Presentation discusses the role of TV in Brazil in the digital era. It also explores how Brazilians consume media how convergence of different media will turn TV into a strong ally of digital marketing efforts.
SOI TV is launching as the first Spanish-language social TV network. It will engage Latinos who enjoy sharing their opinions about entertainment, news, and culture. SOI TV will monitor public opinion on various topics in real-time and integrate viewers' comments across TV and digital platforms. The network will feature original and acquired programming, including novelas, talk shows, and reality shows. It aims to attract the 89% of U.S. Hispanics who are connected digitally by offering an interactive viewing experience not found on traditional television. SOI TV is launching in 15 top U.S. Hispanic markets with funding and management from experienced television veterans.
SOI TV is launching as the first Spanish-language social TV network. It will engage Latinos who are opinionated and love to share their views on news and entertainment. SOI TV will pioneer a new genre called "Opitainment" that converts audience opinions into entertainment. It will monitor the public opinion process and integrate cross-platform Hispanic audiences across TV, mobile, social media, and digital platforms. SOI TV will attract quality subscribers with original and acquired programming like news shows, talk shows, novels, and reality television that is more engaging than traditional TV.
This document describes Soi TV, the first social TV network for Hispanics. Soi TV aims to transform the opinions of Latino audiences into entertainment through a concept called "Opitainment", which combines opinions and entertainment. Soi TV monitors the entire process of public opinion from start to finish. The target audience is "Connected Hispanics", Latinos between 18-40 who want to express themselves on social media. Soi TV currently reaches 66% of Hispanic households and is seeking more pay TV distribution deals. It offers various original programming like talk shows, reality shows, telenovelas, and docudramas.
The document discusses several key issues related to TV ratings and competition between channels:
1) Rating wars occur as channels battle for viewers during primetime by airing their most popular shows. Recent examples include competitions between BBC and ITV shows like Strictly Come Dancing and The X-Factor.
2) Primetime is very important for attracting advertisers, as they pay more to advertise during highly-viewed shows. Commercial channels rely more heavily on advertising revenue.
3) New technologies like on-demand viewing and streaming services have impacted ratings by allowing audiences to watch when they want. This threatens public broadcasters like BBC that rely on license fees.
This document discusses television viewing trends in the UK based on data from BARB (British Audience Research Board). It makes the following key points:
1. Television viewing habits are continuing to evolve, with time-shifting becoming more popular but live viewing still the core behavior.
2. Screen sizes are trending both toward bigger screens (33 inches or larger) as well as smaller screens like smartphones and tablets. Ownership of personal video recorders has plateaued around 70% of UK homes.
3. Despite increased personalization, there were over 500 TV programs last year that attracted a live audience of at least 8 million people, showing the continued power of linear TV.
Eva Klaudinyova, Localization Manager in the Globalization Program at VMware, explains the processes used in her company to control the quality of its translated materials and to measure the service level of the company's external vendors. The video of this presentation can be seen here: http://www.youtube.com/watch?v=vD5vN5MX7U8
The document summarizes the history and development of Brazil's media system from the 1800s to present day. It began with state-controlled radio in the early 1900s and expanded to include commercialization in the 1920s and the rise of television in the 1950s. The media faced political pressures and censorship during military rule in the 1960s-1970s but alternative media emerged. Democratization in the 1980s brought challenges around informatization and the internet led to new forms of online and transmedia journalism in the 1990s-2000s. The document outlines the complexities of Brazil's hybrid society and diffuse boundaries between public/private spheres and fiction/non-fiction content in the media.
SOI TV is launching as the first Spanish-language social TV network. It will engage Latinos who enjoy sharing their opinions about entertainment, news, and culture. SOI TV will monitor public opinion on various topics in real-time and integrate viewers' comments across TV and digital platforms. The network will feature original and acquired programming, including novelas, talk shows, and reality shows. It aims to attract the 89% of U.S. Hispanics who are connected digitally by offering an interactive viewing experience not found on traditional television. SOI TV is launching in 15 top U.S. Hispanic markets with funding and management from experienced television veterans.
SOI TV is launching as the first Spanish-language social TV network. It will engage Latinos who are opinionated and love to share their views on news and entertainment. SOI TV will pioneer a new genre called "Opitainment" that converts audience opinions into entertainment. It will monitor the public opinion process and integrate cross-platform Hispanic audiences across TV, mobile, social media, and digital platforms. SOI TV will attract quality subscribers with original and acquired programming like news shows, talk shows, novels, and reality television that is more engaging than traditional TV.
This document describes Soi TV, the first social TV network for Hispanics. Soi TV aims to transform the opinions of Latino audiences into entertainment through a concept called "Opitainment", which combines opinions and entertainment. Soi TV monitors the entire process of public opinion from start to finish. The target audience is "Connected Hispanics", Latinos between 18-40 who want to express themselves on social media. Soi TV currently reaches 66% of Hispanic households and is seeking more pay TV distribution deals. It offers various original programming like talk shows, reality shows, telenovelas, and docudramas.
The document discusses several key issues related to TV ratings and competition between channels:
1) Rating wars occur as channels battle for viewers during primetime by airing their most popular shows. Recent examples include competitions between BBC and ITV shows like Strictly Come Dancing and The X-Factor.
2) Primetime is very important for attracting advertisers, as they pay more to advertise during highly-viewed shows. Commercial channels rely more heavily on advertising revenue.
3) New technologies like on-demand viewing and streaming services have impacted ratings by allowing audiences to watch when they want. This threatens public broadcasters like BBC that rely on license fees.
This document discusses television viewing trends in the UK based on data from BARB (British Audience Research Board). It makes the following key points:
1. Television viewing habits are continuing to evolve, with time-shifting becoming more popular but live viewing still the core behavior.
2. Screen sizes are trending both toward bigger screens (33 inches or larger) as well as smaller screens like smartphones and tablets. Ownership of personal video recorders has plateaued around 70% of UK homes.
3. Despite increased personalization, there were over 500 TV programs last year that attracted a live audience of at least 8 million people, showing the continued power of linear TV.
Eva Klaudinyova, Localization Manager in the Globalization Program at VMware, explains the processes used in her company to control the quality of its translated materials and to measure the service level of the company's external vendors. The video of this presentation can be seen here: http://www.youtube.com/watch?v=vD5vN5MX7U8
The document summarizes the history and development of Brazil's media system from the 1800s to present day. It began with state-controlled radio in the early 1900s and expanded to include commercialization in the 1920s and the rise of television in the 1950s. The media faced political pressures and censorship during military rule in the 1960s-1970s but alternative media emerged. Democratization in the 1980s brought challenges around informatization and the internet led to new forms of online and transmedia journalism in the 1990s-2000s. The document outlines the complexities of Brazil's hybrid society and diffuse boundaries between public/private spheres and fiction/non-fiction content in the media.
This document provides key facts about Brazil's media market, including trends in advertising spend from 2005-2011 with internet and TV gaining share. It details penetration and usage of print, TV, internet, mobile and broadband in Brazil. Some key findings are that Brazil has 85 million internet users, 175 million watch TV regularly, and smartphones and tablets are growing rapidly. The document aims to provide an overview of Brazil's large and expanding media market for those looking to reach audiences there.
