iMinds VillaSquare evaluation IBBT-SMIT

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

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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

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%

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%

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%

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%

And their mindset(s)
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INTERACTIVE
PARTICIPATORY
Discussion
Co-viewers
Information
Focus split over two screens
Parallel
Impact
Friends
Entertainment
Focus on first screen
Immersive

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
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And now for some mind blowing facts!

SNS influence
53% of VS-users agreed that if people talk good about a program on SNS, they will watch it.
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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
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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
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Happy viewing!
Contact
Ike.Picone@vub.ac.be
@ikepicone

iMinds VillaSquare evaluation IBBT-SMIT

by vrt-medialab

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