This document discusses how social media is redefining user experiences with second screen viewing and social TV. It provides examples of data on Twitter and Facebook conversations around TV shows. Experts in the document discuss how social media is affecting international TV syndication through increased demand to view shows at the same time as their original air date to avoid spoilers. Some believe this will force changes to syndication models while others think it will only modestly shorten release windows. Overall, social media is disrupting traditional TV distribution but also helping market shows.

1. SECOND SCREEN
& SOCIAL TV
REDEFINING USER EXPERIENCES
 Natan Edelsburg (SVP, Muck Rack and the Shorty Awards;
Staff Writer, Lost Remote)
 Tweet at me with @twatan and #BroadcastAsia2014
#BroadcastAsia2014

2. #BroadcastAsia2014
“Social media is re-energising TV—acting like a shot of
pure adrenaline that’s fuelling millions of digital
conversations. In the U.S. in 2013 alone, 36 million
people sent 990 Million Tweets about TV, according to
Nielsen SocialGuide. Those conversations have created
a digital dialogue we’ve come to know as social TV.” -
March 24th, 2014
About 30 tweets per second about TV

3. #BroadcastAsia2014
“The conversation around TV is larger and lasts longer on
Tumblr than Twitter. Like Twitter, TV-related conversations are
happening on Tumblr in real-time, but engagement on Tumblr
peaks (31% increase) one hour after a show has aired. In
contrast, Twitter exhibits a peak at airtime and declines
immediately in the 1-2 hours after.” –Tumblr on April 22nd, 2014

4. #BroadcastAsia2014
“Now Facebook has added a feature that will automatically
recognize what TV show or music is playing in the background,
allowing users to share that information with friends, reports
WSJ” – Wall Street Journal, May 22nd 2014

5. Social TV
effects on the way TV is bought and sold
 Natan Edelsburg @twatan
 SVP, Muck Rack and the Shorty Awards
 Staff Writer, LostRemote.com
#BroadcastAsia2014

6. What I’ll discuss
#BroadcastAsia2014
 The state of torrenting and why it’s on the rise
 Game of Thrones example and why premium content is still too
expensive and not a la carte
 How social TV is making the popularity of shows heard across the
world
 Is social TV/other factors causing the premiere dates of shows
syndicated around the world to change?
 Ways social TV is actually helping market shows
 Will social TV cause the international syndication model to change?
What do the experts say?

7. The state of torrenting
#BroadcastAsia2014
“As of February 2013, BitTorrent was responsible for
3.35% of all worldwide bandwidth, more than half of the
6% of total bandwidth dedicated to file sharing.” [Palo
Alto Networks]

8. TV Piracy by the
Numbers
#BroadcastAsia2014
“I probably shouldn’t be saying this, but it is a compliment of sorts.The demand
is there. And it certainly didn’t negatively impact the DVD sales. [Piracy is]
something that comes along with having a wildly successful show on a
subscription network.”
-Michael Lombardo, President of Programming at HBO

9. To Pay or Not To Pay?
 Australia - Foxtel subscription: the minimum subscription term
is six months, which with the added costs adds up to $520 AUD
(~ 490 USD)
 USA - Monthly HBO subscription + your cable subscription can
be up to $100/month if not more
 UK - Available via Sky Atlantic. The costs are £21.50 (36 USD)
a month, but with a minimum contract period of 12 months. This
means that for those who are only interested in Game of
Thrones, there’s a price tag of £25.80 per episode.
 Canada - comes in a package of The Movie Network. The price
is roughly $20 CAD (~ 18 USD) per month on both Bell and
Rogers. This also requires a digital or satellite TV subscription,
which drives the price up to over $60 CAD per month for those
who don’t have one.
 The Netherlands - HBO can be ordered as an add-on to most
standard cable TV subscriptions. The standard price is roughly
15 euros (~ 21 USD) per month, and several providers allow
subscribers to cancel after a month.
TorrentFreak.com
#BroadcastAsia2014