The document discusses key trends in Brazil's media market in 2014, with a focus on the growing consumer class known as Class C. Some of the main points covered include:
- Class C is a rapidly growing segment that will spend over $1 trillion reais in 2012 and over $1.4 trillion reais by 2015, surpassing spending of classes A and B.
- Brazil will become the 5th largest ad market in the world by 2014, with ad spending growing 45% between 2011-2014 to $22 billion.
- Internet usage and e-commerce are rising sharply, with the online audience expected to reach 168 million by 2014 and e-commerce growing 20% per year.
- Television remains very
A look at what small television station are and must do to be part of the social TV revolution from my experience and perspective at channel 10 Mydetroitcable
This report brings together data from more than 200 studies to offer a detailed portrait of Latin America's media market, including:
Media penetration in Latin American markets
The rise of Latin American consumers
Pay TV in Latin America: penetration and future projections
Social media penetration and influence on purchase decisions in Latin America
Mobile and smartphone penetration in Latin America
Use of mobile Internet in Latin America
Growth of print media in Latin America
Ad spend trends in Latin America and future projections
Mobile Internet growth in Latin America
E-commerce in Latin America and top-selling products among Latin american e-online shoppers
Mobile commerce in Latin America
Broadband in Latin America
Top social media sites in Latin America
Media penetration, ad spend, pay TV adoption, print media circulation, Internet penetration and Internet user preferences and trends for Argentina, Brazil, Caribbean, Central America, Chile, Colombia, Mexico, Peru, Uruguay, Venezuela and other markets within Latin America
US Media Consulting's 2014 Media Market Report for Latin America highlights key aspects of the region for advertisers, marketers and media agencies, such as:
Ad spend trends for Latin America and specific countries, with breakdowns by medium in different markets
The rise of mobile media and its impact on advertising and reaching consumers
Use of social media in Latin America and its influence on purchase decisions
Smartphone and tablet sales in Latin America
Strength of traditional media in Latin America: newspapers, radio, TV and more
Media consumption habits in Latin America, including time devoted to major media in Argentina, Brazil, Mexico, Colombia, Peru and other markets
Trends in pay TV subscriptions
Growth of e-commerce in Latin America and preferences in terms of online shopping
Online video consumption in Latin America and the potential for advertisers
And much more.
Changes in UK media consumption from 2012-2014 are summarized based on a report from Decipher Media Research. Tablet ownership has grown significantly, surpassing 50% and becoming the second most used device for online video after laptops and PCs. Sky On Demand has also grown substantially and now accounts for 24% of TV VOD usage. Younger consumers, aged 16-24, use online catch-up services as regularly as broadcast TV, while usage of subscription VOD and online rentals declines dramatically after age 35.
1) The document discusses media penetration and internet usage trends in Brazil between 2009-2011, noting that Brazil had the highest time spent online compared to Europeans and North Americans.
2) Key statistics are presented on internet, social media, and mobile phone usage in Brazil, such as 67.45 million internet users and 31.8 million social media users in 2009.
3) Television continues to be very influential on social media discussions in Brazil, with many top hashtags on Twitter originating from TV shows and events. A royal wedding in 2011 generated over 40,000 comments on Twitter in Brazil.
Cross-platform report - March 2013 (Nielsen)Maple Aikon
This document provides data from Nielsen's Q4 2012 Cross-Platform Report. Some key findings include:
- Americans spent over 41 hours per week consuming media across devices, with African Americans spending 55 hours, Hispanics 35 hours, and Asian Americans 27 hours.
- TV viewing increased in Q4 2012 due to news events, but people are finding ways to extend viewing hours using mobile devices and streaming.
- A growing number of "Zero-TV" households do not subscribe to traditional TV but still have TV sets and watch content online or via streaming services on other devices.
"For the last 20-years, digital has disrupted print. For the next 20, it will disrupt TV." - Business Insider
An exploration of the impact of digital media on traditional media and it's continued future impact on television by Business Insider.com
Presentation slides addressing content bundling, content windows and TV Everywhere from 3Vision's Advanced Content Strategies Panel at The Connected TV Summit 2014.
(June 11th 2014)
The document discusses how consumer behavior and media consumption habits have changed due to the COVID-19 pandemic, termed the "new normal". It finds that people are spending more time watching television and news, while also increasing their online and social media activity. Businesses need to adapt their strategies and offerings to cater to consumers' evolving needs, such as enhancing their digital and e-commerce capabilities. The media industry is also exploring new formats like virtual talk shows and concerts to engage audiences during this period.
The document discusses how digital technologies and data are transforming television content. Broadcasters are embracing digital platforms to grow audiences through live-tweeting, additional online content, and making their content more trackable and measurable. Formats are also changing as audiences expect to access content anywhere on connected devices. Successful shows are being adapted globally through co-productions and alliances between broadcasters. However, broadcasters must balance the demands of real-time audiences with their responsibilities as news providers.
Ad Sales Presentation Pan Regional March 09lgduarte
DIRECTV is the second largest pay TV provider in Latin America with over 5 million subscribers across multiple countries. It provides over 5000 hours of exclusive live programming across more than 300 channels. DIRECTV has experienced subscriber growth rates of around 15% annually. It provides the premier television experience through exclusive programming and the best technology, including many sports broadcasts in high definition.
This document discusses strategies for radio stations to attract millennial audiences and generate additional revenue through online video content. It recommends that stations leverage existing listeners by providing ad-supported music and video content on their websites that mirrors their radio formats. Stations should also experiment with livestreaming popular local millennial influencers to attract new, younger audiences and build their brands online. By developing an inventory of short-form video content and syndicating it across multiple platforms, stations can create a new ancillary revenue stream and position themselves as the leading local media destination for millennials.
BARB collects television viewing data from a sample of 5000 UK households to determine official viewing figures. The data shows which programs and time slots are most popular, helping TV schedulers plan programming and advertising to reach large audiences. It also informs TV production companies about what genres and shows are successful so they can focus their efforts on making more of those types of popular programming.
This document discusses social media trends in Brazil. It notes that internet and mobile internet usage is growing rapidly in Brazil but broadband access is still limited. Several case studies are presented of brands successfully engaging consumers through social media campaigns on platforms like Twitter, Orkut, and Facebook. The document suggests social advertising on Facebook and trends in social commerce will be important future areas. It concludes by advocating thinking big and chasing dreams over money.
Social TV has become the new trend for 2012 and businesses will have to adapt to this new mode of integrating audiences to gain appeal and possible profit
Ravi Singh shares insights from his experience in the public broadcasting industry, highlighting how the rise of internet and mobile platforms, as well as social media applications, have transformed the television and new media broadcast industry. He also discusses Knowledge Network's role as British Columbia's public broadcaster and how it has adapted to the digital revolution by making its content available anytime, anywhere on multiple platforms and devices.
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
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This document provides key facts about Brazil's media market, including trends in advertising spend from 2005-2011 with internet and TV gaining share. It details penetration and usage of print, TV, internet, mobile and broadband in Brazil. Some key findings are that Brazil has 85 million internet users, 175 million watch TV regularly, and smartphones and tablets are growing rapidly. The document aims to provide an overview of Brazil's large and expanding media market for those looking to reach audiences there.
The document discusses key trends in Brazil's media market in 2014, with a focus on the growing consumer class known as Class C. Some of the main points covered include:
- Class C is a rapidly growing segment that will spend over $1 trillion reais in 2012 and over $1.4 trillion reais by 2015, surpassing spending of classes A and B.
