Presentation at Cross Media Cafe in April 2011 about real time second screen interaction with TV shows

1. Second screen als nieuw media format
E jeroen@exmachinagames.com T @jeroen020

2.  HQ in Amsterdam, US office in San Francisco
 Customers & partners in entertainment & brands
 TV + Social Media + Games = PlayToTV

3. Ex Machina 2010

5. 1988
The „Henny
Huisman Effect‟
is a situation
where the
national phone
system grinds to
a halt due to a
sudden, massive
amount of phone
calls.

6. 1996
Participation TV
Multi Billion$
industry for
Broadcasters, TV
production
companies,
aggregators &
Telco‟s
Set the standard
for premium IVR
and text
messaging

7. 1999
Big Brother
Making headlines
worldwide
Interactive voting
via SMS and IVR
2008: broadcast
in 32 countries,
320 million
viewers

8. "The old adage that TV is a lean-back
experience compared to lean-forward
web surfing no longer holds true, our
research shows that increasingly
people are doing both simultaneously.”
Ivan Ristic, Diffusion
Ex Machina 2010

9.  “Mainstream TV viewing, more and more, they have a device
in their hand (…) when „Glee‟ starts, tweets per second shoot
up 100 times and stay that level until the show ends.” (Twitter
CEO)
 “We may extend Facebook Places to TV check-ins” (Facebook
VP EMEA)
 “Everyone says that social television will be big. I think it‟s not
going to be big — it‟s going to be huge. (…) It‟s going to
change the landscape of the industry.” (Endemol Group CEO)
 “People's appetitite for live, shared, communal experience is
actually more voracious than ever...” (ITV CEO)
Ex Machina 2010

10. Multitasking NL
“(…) prime time
televisiekijken (…)
is de computer de
belangrijkste
nevenactiviteit met
surfen, e-mailen
en het gebruik van
social media.”
Bron: SKO

11.  TV
◦ Proprietary operator boxes („Red Button‟)
◦ Connected TV, Boxee, Apple TV, Google TV, Xbox, …
 Laptop
◦ Browser
 Smartphone
◦ Browser, apps
 Tablet
◦ Browser, apps
Ex Machina 2010

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14.  TV is an event
◦ Live > linear > on-demand
 Artificial scarcity
 Episodical content
 Game mechanics
◦ Collect, earn points, get feedback, exchange, customize
 Real time sync, real time multiplayer
 Rewarding loyalty and achievements
Ex Machina 2010

15.  December 2010, 90
minutes, pre-recorded
 About 800K viewers
 Features: Real Time Q&A,
Predictions, Bonus
Questions, Post to
Twitter/Facebook
 >1% participation rate
Ex Machina 2010

16.  Call To Action hugely important
 Bonus questions overlooked
 HTML5 rules
 The power of iPad: 12% of users
 Experienced internet users (FF,
Chrome)
 (Pre-)registration not important
Ex Machina 2010

17.  Semi-final & final, January 2011, 120 minutes, live
 Features: live rating (personal / national), post to
Twitter/Facebook
 Website takeover „widget‟
 About 3 Million viewers
 >26.000 ratings/episode
 Live production console
Ex Machina 2010

18. Ex Machina 2010

19.  Accurate prediction of finalists
 Talent doesn‟t look at the clock
 CTA: TV explanation tripled users
 7% iPad, 7% smartphones
 Tweak rating algorithm & controls
 Embedding vs destination
 Friends friends friends
 Twitter, facebook integration
Ex Machina 2010

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27.  Launch quick & iterate
 Metrics, metrics, metrics
 Pilot, episodes, seasons
 Artificial scarcity works
 Make the moment matter
 Interaction over form
 Balance show-specific features and generic social
networks
Ex Machina 2010

28.  A TV is a TV, not a computer
 Register optionally & at any moment
 Support all screens
 Be careful with apps
 Sync: live, schedule, on-demand/auto
 Make technology invisible but make it scale
 Say it loud, say it often, say it proud!
 2% Conversion is very doable, 10% achievable
Ex Machina 2010

29. PlayToTV
 Social network integration
 Poll, Rate, Vote & Predict
 Q&A/Quiz/Trivia, Info push
 Chat & Twitter aggregation
 Stars (achievements/badges)
 Advertising interaction
 Product placement
 Skill & sweepstakes
Ex Machina 2010