SOCIAL TV T V T V TV TV TV TV TV Presentation Maria- Candia Chardalia
From the very beginning… ….TV was a social tool A REASON FOR Next-day conversation theme Society awareness Family gatherings
Defining the term SOCIAL TV•IS a system of integrated communication and social interaction relating toTV content.•INCLUDES a second screen (usually a mobile or tablet) that enables real-time interaction: voice communication, text chat, video-conference, recommendations, ratings.•RESULT: audience generates content and data.•IS in the top 10 of the most emerging technologies (according to MITTechnology‟s Review-2011)•UPDATED NEWS. Launching Nielsen – Twitter TV rating (A syndicated-standard metric around the reach of the TV conversation on Twitter, slatedfor commercial availability at the start of the fall 2013 TV season)•FUTURE. According to the report of research firm MarketsandMarkets, themarket of STV is being expected to grow from $151.14 billion this year, to$256.44 billion by 2017.
Breaking downSocial TVto itscore elements Visibly Engaged Audiencegathering around TV content
That is why smartphone owners lead the way in «connected viewing» experience
The Benefits of SOCIAL TVTV has stopped treating its consumers as “viewers” and has started treating them as “witnesses” For single user, it can Show TV channel List and list TV programs, providing program details, marks, prevue and so on. Personal favor setting, such as channel, program, program type and so on. Notification setting for a program and favors. Provides a sense of community and instantaneous debate For social purpose, it can help users to Mark a TV program Add comments to a TV program and list others comments Take Like / Unlike action to a comments List what people around you are watching and saying Make friends with others List which channel a friends is watching Recommend TV programs to friends List friends recommendation List TV programs that your friends often watch Send messages to friends
The Cons of SOCIAL TV- Difficult for TV producers to select the best„tweets‟ in a fast, live television show. Τhereforequality is sometimes compromised.- Can be distracting from what is actually goingon in the TV show- Can be annoying
SOCIAL TV Post- it According to Nielsen’s Q1 2012 report almost 90% of Smartphone and Tablet owners use their devices while watching TV; about 40% do so daily and over 60% do so several times a week. Conclusion: you can‟t talk about SocialTV without the context of mobile which is where the greatest innovation will happen outside of the box. SocialTV is currently comprised of content discovery and companion apps– think a better remote control or check-in and chatter–as well as analytics applied around TV content There are hundreds of companies chipping away at pieces of this space but only a few are top-of-mind brands–Miso, Get Glue, IntoNow, Viggle, TrendRR, Bluefin and a few network offerings were like USA Chatter and HBOGo–mentioned at the conference of Hollywood insiders and Execs For consumers, the opportunity to engage with families, friends and networks may unlock the social aspects of SocialTV and usher in the return from our Entertainment or TV room to the Family Room
The General Context a.k.a. The Bigger PictureSystem’s Evolution processing…FROM:THISCURRENTSTATUS
Setting an example DEGRASSI (TV SERIES) (a canadian show about six young performersstriving for stardom in Hollywood) has done what most teenshows can‟t do. Dawson’s Creek made it six seasons. OC -five and a half Gossip Girl is coming to an end this year.On the other hand, Degrassi in 2013, will air its 12th season.NOTE: The canadian teen drama show began broadcasting 1979.
How an old show learned new tricks• Social TV has been a part of the show‟s mix since 2000• Following strategy… “Degrassi.tv, is an interactive web community where fans could interact with characters, have their own virtual locker and chat on forums about topic issues that they were face”• They invested in creating official character social accounts (not just show accounts) and then finding ways to integrate them into story lines.• Devotion to one-on-one communications with fans both online and offline.
The Degrassi AppAvailable on iPhone, iPod Touch and iPad, this relationship-focused game lets usersexperience living the life of a Degrassi Community School student on their smartphonescreen. Players create custom avatars and navigate the treacherous waters of being ateenager in this „Choose Your Own Adventure‟ game, interacting with characters and makingchoices that can make or break their popularity. As they work their way through each of thesix episodes, players earn points that they can spend in the Degrassi store and unlock bonuscontent like mini games, blooper videos and cast photos.Twitterfor insider details on all things Degrassi:@Degrassi – the official MuchMusic account (32,000 followers)@stephenstohn – Degrassi‟s Executive Producer (21,000 followers)@anniejclark – Degrassi actress (67,000 followers)@lukebilyk1 – Degrassi actor (117,000 followers)@drake – former Degrassi actor (9,425,000 followers –Fans can also easily follow current Degrassi characters (and the actors that play them)directly from the show‟s official MuchMusic page and share their favorite moment with thespecial hashtag #DegrassiMoment.TumblrShares animated gifs of onscreen drama (with character quotes, of course!), behind thescenes cast photos and answers to fan questions.
Also, throughengagement withDegrassiDashboard onmuchmusic.com,where they haveaccess to thenumber of peoplesuccessfullycompletingmissions,triggering badges,rewards, and timespent on thecontent withinDegrassi pages.
• The connectivity between all the digital offerings will enhance the value of fan engagement and the brand.• The dashboard will track points gained through engaging with the broadcast (i.e. live tweeting the show), and online properties (i.e. reblogging photos from the official Degrassi.tumblr.com account, sharing Degrassi blogs from MuchMusic.com).• The Degrassi dashboard will be hosted on Muchmusic.com/Degrassiand the Degrassi Chat App. The dashboard will act as a hub to connect all existing Degrassi properties, while providing rewards and points for engagement.
TV eraThe end of the beginning or the beginning of an end …?