- Brazil will become the 5th largest ad market in the world by 2014, with ad spending growing 45% between 2011-2014 to $22 billion.
- Internet usage and e-commerce are rising sharply, with the online audience expected to reach 168 million by 2014 and e-commerce growing 20% per year.
- Television remains very
A look at what small television station are and must do to be part of the social TV revolution from my experience and perspective at channel 10 Mydetroitcable
This report brings together data from more than 200 studies to offer a detailed portrait of Latin America's media market, including:
Media penetration in Latin American markets
The rise of Latin American consumers
Pay TV in Latin America: penetration and future projections
Social media penetration and influence on purchase decisions in Latin America
Mobile and smartphone penetration in Latin America
Use of mobile Internet in Latin America
Growth of print media in Latin America
Ad spend trends in Latin America and future projections
Mobile Internet growth in Latin America
E-commerce in Latin America and top-selling products among Latin american e-online shoppers
Mobile commerce in Latin America
Broadband in Latin America
Top social media sites in Latin America
Media penetration, ad spend, pay TV adoption, print media circulation, Internet penetration and Internet user preferences and trends for Argentina, Brazil, Caribbean, Central America, Chile, Colombia, Mexico, Peru, Uruguay, Venezuela and other markets within Latin America
US Media Consulting's 2014 Media Market Report for Latin America highlights key aspects of the region for advertisers, marketers and media agencies, such as:
Ad spend trends for Latin America and specific countries, with breakdowns by medium in different markets
The rise of mobile media and its impact on advertising and reaching consumers
Use of social media in Latin America and its influence on purchase decisions
Smartphone and tablet sales in Latin America
Strength of traditional media in Latin America: newspapers, radio, TV and more
Media consumption habits in Latin America, including time devoted to major media in Argentina, Brazil, Mexico, Colombia, Peru and other markets
Trends in pay TV subscriptions
Growth of e-commerce in Latin America and preferences in terms of online shopping
Online video consumption in Latin America and the potential for advertisers
And much more.
Changes in UK media consumption from 2012-2014 are summarized based on a report from Decipher Media Research. Tablet ownership has grown significantly, surpassing 50% and becoming the second most used device for online video after laptops and PCs. Sky On Demand has also grown substantially and now accounts for 24% of TV VOD usage. Younger consumers, aged 16-24, use online catch-up services as regularly as broadcast TV, while usage of subscription VOD and online rentals declines dramatically after age 35.
1) The document discusses media penetration and internet usage trends in Brazil between 2009-2011, noting that Brazil had the highest time spent online compared to Europeans and North Americans.
2) Key statistics are presented on internet, social media, and mobile phone usage in Brazil, such as 67.45 million internet users and 31.8 million social media users in 2009.
3) Television continues to be very influential on social media discussions in Brazil, with many top hashtags on Twitter originating from TV shows and events. A royal wedding in 2011 generated over 40,000 comments on Twitter in Brazil.
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This document provides data from Nielsen's Q4 2012 Cross-Platform Report. Some key findings include:
- Americans spent over 41 hours per week consuming media across devices, with African Americans spending 55 hours, Hispanics 35 hours, and Asian Americans 27 hours.
- TV viewing increased in Q4 2012 due to news events, but people are finding ways to extend viewing hours using mobile devices and streaming.
- A growing number of "Zero-TV" households do not subscribe to traditional TV but still have TV sets and watch content online or via streaming services on other devices.
"For the last 20-years, digital has disrupted print. For the next 20, it will disrupt TV." - Business Insider
An exploration of the impact of digital media on traditional media and it's continued future impact on television by Business Insider.com
Presentation slides addressing content bundling, content windows and TV Everywhere from 3Vision's Advanced Content Strategies Panel at The Connected TV Summit 2014.
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Ad Sales Presentation Pan Regional March 09lgduarte
DIRECTV is the second largest pay TV provider in Latin America with over 5 million subscribers across multiple countries. It provides over 5000 hours of exclusive live programming across more than 300 channels. DIRECTV has experienced subscriber growth rates of around 15% annually. It provides the premier television experience through exclusive programming and the best technology, including many sports broadcasts in high definition.
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BARB collects television viewing data from a sample of 5000 UK households to determine official viewing figures. The data shows which programs and time slots are most popular, helping TV schedulers plan programming and advertising to reach large audiences. It also informs TV production companies about what genres and shows are successful so they can focus their efforts on making more of those types of popular programming.
This document discusses social media trends in Brazil. It notes that internet and mobile internet usage is growing rapidly in Brazil but broadband access is still limited. Several case studies are presented of brands successfully engaging consumers through social media campaigns on platforms like Twitter, Orkut, and Facebook. The document suggests social advertising on Facebook and trends in social commerce will be important future areas. It concludes by advocating thinking big and chasing dreams over money.
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Overview of Open Source AI
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Impact of Open Source AI
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TensorFlow: An open-source machine learning framework by Google, widely used for building and deploying AI models.
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Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
Basic Management Concepts., “Management is the art of getting things done thr...
Brazilian TV in the Digital Era: Turn On of Turn Off?
1. Brazilian TV in
the Digital Era
Turn On or Turn Off?
January 2014
Bruce Ledesma
Digital Marketing Strategist
2. That is the Question
Brazilian TV in the Digital Era
Is TV in Brazil Alive and Kicking
or Dying?
3. Too Much Speculation
12.5
Rating Points
Greater São Paulo
TV Ratings
(7am to 12am)
Brazilian TV in the Digital Era
2.5
0.5
In 2013, each rating point
corresponded to 61.952
households or 185.814
individuals in
the Greater SP area.
Source: IBOPE
2011
2012
2013
Rede Globo
16.3
14.7
14.3
Rede Record
7.2
6.2
6.1
SBT
5.7
5.6
5.3
Band
2.5
2.5
2.5
TV Cultura
0.9
1.0
1.2
Rede TV!
1.4
0.9
0.8
OCN
5.0
6.1
8.1
OCN (Pay TV) as the underdog +33%
4. Too Much Speculation
In 2013, each rating point
corresponded to 61.952
households or 185.814
individuals in
the Greater SP area.
Source: IBOPE
12.5
Rating Points
Greater São Paulo
TV Ratings
(Prime Time)
Brazilian TV in the Digital Era
2.5
0.5
2012
2013
Rede Globo
24.6
23.2
Rede Record
7.7
7.9
SBT
6.7
6.5
Band
3.7
3.5
TV Cultura
0.9
1.4
Rede TV!
1.3
1.2
7
8.8
OCN
OCN (Pay TV) as the underdog + 26%
5. Too Much Speculation
Brazilian TV in the Digital Era
Three types of TV viewers:
Loyals
Loyals watch series, soap operas and reality shows in Brazil. They watch less TV than the general
population but handpick their shows. They pursue more info about their favorite programs and share it
with friends. Long term commitment.
Zappers
Zappers watch television. They flip channels and aren’t loyal to any show. They don’t share TV content
with friends. No commitment.
Casuals
Casuals fall somewhere in between. Typically they will watch a show from beginning to end, but won’t
hesitate to change channel if it starts boring them. To some extent Casuals share show information
with friends.
