Presentación del proyecto de TV Aumentada de Bridge Mediatech y la CRTVG realizada en 31th CIRCOM Regional Annual Conference

1. bridgemediatech.com
mashtv.es
EL Logo
AugmentedTV
the responses to audience changes
a new experience driven to the viewer and an opportunity forTV Networks
Andrés Mazaira
amazaira@bridgemediatech.com
crtvg.es
“Any sufficiently advanced
technology is indistinguishable
from magic”.
Arthur C. Clarke, "Profiles ofThe
Future", 1961

2. EL Logo
Who we are
#1

3. The Laboratorio de innovación audiovisual de Galicia,
promoted by CRTVG, aims to be an open platform for networking
with diverse people, organizations or institutions for experimenting
with new media and new formats.
Through the laboratory theTVG and the RG has become on a great
test platform, that can be use by innovators projects from Galcian ICT
company and entrepreneurs.
We are
Who
Our tech platform permits create, develop and provide the new
experiences the current viewers are looking for: more complete,
interactive, personalized, participatory and integrated with their social
contacts, though a second screen whilst they watch television.
We build
AugmentedTV
A new way of watchingTV, more social, fun,
interactive and personalized;
focused on enhancing the viewer
experience, adapted to the preferences of
the current viewer,
That permits incorporate the new tv
viewing habits to theTV networks business
models
developing a new kind of relationships
between audience and the media
stakeholder (TV networks, content’s
producers, advertiser)… and
accommodate new players: big retailers,
apps developers, gaming ...
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is a galician company that has developed a
proprietary technology that allows to join two existing major media:TV
(and radio) and the Internet., synchronizing automatically a mobile device
connected to the Internet (laptop, smartphone orTablet) with theTV.
3

4. EL Logo
TV system stakeholders
#2
are changing…
4

5. TV is passive, doesn´t integrate the new habits of the digital citizens
(ecommerce habits, social networks, participation..) and dumb (it doesn´t
recognize viewer´s preferences bothering them with irrelevant proposals and
ads).
Viewers don´t have the opportunity to build their ownTV experience
(something particularly relevant in live programs).
They want to have a differentiated and personalized treatment and they don´t
like spam.
are tired of not measurable neither result-
oriented campaigns… they have a lot of
doubts about the robustness of the systems
used for measures the real audience of their
ads
CurrentTV has not managed to integrate
the sales moment (ecommerce),; what has
driven away fromTV many great retailers,
especially internet retailers
Advertisers
TV Networks
need new ways to relate to their audience., adapted to their new habits. CurrentTV makes very difficult to deliver the new
transmedia products necessary to build a stronger engagement of the viewers with their offer.
need to have differentiated treatment for the different viewers to increase their loyalty and for rethinking their business
model.
need robust and personalized data about viewer’s habits, insights and behaviors in front of theTV.
Viewers
TV has changed very little over
the last years and does not
meet the expectations of many
viewers.
want and need a new way for build
relationships one to one with their viewer/
customer
5

6. Spain shows a higher level of adoption of mobile devices connected
to internet than UE
Estudio Mobile Life deTNS, Junio 2012
6

7. mobile devices are intensively used to connected to internet
7

8. mobile devices that are intensively used…….at home
places where they connect to internet
smartphones
:V Estudio IAB Spain sobre Mobile Marketing:
places where they connect to internet
tablets
8

9. people use connected devices whilst they are watchingTV
Fuente: Estudio Mediascope Europe de IAB, Junio 2012
9

10. a trend that has a long journey considering the habits of owners of tablets and smartphones
and the growing number of intended users of this devices
(*) % porcentaje de propietarios de tablets y smartphones que utilizan dicho equipamiento mientras ven laTV al
menos varias veces al mes (Fuente: Nielsen (http://bit.ly/HhAoYA)
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11. EL Logo
The Response
#3
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12. we have
A property Automated Content Recognition system (ACR) via audio analysis that
identifies in 2 to 3 seconds whichTV channel (or radio) the viewer is watching (or
listening), and then synchronizes its TV (or radio) with his smartphone, laptop or
tablet connected to internet (our ACR allows to detect both live and recorded
programs).
developped
12

13. Automatic Content Recognition (ACR)
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+
Personalized
contents
Personalized
ad

14. Integrate it in
#4
our first beta
mashtv.com
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15. is a second screen multiplatform, built around
Bridge Mediatech´s ACR.
It permits to know, continuously, and
immediately, what is watching the viewer and
synchronizes a second screen withTV
Using the mashTV app, viewers could
access to additional information about the
programs, find out what their friends are
watching, chat with them, share their
opinions, check what people are saying at
social networks about the shows, get
customized contents (e.g. images taken by
the camera following Fernando Alonso
which are not being broadcast) or shop on-
line (e.g. buy Messi's boots when he scores).
Through the synchronized second screen, we can forward
to the user, in a personalized and non-invasive way,
additional contextualized information or ads from
products of their interest or redirect him/her to
ecommerce pages.
Behaviour data of mashTV users will be registered in
our database, allowing us to profile theirTV habits.
15

16. a companion app
…..especially for tvg
programs
16

17. Mashtv added new digital experiences toTVG programs
mashtv analyzes the
signal of liveTV
put together contextual
(and sometimes exclusive)
contents, in a non invasive
way
an augmented theTVG
programs
17

18. mashtv is socialtv too
social epg
18

19. The second screen, as a HUB for the a newTV experience
Tv Commerce
social networks
integration
Additional
contents
know audience and
viewer behavior
notifications adapted
to viewer situation
Audience
Interaction
1:1 Advertising
relationship
management
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20. EL Logo
The Opportunities
#5
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21. discriminating the enrichment degree of theTV experience according with each viewer´s habits
Provides toTV networks real and verifiable data related to the activity of the user/audience
Effectively fosters loyalty
Create their own relationships spaces for building new kind of relationships between stakeholders of
tv sector (especially with the viewer).
initiatives are in direct response to new
TV viewing habits and play a key role in::
- Integrating the second screen in their business models, defining a real and
complete strategy for it,
- Preventing viewers from drifting and retaining the interest of a multistaker
viewer in a multi-screen environment.
- Expanding and engaging the audience.
- Creating feedback loops betweenTV and second- screen content
Second-screen
21
ACR

22. Thanks for your attention….
Andrés Mazaira
@amazaira
amazaira@bridgemediatech.com
mashtv.es
EL Logo
bridgemediatech.com