10. The Impact of Social TV
 “Social media went mad for the start of Game of Thrones ’
fourth run, with 1.9 million Facebook users talking about the
show and over 2.8 million interactions related to it.”
 “Demand for the show also crashed HBO Go on Sunday.
And for the week ended April 6, ‘Game of Thrones’ ranked
No. 3 on Nielsen's Twitter TV Ratings”
#BroadcastAsia2014
-The Independent on April 8th, 2014 after the premiere of season four

11. Is Social TV causing a
change?
 Australia
 UK - for the first time, Sky Atlantic broadcast the episode at 2am
local time, the exact same time in aired in the US
 Canada - same time as the US
 The Netherlands - Monday, April 7th - a day later than the US#BroadcastAsia2014

12. Is Social TV causing a
change?
When Downton Abbey won the Golden Globe Award for Best Mini-Series, Twitter
announced that the event peaked at 6,162 tweets-per-second – outpacing last
year’s Super Bowl and the Royal Wedding. -Olivia Wong, PBS Publicity
#BroadcastAsia2014

13. Reintroducing a wildly
popular TV show
 This entry deserves to win because the challenges were
enormous, and our hashtag was key to declenching the
solution. Walking Dead was two years late to the French
market. NT1, which bought the rights to license it, was a little-
known network with a lot of faith but a small budget. At the
time, it also had minimal social exposure.
 30,000 users were attacked, generating 550,000. The
premiere was screened by 5.6% of French viewers, a figure
that only rose with episodes that followed. It was also one of
the most-Tweeted premieres in France.
 NT1 also generated worthwhile long-term social results:
following a rise in Facebook fans (22%) and Twitter followers
(12%), today it's the third most-watched channel in France for
our target audience. In 2012 it was France's 5th most-Tweeted
TV topic, and -- amazingly -- rated the #1 "social/connected"
TV topic for series, according to Twitter Trends.
by
#BroadcastAsia2014

14. AMC Networks International
#BroadcastAsia2014
“Spoilers can be challenging. Our approach at Sundance Channel is to
focus on creative ways to engage our fans. One specific example is the
launch of Breaking Bad in Asia we launched an app for the show called
GraffitiWall in our Asian territories. One of the functions of the Breaking
Bad GraffitiWall was that it allowed our fans to to chat live during the
show, as their favorite character in a "Breaking Bad" environment of
their choice.”
Spoilers are a part of television and the social conversation. I certainly
think it will drive towards more examples of global world premieres and
offering more TV Everywhere options that allow for live streaming and
immediate releases of the content to combat piracy.
-Gleana Albritton, Director, Digital Marketing, International for AMC
Networks

15. The effect of Social Media and Spoilers on
the economics of television distribution
 Richard Kastelein, Founder of Hackfest.tv; Publisher Appmarket.tv (social TV
blog in Europe)
 James A. Neufeld, Founder SAM (social media curation platform); former
director of marketing never.no
 Tareef Jafferi, CEO and CoFounder of Chatterbox (social TV app in Thailand)
 Nicolas Bry, SVP Innovation, Orange Vallée (European telecom)
 Mike Proulx, Executive Vice President, Digital & Director of Social Media, Hill
Holliday (Ad agency based in U.S.); author SociaL TV
 Wale Gbadamosi-Oyekanmi, President and Founder Darewin (social TV
agency based in France)
 Mick Darling, Founder/CEO Tomorrowish (DVR for social TV)
#BroadcastAsia2014

16. Richard Kastelein
Founder of Hackfest.tv; Publisher Appmarket.tv (social TV blog in Europe)
“No, I don't think so. The economics of television distribution are likely
to be more affected by VoD and TV Everywhere rather than Social
Media spoilers. The economics of TV distribution are moving from a
'one to many' to a 'many to many' model and we are going to see
more direct-to-fan relationships, like the music industry in the future
- which will in effect, cut out a lot of the value chain in the middle.
Due to the Internet disrupting legacy distribution systems, audiovisual
content creators, like there brethren in the music industry, will
eventually have more direct relationships with their fans.”
#BroadcastAsia2014