What, how and why people watch TV
6. Too Much Speculation
Brazilian TV in the Digital Era
Pay TV in Brazil
(millions of subscriptions)
18,000,000.00
16.2
17.0
16,000,000.00
14,000,000.00
12.7
12,000,000.00
9.8
10,000,000.00
7.5
8,000,000.00
6,000,000.00
4.6
5.4
6.3
# Subscriptions
4,000,000.00
2,000,000.00
-
2006
2007
2008
2009
2010
2011
2012
June
2013
Source: ANATEL
Pay TV is Doing GREAT!
7. Too Much Speculation
Brazilian TV in the Digital Era
NET Serviços
Net Profit (BRL 000s)
450000
400000
350000
R$373,173
R$393,702
R$307,151
300000
250000
200000
150000
100000
50000
0
2010
2011
2012
Source: Net Serviços
Robust Profits
8. Too Much Speculation
Brazilian TV in the Digital Era
Individuals are not exclusively Loyals, Zappers or Casuals.
People watch TV in different ways in different contexts.
Few broadcast channel options in the past and Globo’s
dominance gave Brazilians limited choices on TV.
Rise in disposable income as an important factor of the
robust growth experienced by OCNs (Pay TV).
OCN growth has created a (late) change in Brazilian TV
consumption habits: there are more zappers now.
Impact of OCNs (Pay TV) in Brazil
9. Too Much Speculation
350
Brazilian TV in the Digital Era
Daily TV consumption
in Brazil
% TV sets turned on
40.6
345
40.4
40.4
340
332
40.2
330
40.1
40
320
310
40.1
39.8
309
Minutes
Greater SP
39.7
Brazil
39.6
39.4
300
39.2
290
2012
2008
2012
2013
2013
Source: IBOPE Media
More TV time
10. Too Much Speculation
Brazilian TV in the Digital Era
Average Daily TV consumption
in Brazil (2013)
800
700
700
600
500
400
309
354
Minutes
300
200
100
0
Classes A/B
Class C
Classes D/E
Source: IBOPE Media
Classes D/E watch twice as much TV
14. Too Much Speculation
Brazilian TV in the Digital Era
TV Set Sales Worldwide
224.0
TV Set Sales in Brazil
7.7
7.8
223
223.0
7.6
- 2%
222.0
7.4
221.0
+ 13%
7.2
220.0
7
Millions
219.0
218.5
6.8
218.0
6.6
217.0
6.4
216.0
Millions
6.8
6.2
2012
2013
1H12
1H13
Source: GfK
TV sales behavior
15. TV sales forecast in Brazil in 2014
Brazilian TV in the Digital Era
Samsung
Sony
Market
Growth
Estimate
Market
Growth
Estimate
15%
… and counting in 2014!
40%
Source: Exame
16. Brazilians & Media Consumption Habits
Who are Brazilians?
Brazilian TV in the Digital Era
17. Brazilians & Media Consumption Habits
Brazilian TV in the Digital Era
BRAZIL
IS POOR
Poor but emerging fast
18. Brazilians & Media Consumption Habits
Brazilian TV in the Digital Era
Media Reach in Brazil
(consumers accessing media)
Source: IBOPE 2012
TV still is king!
19. Brazilians & Media Consumption Habits
of Brazilians say TV
is their favorite
source for news
Brazilian TV in the Digital Era
million Brazilians
watch TV on a
regular basis
Sources: Datafolha, IBGE (2012)
TV still is king!
20. Brazilians & Media Consumption Habits
Brazilian TV in the Digital Era
OFFLINE media that motivates Brazilians to
SEARCH FOR PRODUCTS on the INTERNET are…
TELEVISION
of Brazilian
internet users SEARCH FOR
PRODUCTS ONLINE after
seeing them OFFLINE
PRINT MEDIA
OUTDOOR MEDIA
Sources: Iprospect, Google Brasil 2013
TV as a driver of online search
21. Brazilians & Media Consumption Habits
Brazilian TV in the Digital Era
Internet User Base
BRAZIL
110,000,000.00
105.1
105,000,000.00
102.3
100,000,000.00
Millions
94.2
95,000,000.00
92.7
90,000,000.00
85,000,000.00
3Q2012
Fast growth
4Q2012
1Q2013
2Q2013
Source: Nielsen/IBOPE 2Q2013
22. Brazilians & Media Consumption Habits
Brazilian TV in the Digital Era
Southeast is the dominant region
23. Brazilians & Media Consumption Habits
Brazilian TV in the Digital Era
Gender
Age Group
15.5% 11.2%
9.9%
11.7%
26.4%
25.2%
02 - 11 Years
12 - 17 Years
18 - 24 Years
25 - 34 Years
35 - 49 Years
50 + Years
Source: Nielsen/IBOPE (October 2013)
Internet users in Brazil
24. Brazilians & Media Consumption Habits
Brazilian TV in the Digital Era
Internet Reach Growth
(by social class)
Source: IBOPE Media
Growing middle class
25. Brazilians & Media Consumption Habits
Brazilian TV in the Digital Era
Brazilians ascended to
Class C between 2003 and 2011
made up Class C in 2012, which
represented 55% of the population
BRL will be spent by Class C
by 2015, more than Classes A/B
of the population wil make
up Class C by the end of 2014
Sources: Cetelem BGN Observador Brasil, Fecomercio SP, Data Popular
Strong upward social mobility
26. Brazilians & Media Consumption Habits
+
+
+
Brazilian TV in the Digital Era
=
=
=
Source: TG.Net (April 2013)
Simultaneous use of media
28. Social TV
Brazilian TV in the Digital Era
TOP 10
TV Programs
1. BBB Brasil
2. Telexfree
3. Salve Jorge
4. Enem 2013
5. MC Daleste
6. A Fazenda
7. Pronatec
8. Amor à Vida
9. PEC 37
10.BBom
SHOPPING
TV Advertisers
Pure Internet
Players
1. Mercado Livre
2. Casas Bahia
3. Americanas
4. Netshoes
5. Magazine Luiza
6. Ponto Frio
7. Extra
8. Submarino
9. Decolar
10.Walmart
Google Zeitgeist Brazil 2013
29. Social TV
MULTI SCREEN
ENTERTAINMENT
TV Programs
1. BBB 13
2. A Fazenda
3. Porta dos Fundos
4. Revenge
5. Shingeki no Kyogin
6. Violetta
7. Pânico na TV
8. Galinha Pintadinha
9. José do Egito
10.Naruto Shippuden
Brazilian TV in the Digital Era
BANKS & CARDS
TV Advertisers
1. Itaú
2. Caixa Econômica
3. Bradesco
4. Santander
5. Banco do Brasil
6. HSBC
7. Sodexo
8. Itaucard
9. Credicard
10.Visa Vale
Google Zeitgeist Brazil 2013
30. Social TV
Brazilian TV in the Digital Era
Twitter rolls out TV trending banners
on August 2013
Old and new media collide
31. Social TV
Brazilian TV in the Digital Era
Nielsen Twitter TV Rating rolled out
on October 2013
Ratings &Tweets influence each other
32. Social TV
Brazilian TV in the Digital Era
Almost half of TTs in Brazil are
influenced by TV
TV and sports driving tweets
33. Social TV
Brazilian TV in the Digital Era
TV harnessing the power of social mentions
TNT live interaction: Grammy Awards
39. Harnessing the Power of Social TV
Brazilian TV in the Digital Era
5 Ways of
Reaching
Brazilians
Through
Social TV
Opportunities for marketers
40. Reaching Brazilians Through Social TV
Brazilian TV in the Digital Era
Brazilians who use social media to
comment on programs while watching TV
of those aged
18-24
of those aged
25-35
of those aged
36-45
of those aged
45-60
of Brazilians like
to comment on what
they’re watching on TV
Source: CGlobal
#1 Sync social spots with TV habits
41. Reaching Brazilians Through Social TV
Brazilian TV in the Digital Era
√ Reality Shows
√ Soap Operas
√ Sports (Football)
#2 Follow the eyeballs
42. Reaching Brazilians Through Social TV
Brazilian TV in the Digital Era
Favorite activities of
Brazilians on the
second screen while
watching TV
#1 Going on social media
#2 Getting information about shows
#3 Searching for products advertised on TV
of Brazilian internet users
want easier access to
information about products
advertised on TV shows
#3 Use apps like Shazam
Source: CGlobal
45. Brazilian Ad Market
Brazilian TV in the Digital Era
Brazilian Ad Market is World’s 5th largest
25
22.2
20
15.3
16.2
15
Billions USD
10
5
0
2011
2012
2014Estimate
Source: Zenith Optimedia
45% projected growth in 3 years
46. Brazilian Ad Market
Brazilian TV in the Digital Era
Ad Share Spend in Brazil
3.38% 2.96%
Broadcast TV
0.25%
0.84%
11.98%
Magazine
Radio
Newspapers
11.06%
Cinema
60.63%
3.77%
5.13%
Guides/Lists
Internet
Pay TV
Outdoor Media
Source: Projeto Inter-Meios (2012)
TV leads. Internet beats newpapers as # 2.
