MediaCRM is a platform that allows broadcasters to better manage customer relationships by combining television viewing with second screen experiences on devices like tablets, smartphones, and laptops. A survey found that while only 2.5% of respondents currently use tablets, many people regularly use additional devices while watching TV. The MediaCRM platform includes tools for real-time and offline analysis of second screen interactions like polls, messages, and sentiment to provide broadcasters with insights. A trial with a reality TV show saw around 11,000 viewers actively engaged across second screen platforms. Ongoing challenges include improving time synchronization between screens and providing more personalized content and feedback to consumers.

1. MediaCRMRealizing Customer Relationship Management for BroadcastersMike Matton – VRT-medialabiMinds – 13/10/2011

2. INTRODUCTIONSecond screen potential

3. Are second screen devices becoming popular?Extract of internet questionnaire of VRT study dept. - 303 respondents100% computer76% laptop72% desktop12% netbook72% DTV65% flat screen34% traditional CRT TV2,5% Tablet-PC2% TV with webapps2% 3D TV55% DVD-recorder26% smartphone13% HD-recorder7% mediacenter

4. Combining media, different screensWhich of these activities do you combine with watching television at least once a week?COMBINING WATCHING TVI combine watching TV at least once a week with …+

5. Do people like to share their opinion?To which extent do you find the possibility to share your opinion with others and the programme creator interesting?RANDOM SAMPLE (%){More resultstobepublished on out website:http://www.vrtmedialab.be39%{61%Basis: Random sample (n=303)

6. Second screenAppspopping up everywhere

7. Second screen

8. Fact: The consumer isdigitalConsumer is digitalPersonal devicesMobile devicesAlways connectedDigital footprint!Surf & Watch TV> 2nd ScreenBroadcaster, Producers& Advertisers!

9. Broadcasting- Context switchWhydidn’tbroadcasters “do” CRM earlier?ConsumerBroadcasterTodaySecond screenIP TVBroadcast + internetMedia contentExtra content2-way communicationLinearbroadcastingContentYesterday

10. WhodidVillaCRMreachWhat level of interaction have we obtained

11. Villasquare 1st & 2nd screenauction360°camAbout 40Ipad-visitors a dayVillasquare registrations3555 Engaged on Villasquare

12. +/- 600 with profile info

13. 3865 active on facebook

14. 3929 active on twitterIn totalabout 11.000 viewers engaged

15. Villasquare: received messages per typeauction360°camPukkelpopSven OrnelisTotal: +/- 35.000 messages360°camPoll launchPoll

16. MediaCRM: The platform

17. MediaCRM: twopathsInputFront-endReal-time!Live processingReal-time appOffline pathVillaSquareconnectionReplay appOFF-LINELoggingEnrichingStoringData analysis tools

18. Real-time statistics & replay

19. See the demoVRT-medialabbooth

20. Off line analysis

23. Sentiment analysis

24. Sentiment analysis

25. Sentiment analysis

26. Lessonslearned

27. LessonslearnedUser profilesnot completeAsk more info on registrationIncentive necessaryAbout 11000 users activelyengaged via second screen (villasquare + facebook + twitter)1-2% of viewers engagedMarket potential: 10 – 15% Endemol: 12% on play-along game show)10% withidols second screen app, …Millionpound dropFormat is importantEngage, interactwith the consumer!

28. Remainingchallenges

29. Time Synchronization