The document discusses how television is changing with the rise of internet and interactive technologies. It proposes a model called "TV Play Along" that allows viewers to participate in live TV shows and games through their mobile phones, computers or other connected devices. This gives viewers more interactivity and engagement with TV content. An example is provided of how this could work through integrated gaming within a live TV quiz show.

1. Play To TV Hilversum, 4 December 2008 Jeroen Elfferich Ex Machina Social Gaming Technology www.exmachina.nl

2. Ex Machina Social Gaming Technology Based in Amsterdam, The Netherlands Enabling multiplayer web games since 1998 Enabling multiplayer mobile games since 2002 Enabling crossplatform games & communities since 2006 Customers and partners in Europe, US, Korea and Japan

3. www.exmachina.nl

4. TV Is Magic 4 hours a day (2 months non-stop per year!) At least one TV in 99% of all households 2.24 average TV sets per US household TV is turned on 6h47m a day Total hours of TV consumed: 250 billion Percentage of Americans who say they watch too much TV: 49 Youth – hours in school: 900 behind TV: 1,500 TV commercials seen per year: 20,000 65+ billion $ industry, 7% growth www.exmachina.nl

5. TV Is In Decline Internet will eclipse TV in advertising by 2012 TV is source for news – ’04 campaign: 68% ‘08 campaign: 60% Want to watch video on PC: 82% 24% of US households has DVR Teens are online more than watching TV Interactive digital TV has slow adoption rates www.exmachina.nl The Achilles heel of television. “ The inherent weakness of television has always been the indirect relationship between the viewer and the broadcaster. Because there has never been any way to make individual viewers pay for the parts of the service they actually watch, broadcast television is based upon a business model which forces viewers to pay indirectly.”

6. Or Is It? Viewer participation as new source of income & entertainment Triple-play multitasking Low distribution costs, rise of the mid-tail Balancing DVR & (live) events TV Game Shows doing better than ever www.exmachina.nl Television Web Sites Thrive During Prime Time, According to Nielsen//NetRatings “ At NBC.com in February, 40 percent of total time spent was during prime time, making it the No. 1 Web site when ranked during prime time. Web properties ABC Primetime and Fox Broadcasting took the No. 2 and 3 spots, with a respective 30 percent and 26 percent of total time spent taking place between 8pm - 11pm”

7. Voting Analog broadcast Digital Cable/Sat/T Interactive digital IP (IPTV, P2P, d/l) Mobile Channel surfing Time shifting Embedded Digital meta-data Online meta-data Proprietary return IP return Non-TV: IVR Non-TV: SMS Non-TV: Online Analog broadcast Digital Cable/Sat/T Embedded EPG Respond to ads TV content portal Voting Communicate Play Along VOD www.exmachina.nl TV Infrastructure (Inter)action Medium

8. Communication (IM, Sharing, Twitter…) Analog broadcast Digital Cable/Sat/T Interactive digital IP (IPTV, P2P, d/l) Mobile Channel surfing Time shifting Embedded Digital meta-data Online meta-data Proprietary return IP return Non-TV: IVR Non-TV: SMS Non-TV: Online Analog broadcast Digital Cable/Sat/T Embedded EPG Respond to ads TV content portal Voting Communicate Play Along VOD www.exmachina.nl TV Infrastructure (Inter)action Medium

9. TV Play Along Analog broadcast Digital Cable/Sat/T Interactive digital IP (IPTV, P2P, d/l) Mobile Channel surfing Time shifting Embedded Digital meta-data Online meta-data Proprietary return IP return Non-TV: IVR Non-TV: SMS Non-TV: Online Analog broadcast Digital Cable/Sat/T Embedded EPG Respond to ads TV content portal Voting Communicate Play Along VOD www.exmachina.nl TV Infrastructure (Inter)action Medium

10. From Games to Broadcast to Games Until the 20 th Century, games was the #1 pastime Radio, then TV turned us into passive consumers of entertainment Late 20 th Century, videogames showed that people care about interactive entertainment And now, the broadcast industry is trying to figure out how to succeed in interactive formats Or can the games industry serve this trend? www.exmachina.nl

11. Crossplatform Gaming Anytime, anywhere, any connected device 3 Dominant screens TV: sit back, play along Web: versatile, pervasive Mobile: always on, personal Create interactive experience for all screens www.exmachina.nl

12. Today’s Viewer Participation SMS & IVR very successful, but… Only simple interactivity, asynchronous Poor usability, complex controls TV-only (teletext, digital TV), but… Multiple players, one remote control? Often no return channel, no interactivity No integrated payment option People want to participate, but compared to PC & mobile games today’s solutions are too primitive www.exmachina.nl

13. TV Play Along Beyond simple SMS / Call-in Extend TV formats to include continuous gameplay on web and mobile Engage new and existing TV audiences Convert online audience into program viewers Strengthen broadcast brand and program brands Popularize game brands www.exmachina.nl

14. Any TV Use online return channel Mobile, laptop as ultimate TV companions Optimal reach, optimal interactivity Billing, community, personalization www.exmachina.nl www.exmachina.nl www.exmachina.nl www.exmachina.nl www.exmachina.nl www.exmachina.nl www.exmachina.nl www.exmachina.nl TV Play Along Sweet Spot www.exmachina.nl Analog broadcast Digital Cable/Sat/T Interactive digital IP (IPTV, P2P, d/l) Mobile Embedded Digital meta-data Online meta-data Proprietary return IP return Non-TV: IVR Non-TV: SMS Non-TV: Online Analog broadcast Digital Cable/Sat/T Embedded TV Infrastructure Medium