47. Brazilian Ad Market
Brazilian TV in the Digital Era
Ad Share Spend Growth
Source: Projeto Inter-Meios (2012)
All segments growing. Internet leads.
48. Telecom Challenges
Brazilian TV in the Digital Era
In two years the
number of internet
users with + 2 Mb
bandwith doubled, from
8.9 MM on October 2011
to 17.7 MM on October
2013.
Sources: IBOPE (October 2013)
Low speed as a bottleneck
49. Telecom Challenges
Brazilian TV in the Digital Era
What slows internet growth
Low Penetration (Continental country)
Expensive (Low income population)
Regulatory Issues (20% SLA for bandwidth)
Pleny of room for growth.
50. Convergence is the name of the game
Brazilian TV in the Digital Era
If someone says TV in Brazil is dead
DON’T LISTEN.
Media is converging and TV is a strong ally
of your digital marketing plan in the country.
51. Contact Information
Brazilian TV in the Digital Era
Bruce Ledesma
Digital Marketing Strategist
@ledesmabruce
/bruce.ledesma
ledesma.bruce@gmail.com
Editor's Notes
About meI come from a different walk of life. Come from the financial services industry. Worked for Thomson Reuters start up office in Brazil (online information services - first homebrokers: a disaster). 2 years later I joined an investor relations start up. (IR is marketing for public companies)I was responsible developing financial communications strategies for major public companies Latin America (AmBev, Coca-Cola FEMSA, Petrobras, UOL – largest Portuguese language content producer on the internet) and as a technology director was responsible for building the online communications and information services infrastructure for such companies. Websites, streaming services, CRM, datarooms, you name it. 10 years past, I took a sabbatical (RTW trip) and redirected my career to digital marketing. I expect to earn my MBA in Digital Marketing from FGV (but that depends on Nino). Here I am. All very exciting and fun.As a globetrotter, it’s always pleasure to speak with an international crowd. Who are you?NameCityProfession (what do you do and where you work)
> WHAT IS THIS DEVICE CALLED?> IS IT ALIVE AND KICKING DYING? (no money/no burning to a stake)> WHAT DO YOU SEE HERE?> WHO LIKES FLOWERS?I love flowers! They are lifesavers! Why?LET’S TALK TULIPSIn 1593 tulips were brought from Turkey and introduced to the Dutch. Novelty, something sought after and making it fairly pricey. With time, tulips contracted a non-fatal virus known as mosaic, which didn't kill the tulip population but altered them causing "flames" of color to appear upon the petals. The color patterns came in a wide variety, increasing the rarity of an already unique flower. Tulipsbegan to rise in price according to how their virus alterations were valued, or desired. Everyone began speculating on the tulip market, which was believed to have no limits. Bulb buyers began depleting the supply further and increasing scarcity and demand Soon, prices were rising so fast and high that people were trading their land, life savings to get more tulip bulbs. Overpriced tulips enjoyed a twenty-fold increase in value - in one month! Needless to say, the prices were not an accurate reflection of the value of a tulip bulb. When prices began to dive, people panicked and sold regardless of losses. No one emerged unscathed from the crash. The effects of the tulip craze left the Dutch very hesitant about speculative investments for quite some time. To the extent that they would deal commercially with plants on large scale 400 years. Non-speculative sale of marijuana. SPECULATION: THE FORMING OF A THEORY OR CONJECTURE WITHOUT FIRM EVIDENCE. IDEAS OR GUESSES ABOUT SOMETHING THAT IS NOT KNOWN.LET’S TALK INTERNETCommercially the internet started to catch on in 1995 with an estimated 18 million users. The rise in usage meant an untapped market--an international market. Soon, speculators were barely able to control their excitement over the “new economy” The IPOs of internet companies emerged sweeping the world up in euphoria. Investors were blindly grabbing every new issue without even looking at a business plan to find out, for example, how long the company would take before making a profit, if ever. In the year 1999, there were 457 IPOs, most of which were internet and technology related. Of those 457 IPOs, 117 doubled in price on the first day of trading. Obviously, there was a problem. Companies themselvesreported huge losses and some folded outright within months of their offering.As former Federal Reserve chairman, Alan Greenspan, coined in 1996, we were all witnessing the “irrational exuberance of the markets”. In 2001 the number of IPOs dwindled to 76, and none of them doubled on the first day of trading. TV Networks in Brazil continued untouched. Only one network when broke but was bought and still airs (and features a program with Luciana Gimenez – the model who slept who bore Mick Jagger an unplanned baby and guaranteed her a juicy settlement plan for life). For at least 25 years there is huge speculation over the death of television (including Brazil). So, is it alive and kicking or is it dying?BACK TO WHAT YOU SAID ABOUT TV: DID YOU EXPRESS YOUR OPINIONS AS KNOWN FACTS OR WERE YOU SPECULATING?I HAD MY OWN SPECULATION ABOUT TV X DIGITAL. MAINLY BECAUSE OF WHAT I READ (PAPERS FROM THE DIGITAL INDUSTRY) AND WAS PUZZLED BY THE RESULTS.
Greater SP TV ratings. Why? Because Greater SP is the reference area for ad professionals who buy TV media slots. That is what they look at. We can see that Broadcast TV has taken a dive in ratings over the last few years (more severely between 2011 and 2012). OCN is the exception as it continues to expand it vigorously in Brazil, up 33% over the last two years. Double digit growth is expected once again by the end of 2014. People consume other media while watching TV (as we will see in a while), but it does not mean a lot of people are turning TV off. Aggregate TV ratings show a only slight dip, almost FLAT: 39,0 points in 2011 x 38,3. That is a 1,8% decrease in two years.