17. James A. Neufeld
Founder SAM (social media curation platform); former director of
marketing never.no
“Yes, It’s easier to build bigger global audiences or target specific
niche audiences."
"Is social media bad for globally distributed TV content - yes. Only
because TV distribution and business models haven’t yet adapted
to international customer demands for content to be released within
a reasonable time of the original release date."
#BroadcastAsia2014

18. Tareef Jafferi
CEO and CoFounder of Chatterbox (social TV app in Thailand
“We believe the demand for up-to-date TV content will increase with
the end user's need to be able to participate in real-time
conversations. In South East Asia, India, and the Middle East, for
example, shows are aired 2-3 seasons behind the US, which makes
audience members seek out other means to connect to up-to-date
content. There is a definite exodus from traditional TV viewing to
online streaming.”
“Social media will always be a double-edged sword, which makes it all
the more important for TV shows to guide social conversations (be it
on Twitter, Facebook, Tumblr, etc.).”
#BroadcastAsia2014

19. Nicolas Bry
SVP Innovation, Orange Vallée (European telecom)
“I think the language barrier, and the fact that reading timeline from
other regions is nit so common, limit the spoiler effect.”
#BroadcastAsia2014

20. Mike Proulx
Executive Vice President, Digital & Director of Social Media, Hill Holliday (Ad
agency based in U.S.); author SociaL TV
“I'm reminded of how social media affected the distribution of Doctor
Who on several different levels. A few years ago, the BBC broke
new ground when they decided to air the show's latest season in the
U.S. on the same day it premiered in the UK. In the past, the delay
window between countries was at least a couple of months which, in
turn, fueling illegal downloads. So while social media was spoiling
the content, the Web-at-large was, in effect, distributing it outside of
BBC's control.”
#BroadcastAsia2014

21. Wale Gbadamosi-
Oyekanmi
President and Founder Darewin (social TV agency based in France)
“In Europe & in France in particular when it took up to years to discover
the latest TV series, "US+24" programming has been growing for the
past 2 years. Orange airs GOT & much HBO content 24 hours after
the US. CANAL+ even went further and aired 24 season 7 at the
same time as the USA.
Are spoilers nothing other than intense brand recommendation by
fellow TV customers? If so, spoilers are actually helping TV ! To
avoid them (think GOT), more and more people tend to tune into
linear TV or GO features (for younger demographic).”
#BroadcastAsia2014

22. Mick Darling
Founder/CEO Tomorrowish (DVR for social TV)
“I do think it will change the way shows will be syndicated. Strategic
planning for international syndication should look to take advantage of
the passionate social media markets first to increase the social buzz
for shows as they make their way from market to market".
“I do not think it will change windowing substantially, except perhaps to
shorten the time span for various windows. Legal OTT an VOD as
well as Bittorrent and other tools allow for a very fast global
distribution, but content often still needs to be localized, and the delay
of a show, even by 12 hours for an "Instant" primetime broadcast in
Asia, would still have to manage nearly the same social media
pressures a one week or one month delay may cause.”.
#BroadcastAsia2014

23. Takeaways
 TV piracy is on the rise because of
price and accessibility
 Social media has become a disruptor
of delayed international TV
syndication but has also helped
market shows that are delayed
 The ease of streaming technology
and the role of spoilers will force
more shows to mimic game of
thrones
#BroadcastAsia2014

24. Keep In Touch
 Email: natan@sawhorsemedia.com
 Twitter: @twatan
 Social TV blog: LostRemote.com
 Social TV case studies:
industry.shortyawards.com
 Story ideas: muckrack.com/natan/pitch
#BroadcastAsia2014