following = co-surfing, i.e. buddy A follows following = co-surfing, i.e. buddy A follows buddy B’s channel change behaviour buddy B’s channel change behaviour 9 17-9-2008
  10. 10. II am watching RTL4. Would you like am watching RTL4. Would you like to switch to that channel too? to switch to that channel too? (Yes/No) (Yes/No) 10 17-9-2008
  11. 11. Indications that a buddy watches the same Indications that a buddy watches the same program as you program as you 11 17-9-2008
  12. 12. Experience sample: Experience sample: Why did you open the buddylist? Why did you open the buddylist? 12 17-9-2008
  13. 13. Social TV Social TV changes viewer behaviour and experience • Social TV changes behaviour • Buddy list (2.3 x per TV session) • Recommendations (47% accepted) • Watching together (89% accepted) • Social TV increases sense of connection (40%) and stimulates phone/SMS communication • Social TV can be used with remote control (60%) 13 17-9-2008
  14. 14. Social TV Participants value Social TV services Results and quotes from survey: • 20% of users say that they watch other channels • 50% of users want to use improved version with communication • 50% of users do not mind advertisements “It is not an “Nice add-on to television.” “Knowing what my intrusion of my friends are privacy. I actually watching is fun.” learn to know my “Although a few bugs, friends better.” it is a nice service.” “Where is the chat- “Set-up of the “No added value functionality? If a service is good for what I’m willing buddy is online I want but still very to pay money.” to chat with him.” limited.” 14 17-9-2008
  15. 15. Social TV Commercial exploitation of Social TV services Upgrade Social TV related services stimulate Premium up selling & reduce churn Social TV stimulates the use of other (premium) services Social TV opens up new channels for 15 advertising Advertising 17-9-2008
  16. 16. Social TV Leveraging Social TV with Next-Generation Networks • Social TV must be realized in Next-Generation IPTV networks • IMS enables combinational services with Presence, IM, Voice and TV 16 17-9-2008
  17. 17. Social TV TV at TNO • TNO Information and Communication Technology (ICT) is a 350-employee not-for-profit Dutch research institute. • One of TNO’s focus points is innovation in television and interactivity. TNO contributes actively to OMA BCAST and ETSI TISPAN standardization of interactive mobile TV and IMS-based IPTV. Dr. Omar Niamut TNO Information and Communication Technology www.tno.nl Dept. Multimedia Technology : P.O. Box, 2600 GB Delft, The Netherlands ℡: +31 6 519 162 42 : omar.niamut@tno.nl : www.tno.nl, search for quot;ConnecTVquot; 17 17-9-2008
  18. 18. Thank You! Omar Niamut, Martijn Staal, Hans Stokking, Erik Boertjes, Jente Klok and Sven Schultz

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