Same phenomenon is observed for Prime Time ratings. Two-digit growth for OCN. Two factors: (late) change in habit. In the past, with Globo dominating broadcast TV, people were not used to flipping channels very often. Now more people have more channel options. And when it comes to watching TV, viewers fall into three categories:Define each. loyals, casuals, and zappers (see book)With the ever growing expansion of cable and larger middle classes, Brazil is producing more zappers. Aggregate Prime Time TV ratings show a 1% increase.
Same phenomenon is observed for Prime Time ratings. Two-digit growth for OCN. Two factors: (late) change in habit. In the past, with Globo dominating broadcast TV, people were not used to flipping channels very often. Now more people have more channel options. And when it comes to watching TV, viewers fall into three categories:Define each. loyals, casuals, and zappers (see book)With the ever growing expansion of cable and larger middle classes, Brazil is producing more zappers. Aggregate Prime Time TV ratings show a 1% increase.
All technologiesDouble Digit CAGR
Cannot see the cable and satellite TV operators
Photoshop to pinpoint satellite dishes. Very evident.
Brazil is going against the world tide. And soon we are going to see why this is happening.
Numbers are quite different. > WHY COMPANIES EXPECT A DOUBLE-DIGIT GROWTH IN 2014?What do they have in common?Both are optimisticWhat are the three things we know for sure? More TV sets will be sold in Brazil this yearPeople are going to get fired in one of the two companiesBrazil will win the World Cup
105,123,298
Convergence in course
SOCIAL TELEVISION IS A GENERAL TERM FOR TECHNOLOGIES THAT SUPPORTS COMMUNICATION AND SOCIAL INTERACTION IN EITHER THE CONTEXT OF WATCHING TELEVISION OR RELATED TO TV CONTENT.The concept of socializing around TV content is not new. But Social TV is creating the cyber-living-room and cyber-bar to enable increased interactivity around shared programming both live and time-shifted. In an attempt to recapture the social aspects of television lost since the advent of multiple-screen households, which discourage gatherings to watch television together, social television aims to connect viewers with their friends and families even when they are not watching the same screen. As a concept, social television is not linked to a specific architecture such as cable television, IPTV, peer-to-peer delivery, or internet television (over the top or OTT). Nor is it necessarily limited to a traditional television screen, but could also be presented on a computer or handheld device such as a cell phone, tablet computer or netbook.Social TV started in the early 2000s with limited success as the creation of the shared connections was cumbersome with a remote control and the User Interface (UI) design made the interaction disruptive to the TV experience. But social networking has made Social TV suddenly feasible, since it already encourages constant connection between members of the network and the creation of likely minded groups. The shared content and activities often relate to TV content. At the same time, the smartphone market has been growing quickly. 86% of Americans already use their phones while watching TV. A recent AC Nielsen survey also revealed that 33% of consumers regularly use mobile apps while watching TV.[5]The tandem growth of smartphones and social media has paved the way for the social TV market to take off; multiple startups have recently appeared in the field. According to a Parks Associates Industry Report,[6] over one-fourth of users ages 18–24 are interested in having more social features integrated into their TV-experience. The most desired social experience was in multiplayer games, though a close second was to chat with others who were watching the same program. Generation Y, those currently 18–33 years old, have been found[7] to actually access the internet more often than they watch television. The same research shows that 42% of the members of this generation access an Internet video at least monthly. And the industry is taking note: popular video sites are now more and more allowing viewers to interact.Visiware was the first company to create an application that allowed TV viewers to actively participate in a TV Show as it was broadcasting, via Internet. As of May 2010, the first concept of PlayAlong was created. In October 2010, German TV channel ZDF was the first to adapt PlayAlong for one of its TV shows: Rette die Million! (based on Endemol’s The Million Pound Drop Live). United States, France, Spain, Netherlands and Hungary also launched PlayAlong as about 10 other countries by the end of 2011.The main research areas include the creation of a simple user experience across multiple platforms that encompasses aspects of development platforms, devices and networks. Also necessary are easy ways to filter casual acquaintances their social network from "real" friends or affinity circle members, with whom an individual would actually want to share thoughts or comments in a more private environment. Also because of the multiplicity of platforms recent work has also addressed the networking fundamentals behind Social TV. The MIT Media Lab has held a graduate class on Social TV since 2009. In 2012, faculty at the Wharton School of Business launched a Social TV Lab to study the link between what is said on television and what is shared simultaneously with the public on social media about shows and advertisements. Other research organizations active in Social TV include British Telecom, Motorola Research and Microsoft Research.
Impressive numbersTV programs Pure internet players (and there are others)
For Twitter, it’s not enough to be a social network that serves as the pulse for what everyone is currently talking about the most. Now the company also wants to direct your eyeballs to a specific location at a specific time, such as your television screen during prime time viewing hours.
A capacidade de gerar buzz é outro aspecto da Social TV quepassará a sercadavezmaisvalorizado. Tantoqueemdezembro a própria Nielsen anunciouumapareceria com o Twitter para a criação do Nielsen Twitter TV Rating, um indicadorparamonitorar o engajamento da audiência de programas de televisãonarede social.=========Cerca de 40% dos assuntosquechegamaos trending topics (ou TTs) do Twitter sãoinfluenciados, diretaouindiretamente, pelaprogramaçãotelevisiva, revela o estudo “Trending Topics do Twitter”, do terceirotrimestre de 2012, realizadopelaE.life. São chamados de TTs aquelestemasqueganhampopularidade e notoriedade com rapidez no microblog e se destacamnarepercussão da rede social, indicandotendências.estudoapontaquehárazõesdiferentesquejustificam a influência da TV emcadacategoria. Emesportes, percebe-se que a maioria dos tópicosrelacionados a essacategoriaestãoassociadosaoseventostelevisionados com destaqueparaosjogosolímpicos e ostorneios de futebol. Na categoriamúsica, a influência da TV éaindamaispercebida, poissãoexatamenteoseventostelevisivosqueganharammaisnotoriedade, com destaquepara o MTV Video Music Awards, PrêmioMultishow e a Turnê da banda Maroon 5.Para o CEO da empresa, Alessandro Barbosa Lima, “os dados confirmamque, cadavezmais, osusuários do Twitter assistemàtelevisãoaomesmo tempo emquepostamcomentários no microblog”. Outraprova disso éque a própriaprogramação da TV, quemereceuumacategoriaespecífica no levantamento da E.life, éconstantementealçadaaos trending topics graçasao buzz envolvendo as novelas e seusatoresmaisfamosos.