1) Ex Machina is a company based in Amsterdam and San Francisco that specializes in second screen experiences and social TV, integrating TV, social media, and games. 2) They have created several interactive TV formats and case studies, including for shows like Nationale Wetenschapsquiz, The Voice of Holland, and Germany's Next Top Model. 3) Their PlayToTV platform allows for features like live polling, ratings, questions and answers, chat, and advertising/product placement interactions across multiple screens.

1. Cross Media CaféCross Media Formats Second screen alsnieuw media format E jeroen@exmachinagames.com T @jeroen020

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

3. Ex Machina 2010 www.immovator.nl/audio/play/195

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. Ex Machina 2010 "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

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 Social TV Quotes

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

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 From 1 to 4 Screens

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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 Gamification of TV: Beyond Check In

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 Case: NationaleWetenschapsquiz

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 Lessons Learned

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 Case: The voice of Holland Live Rating

18. 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 friendsfriends Twitter, facebook integration Ex Machina 2010 TVOH Lessons Learned

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21. Ex Machina 2010 Case: Germany’s Next Top Model

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26. 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 Recommendations 1/2

27. 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 Recommendations 2/2

28. Ex Machina 2010 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