15. Play Along Types TV Originated TV leads gameplay Parallel gaming (pre-recorded) Integrated gaming (live TV shows) TV Terminated TV follows gameplay Skill-based Call TV Turn online games into TV Automated TV production Also applies to radio! www.exmachina.nl

16. RADIO 538 / WETEN IS WINNEN Radio Originated Integrated Gaming www.exmachina.nl

17. www.exmachina.nl

18. PLAY TO TV EXAMPLE TV Originated Integrated Gaming www.exmachina.nl

19. Stage 1: Announce www.exmachina.nl Welcome! In a few moments, HKU Quiz will start. Now YOU can play along and be a contestant at home. Simply pick up your PC or mobile and join us!

20. Stage 1: Announce www.exmachina.nl For more information on how to take part in this show, see text page 123 or go to HKU.tv

21. Stage 2: Provisioning www.exmachina.nl SMS from 1234 Click this link to install the game app on your phone www.HKU.tv Welcome to HKU Quiz! Instructions Username: ………… Password: …………. Register or log in Instructions on 123 HKU Quiz Mobile instructions: send text message ‘HKU’ to shortcode 1234. You’ll then get a link to install the game on your phone. Web instructions: go to HKU.tv in your browser. Register first. After you log in, you’re ready to play Instructions Mobile……… ………… Web…………… …………

22. Stage 3: Gathering www.exmachina.nl HKU Quiz App 13.479 players Game will start in 30 seconds HKU Quiz Web App 13.479 players Game will start in 30 seconds Excellent! Now we’re ready to play. If you haven’t done so already, now is the time to start the application and log in. You now have 30 seconds before we close our lines and start with the first round!

23. Stage 4: Game Start www.exmachina.nl Game started 25.146 players online Waiting for category HKU Quiz Web App 25.146 players online Waiting for studio candidate to select category OK, here we go! We have over 25.000 players now, and a team of 5 famous game designers in the studio. Everyone will get the same answer at the same time, and is given the same opportunity to answer .

24. Stage 4: Game Start www.exmachina.nl Category selected Games Industry Arcade Current Games All-Time Favorites Category selected Games Industry Arcade Current Games All-Time Favorites We’ll pick a random contestant from the studio… It’s seat 1, Shigeru Miyamoto. Miyamoto-san, what will it be? Miyamoto: Well, let’s see… You know what, I’ll pick Arcade!

25. Stage 5: Game Session www.exmachina.nl Answer Answer Use your mouse or keypad to enter your answer Here’s the first question: When did “Donkey Kong” hit the arcades in the US? 1979 1981 1982 Answer 1) Answer 2) Answer 3) Answer 1) Answer 2) Answer 3)

26. Stage 5: Game Session www.exmachina.nl Answer Answer Use your mouse or keypad to enter your answer Just 10 seconds left… 5… 4, 3, 2, 1…. so Miyamoto-san, time’s up, what’s your answer? Miyamoto: Are you kidding? This is easy! I designed it! 1981 Of course! Answer 1) 2) selected Answer 3) Answer 1) Answer 2) 3) selected 1979 1981 1982

27. Stage 5: Game Session www.exmachina.nl Result Great! You receive 41 points, total at 41 Result Too bad! Number 2) was the right answer You have 0 points Was Miyamoto-san right to brag? Were those playing at home correct? Let’s see… Yes – 1981 it was! A huge hit for Nintendo, it made $180 M in its first year 2) Correct Answer 3) Wrong Answer 1979 1981 1982

28. Stage 5: Game Session www.exmachina.nl Stats 44% answered correct You have 41 points Position 264 / 25.164 Stats 44% of home players answered correct You have 0 points Position 18.964 out of 25.164 contestants Now let’s have a look and see how everyone did. Miyamoto-san, you were the only one in the studio with the right answer. At home, 44% of our viewers answered correctly.

29. Stage 5: Game Session (continued) www.exmachina.nl Several more categories are selected and questions from those categories answered, the flow of which is similar to the previous slides

30. Stage 6: Winner www.exmachina.nl Final score: 494 You have answered 10 out of 12 correct. You’re in the top 5% of all players! Final result Your score is 284 You have answered 6 out of 12 correct. You’re in the top 40% of all players and 2 nd among your friends. So the end of the game’s here – in our studio, Miyamoto-san has won. But we also have a winner from those playing along from home. So here’s the top 5: Home winners Mark1337 LeaLeah Bozon DragonSlay AnneH

31. Stage 6: Winner www.exmachina.nl TV Show has ended Do you want to keep playing? yes / no main menu TV Show has ended Click here to keep playing online, or go back to the main menu The TV show is now over. But if you feel like having another go, you can continue for as long as you like on your phone or PC. Every hour, day and week there are great prizes! See you next week, same time, same channel, new quiz!

32. Suitable TV Play Along Formats Trivia quiz shows Word & puzzle games National tests Card games Live sports Debates E-sports Betting Avatar games www.exmachina.nl

33. Sources Australian Broadcasting Corporation Wikipedia PWC Media Outlook NPR Nielsen//NetRatings www.exmachina.nl

34. Thanks! Jeroen Elfferich [email_address] +31 6 2000 2918 www.exmachina.nl