========surgimento de aplicativos e redessociaiscapazes de se integraraoconteúdo de televisãoé outro ponto da Social TV quepassaremos a observar com maisfrequência. Um exemplo disso é o GetGlue, umarede social paradispositivosmóveisquepossibilitaaosusuáriosdarem “check-ins” emfilmes, séries de TV, shows e eventosesportivos. Suasfuncionalidadespermitemque o usuáriocompartilhe com amigos aquiloqueestáassistindo, conduzadiscussões, obtenharecomendações e acompanheoshorários de exibição dos programasna TV. Além disso, incorpora o conceito dos Likes vindos do Facebook.A categoria TV écompostaportermosrelacionadosexclusivamenteàprogramação, como as novelas, osseriados, osatores e osjogos, entre outros exemplos. No entanto, outrascategoriasganhamnotoriedadedevidoàinfluênciadiretaexercidapela TV, comoé o caso de Esporte. Na apuração da E.life, 100% dos assuntos da categoriaquechegamaos TTs estãorelacionados a eventosesportivosqueforamtelevisionados, comojogos de futebol e vôlei, corrida de automobilismo e lutas de MMA. Abaixoseguemostemasquemaisapareceramnos Trending Topics do Twitter emcadacategoria.Top temasporcategoriasCinema – O filme “OsVingadores” foilembrado com maisfrequêncianastrêslocalidadesanalisadas. No Rio de Janeiro e em São Paulo, a estreia da versão 3D do Titanic foi um dos TTs da categoria.Datascomemorativas – As celebraçõesmaiscomentadasforam o Dia das Mães (13/05), o feriado de Corpus Christi (07/06) e o Dia dos Namorados (12/06). DatasreligiosascomoDia de São João e Dia de São Pedro tambémforambastantelembradas no Rio de Janeiro e em São Paulo.Esporte – Nastrêslocalidadeanalisadas, o futebolfoi o esportemaiscomentado, com ênfaseaosjogos da Libertadores e da Eurocopa, além de mençõesà final da Liga dos Campeões. O segundotemaquemaisapareceunestacategoriafoi o automobilismo, com menções a vários GPs e aopiloto Sebastian Vettel, esteúltimoliderandoos TTs de São Paulo. Alusõesao The Ultimate Fighter (TUF), reality show com lutadores de MMA, ajudaram o UFC se tornar a segundasubcategoriamaiscomentadanos TTs do Rio de Janeiro.Eventos – A Virada Cultural de São Paulo e a Rio + 20 foramoseventosquemaisapareceramnastrêslocalidadesanalisadas. O Festival Folclórico de Parintinstambémfoilembradonos TTs do Brasil e do Rio de Janeiro.Internet e tecnologia – Osdoisassuntosquemaisapareceramnos TTs destacategoriaforam a popularização do aplicativo Song Pop (paracelular e Facebook) e a versão do app Instagrampara Android.Música – Nestacategoria, a maioria dos termos com recorrentepresença no TTs dizrespeito a artistasinternacionaisquefazemsucesso com um públicoformadoporcrianças, adolescentes e adultosjovens. A Banda One Direction apareceudiversasvezesnoscomentários do Twitter, assimcomo o ator Wagner Moura, pelofato de ter se apresentadocomovocalista da bandaLegião Urbana emtributotransmitidoao vivo pela MTV.Notícias – A internação do arquiteto Oscar Niemeyer e morte de suafilha, Anna Maria Niemeyer; o acidente de carrosofridopelo cantor Pedro Leonardo; e o assassinato de Marcos Matsunaga, executivo da Yoki, foram as notíciasquemaisapareceramnos TTs do Brasil, do Rio de Janeiro e de São Paulo.Política – Váriospolíticostiveramseusnomes entre o TTs destacategoria. Paulo Maluffoilembradopelaaliança de seupartido com o PT, e LuizaErundinapelasuadesistência de participar da chapa de Fernando Haddad. Carlos Cachoeirafoicitadodevidoaoseuenvolvimento com a corrupção entre funcionários do Governo e, o ex-presidente do Paraguai, Fernando Lugo, porseu impeachment. A “Comissão da Verdade”, instauradapelapresidenteDilmaRousseffparaesclarecerviolações de direitoshumanos, ocorridos entre 1946 e 1988, tambémapareceudiversasvezesnos TTs."TV – O CQC e a minissérie Gabriela foramosdoisprogramasmaispresentesnos TTs do Brasil, do Rio de Janeiro e de São Paulo. A atriz Juliana Paesrecebeumuitasmençõesnastrêslocalidades. O RolaouEnrola, quadro do Programa da Eliana, no SBT, e o Reality Show A Fazenda, da Rede Record, tambémestiveram entre os TTs do Twitter.*Fonte: E.life.
E no Brasil? Saber quaisprogramas de TV estãobombandonasmídiassociais e decidir se vale a penaassociar a suamarca a eles a um customaisreduzidoemrelação a anúnciosna TV tem desafiadocadavezmaisanunciantes e agências. Um dos grandeproblemasé a falta de métricasquepossamajudar a nortear o planejamento de mídia. Razãopelaqual a área de learning & insights do Ibope Media tenhadecididousar a plataforma de inteligência de negócios da startup brasileiraQual Canal pararealizarestudosanalíticossobre a influência de redessociaisnaaudiência de televisão no país.Resultadospreliminaresdessesestudosforamapresentados no início de julho (11/7), em São Paulo. Ressaltandoaindasercedoparaestabelecerumarelaçãodireta entre a repercussão no Twitter e a audiêncianatelevisão, Ibope e Qual Canal admitemquejáépossívelidentificaralgumastendênciasquepodemcontribuirparadefinição de estratégias de emissoras e de anunciantes no âmbito das duasmídias. Entre elas o fato de que a relaçãoespontânea entre a audiência e a quantidade de tweets é de interdependência, condicionadapeloconteúdo dos programas de TV.Háumarelação, mas nãoobrigatoriamenteumacorrelação entre volumes de tweet e audiência dos programas, o quedificultaencontrarsoluçõesmatemáticasparatodososcasos. No entanto, háalgunsgatilhos a partir dos quaispareceserpossívelencontrarumamodelomatemáticoparaestabelecer a correlação _ segundo o analista do Ibope Media, José Calazans, a partir de 17 pontos de audiência, a cada 5 mil tweets éobservado o ganho de mais um ponto. Mas só um tempo maior de análisepermitiráaoIbopecomprovaressamatematização e incluirnovosindicadores de fidelidade, permanência, adesão, etc.- See more at: http://idgnow.com.br/internet/2013/08/07/twitter-pode-ajudar-a-melhorar-a-audiencia-da-tv-conclui-nielsen/#sthash.611fglfe.dpuf
