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iMinds VillaSquare evaluation IBBT-SMIT
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iMinds VillaSquare evaluation IBBT-SMIT

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  • The full study is available at the iMinds website. Let me not bother you with the methodological details or with the a great amount of dazzling graphs but with some key ideas coming forth oout of the study that we deem important or at least interessting for the future of interactive television.
  • Beyond marketinig research, nietenkel is het goedja of neen, maar breder. Villa who? VillaSquare!Meet the users (and their mindsets)Meet your future(s)Have yourself some mind blowing facts
  • Zeggendattijddodeentijdensprogrammavijfdelaag is + verandering in volgorde (eigennetwerk en medekijkers)
  • TV kijkenwordtalseenuitgesprokensociaalgebeurengeziendat in eenfamiliale context wordtbeleefd of indien gemedieerd (via bvVillaSquare) met eengeslotengroep van vrienden. Interesse in de berichten van medekijkers is sterkaanwezig maar de betrokkenheid op de bredere community van medekijkers is beperkt en de wens om in dialoogtetreden met die bredere community is grotendeelsafwezig.
  • Segment van toegewijde Villa Vanthiltkijkers en actieveVillaSquaregebruikers die plezier en genoegenscheppen in de dialoogzowel met het programmaals met de bredere community van medekijkers.BijdezeVillaSquaregebruikersgaat het eveneensom het TV programma, maar het programmadientvooralomgedeeldeervaringentecreëren en thema'saantegeven, waaropdanverdercommentaarwordtgegeven, waaraankenniswordttoegevoegd,  waarovermeningenwordengeuit, waarovergrapjeswordengemaakt etc. DezeVillaSquaeregebruikershoudengraag de vingeraan de pols over waterleeftbij de medekijkers en aarzelennietom met dezemedekijkers in interactietetreden.
  • Segment van occasioneleVillaSquaregebruikers met eenvoorzichtige en/of zoekendeparticipatie op VillaSquare. Dezeparticipatiegaatgepaard met positieve attitudes en flinkedosisnieuwgierigheid, toch in tegenstelling tot segmenten 1 en 2 is eenduidelijkparticipatiepatroonnognietgevestigd.In vergelijking met segment 1 en 2 is ofwel de betrokkenheid ten aanzien van het programmaofwel de vertrouwdheid met nieuwetechnologiebeperkter.  
  • Segment van VillaSquaregebruikers die ofwelhebbenafgehaaktofweloccasioneelblijvenparticiperenvanuiteenduidelijknegatiefgemotiveerdehouding. Dezegebruikershebbengemeenschappelijkdatzezichduidelijkwensentedistanciëren van VillaSquare en/of het programma en zichzodoendeals 'anti-fans' opwerpen.Wanneerdezegebruikersblijvenparticiperen is ditbijvoorbeelduitverveling, omtespotten met het lageniveau van reacties op VillaSquare of omongenoegenteuiten.Afhakengebeurtomverschillenderedenen, eenbelangrijkreden is het zogenaamde 'lageniveau van reacties in de bredere community van medekijkers'.
  • Community based on personal bonds - Community based on shared interests
  • No universal second screen app/use!The cascade between watching, reading and commenting watching still existst
  • Transcript

    • 1. MediaSquare and the curious case of Villa Vanthilt
      Ike Picone
      Senior Researcher
      Ibbt-Smit
      12/10/11
      1
    • 2. First of all…
      Study report available on the VRT-Medialabwebsite
      12/10/11
      2
    • 3. Second of all…
      We do no market research.
      We do not hire consultants.
      12/10/11
      3


    • 4. 12/10/11
      4
    • 5. discuss VV with your ‘friends’
      discuss VV with co-viewers
      read co-viewers’ messages
      ask questions to Marcel, Marijke and/or guests
      Core = interactive TV platform
    • 6. Meet…
      The Watchowskys
      Part of: ITV-families
      Context:family watchers
      Use: fan watchers
      VS: active users
      Community: friend-based
      Contribute: hosts&guest
      Scope: entertainment
      Attention: focussed
      Platform: fb
      “Son, tell Marcel to offer Arno
      a dubble scotch…
      He’ll be back soon.” (laughter)
      Pop.: 11%
    • 7. Meet…
      Edward Speakoutsky
      IDcard
      Part of: TV-Commentors
      Context: diverse
      Use: dedicatedwatchers
      VS: active users
      Community: open + friend-based
      Interact: hosts&guest + coviewers
      Scope: information
      Attention: spread
      Platform: vs - fb - tw
      “@thewatchowskys actually, I
      met him in a bar once. His
      favourite drink is Cuba Libre!”
      Pop.: 31%
    • 8. Meet…
      Edda
      Findoutsky
      Part of: Explorers
      Context: diverse
      Use: occasional watchers
      VS: explorative users
      Community: not outspoken
      Interact: no clear pattern (+)
      Scope: curiosity
      Attention: no clear pattern (+)
      Platform: not outspoken
      “Hi everyone! I love Arno!
      Greetings from Edda!”
      Pop.: 40%
    • 9. Meet…
      Willa & Wilbur Notsky
      IDcard
      Part of: Anti-fans
      Context: divers
      Use: non-watchers
      VS: non-users
      Community: detached
      Interact: hosts&guests (-)
      Scope: dissatisfaction
      Attention: no clear pattern (-)
      Platform: not outspoken
      “Arno is a disgrace!
      As is this whole show.”
      Pop.: 18%
    • 10. And their mindset(s)
      12/10/11
      10
      INTERACTIVE
      PARTICIPATORY
      Discussion
      Co-viewers
      Information
      Focus split over two screens
      Parallel
      Impact
      Friends
      Entertainment
      Focus on first screen
      Immersive
    • 11. The future (of TV) will be…
      Diverse!
       Develop taking into account segment/program/genre…
      Interactive more than social
      • develop real-time interactive formats rather than social platforms
      A balancing act
       develop for one segment without teasing the other
      12/10/11
      11
    • 12. 12/10/11
      12
      And now for some mind blowing facts!
    • 13. SNS influence
      53% of VS-users agreed that if people talk good about a program on SNS, they will watch it.
      12/10/11
      13
    • 14. What kind of progams need VS?
      The Watchoskys: talk shows, news programs and news magazines
      The Spikoutskys: quizzes, stand-up comedy, music shows and sitcoms
      12/10/11
      14
    • 15. Why use a certain platform?
      64% because of its specific features
      28% because they’re used to it
      5% because of their network
      2% because of the quality of other comments
      12/10/11
      15
    • 16. 12/10/11
      16
      Happy viewing!
      Contact
      Ike.Picone@vub.ac.be
      @ikepicone