E no Brasil? Saber quaisprogramas de TV estãobombandonasmídiassociais e decidir se vale a penaassociar a suamarca a eles a um customaisreduzidoemrelação a anúnciosna TV tem desafiadocadavezmaisanunciantes e agências. Um dos grandeproblemasé a falta de métricasquepossamajudar a nortear o planejamento de mídia. Razãopelaqual a área de learning & insights do Ibope Media tenhadecididousar a plataforma de inteligência de negócios da startup brasileiraQual Canal pararealizarestudosanalíticossobre a influência de redessociaisnaaudiência de televisão no país.Resultadospreliminaresdessesestudosforamapresentados no início de julho (11/7), em São Paulo. Ressaltandoaindasercedoparaestabelecerumarelaçãodireta entre a repercussão no Twitter e a audiêncianatelevisão, Ibope e Qual Canal admitemquejáépossívelidentificaralgumastendênciasquepodemcontribuirparadefinição de estratégias de emissoras e de anunciantes no âmbito das duasmídias. Entre elas o fato de que a relaçãoespontânea entre a audiência e a quantidade de tweets é de interdependência, condicionadapeloconteúdo dos programas de TV.Háumarelação, mas nãoobrigatoriamenteumacorrelação entre volumes de tweet e audiência dos programas, o quedificultaencontrarsoluçõesmatemáticasparatodososcasos. No entanto, háalgunsgatilhos a partir dos quaispareceserpossívelencontrarumamodelomatemáticoparaestabelecer a correlação _ segundo o analista do Ibope Media, José Calazans, a partir de 17 pontos de audiência, a cada 5 mil tweets éobservado o ganho de mais um ponto. Mas só um tempo maior de análisepermitiráaoIbopecomprovaressamatematização e incluirnovosindicadores de fidelidade, permanência, adesão, etc.- See more at: http://idgnow.com.br/internet/2013/08/07/twitter-pode-ajudar-a-melhorar-a-audiencia-da-tv-conclui-nielsen/#sthash.611fglfe.dpuf
A capacidade de gerar buzz é outro aspecto da Social TV quepassará a sercadavezmaisvalorizado. Tantoqueemdezembro a própria Nielsen anunciouumapareceria com o Twitter para a criação do Nielsen Twitter TV Rating, um indicadorparamonitorar o engajamento da audiência de programas de televisãonarede social.=========Cerca de 40% dos assuntosquechegamaos trending topics (ou TTs) do Twitter sãoinfluenciados, diretaouindiretamente, pelaprogramaçãotelevisiva, revela o estudo “Trending Topics do Twitter”, do terceirotrimestre de 2012, realizadopelaE.life. São chamados de TTs aquelestemasqueganhampopularidade e notoriedade com rapidez no microblog e se destacamnarepercussão da rede social, indicandotendências.estudoapontaquehárazõesdiferentesquejustificam a influência da TV emcadacategoria. Emesportes, percebe-se que a maioria dos tópicosrelacionados a essacategoriaestãoassociadosaoseventostelevisionados com destaqueparaosjogosolímpicos e ostorneios de futebol. Na categoriamúsica, a influência da TV éaindamaispercebida, poissãoexatamenteoseventostelevisivosqueganharammaisnotoriedade, com destaquepara o MTV Video Music Awards, PrêmioMultishow e a Turnê da banda Maroon 5.Para o CEO da empresa, Alessandro Barbosa Lima, “os dados confirmamque, cadavezmais, osusuários do Twitter assistemàtelevisãoaomesmo tempo emquepostamcomentários no microblog”. Outraprova disso éque a própriaprogramação da TV, quemereceuumacategoriaespecífica no levantamento da E.life, éconstantementealçadaaos trending topics graçasao buzz envolvendo as novelas e seusatoresmaisfamosos.========surgimento de aplicativos e redessociaiscapazes de se integraraoconteúdo de televisãoé outro ponto da Social TV quepassaremos a observar com maisfrequência. Um exemplo disso é o GetGlue, umarede social paradispositivosmóveisquepossibilitaaosusuáriosdarem “check-ins” emfilmes, séries de TV, shows e eventosesportivos. Suasfuncionalidadespermitemque o usuáriocompartilhe com amigos aquiloqueestáassistindo, conduzadiscussões, obtenharecomendações e acompanheoshorários de exibição dos programasna TV. Além disso, incorpora o conceito dos Likes vindos do Facebook.A categoria TV écompostaportermosrelacionadosexclusivamenteàprogramação, como as novelas, osseriados, osatores e osjogos, entre outros exemplos. No entanto, outrascategoriasganhamnotoriedadedevidoàinfluênciadiretaexercidapela TV, comoé o caso de Esporte. Na apuração da E.life, 100% dos assuntos da categoriaquechegamaos TTs estãorelacionados a eventosesportivosqueforamtelevisionados, comojogos de futebol e vôlei, corrida de automobilismo e lutas de MMA. Abaixoseguemostemasquemaisapareceramnos Trending Topics do Twitter emcadacategoria.Top temasporcategoriasCinema – O filme “OsVingadores” foilembrado com maisfrequêncianastrêslocalidadesanalisadas. No Rio de Janeiro e em São Paulo, a estreia da versão 3D do Titanic foi um dos TTs da categoria.Datascomemorativas – As celebraçõesmaiscomentadasforam o Dia das Mães (13/05), o feriado de Corpus Christi (07/06) e o Dia dos Namorados (12/06). DatasreligiosascomoDia de São João e Dia de São Pedro tambémforambastantelembradas no Rio de Janeiro e em São Paulo.Esporte – Nastrêslocalidadeanalisadas, o futebolfoi o esportemaiscomentado, com ênfaseaosjogos da Libertadores e da Eurocopa, além de mençõesà final da Liga dos Campeões. O segundotemaquemaisapareceunestacategoriafoi o automobilismo, com menções a vários GPs e aopiloto Sebastian Vettel, esteúltimoliderandoos TTs de São Paulo. Alusõesao The Ultimate Fighter (TUF), reality show com lutadores de MMA, ajudaram o UFC se tornar a segundasubcategoriamaiscomentadanos TTs do Rio de Janeiro.Eventos – A Virada Cultural de São Paulo e a Rio + 20 foramoseventosquemaisapareceramnastrêslocalidadesanalisadas. O Festival Folclórico de Parintinstambémfoilembradonos TTs do Brasil e do Rio de Janeiro.Internet e tecnologia – Osdoisassuntosquemaisapareceramnos TTs destacategoriaforam a popularização do aplicativo Song Pop (paracelular e Facebook) e a versão do app Instagrampara Android.Música – Nestacategoria, a maioria dos termos com recorrentepresença no TTs dizrespeito a artistasinternacionaisquefazemsucesso com um públicoformadoporcrianças, adolescentes e adultosjovens. A Banda One Direction apareceudiversasvezesnoscomentários do Twitter, assimcomo o ator Wagner Moura, pelofato de ter se apresentadocomovocalista da bandaLegião Urbana emtributotransmitidoao vivo pela MTV.Notícias – A internação do arquiteto Oscar Niemeyer e morte de suafilha, Anna Maria Niemeyer; o acidente de carrosofridopelo cantor Pedro Leonardo; e o assassinato de Marcos Matsunaga, executivo da Yoki, foram as notíciasquemaisapareceramnos TTs do Brasil, do Rio de Janeiro e de São Paulo.Política – Váriospolíticostiveramseusnomes entre o TTs destacategoria. Paulo Maluffoilembradopelaaliança de seupartido com o PT, e LuizaErundinapelasuadesistência de participar da chapa de Fernando Haddad. Carlos Cachoeirafoicitadodevidoaoseuenvolvimento com a corrupção entre funcionários do Governo e, o ex-presidente do Paraguai, Fernando Lugo, porseu impeachment. A “Comissão da Verdade”, instauradapelapresidenteDilmaRousseffparaesclarecerviolações de direitoshumanos, ocorridos entre 1946 e 1988, tambémapareceudiversasvezesnos TTs."TV – O CQC e a minissérie Gabriela foramosdoisprogramasmaispresentesnos TTs do Brasil, do Rio de Janeiro e de São Paulo. A atriz Juliana Paesrecebeumuitasmençõesnastrêslocalidades. O RolaouEnrola, quadro do Programa da Eliana, no SBT, e o Reality Show A Fazenda, da Rede Record, tambémestiveram entre os TTs do Twitter.*Fonte: E.life.
A capacidade de gerar buzz é outro aspecto da Social TV quepassará a sercadavezmaisvalorizado. Tantoqueemdezembro a própria Nielsen anunciouumapareceria com o Twitter para a criação do Nielsen Twitter TV Rating, um indicadorparamonitorar o engajamento da audiência de programas de televisãonarede social.=========Cerca de 40% dos assuntosquechegamaos trending topics (ou TTs) do Twitter sãoinfluenciados, diretaouindiretamente, pelaprogramaçãotelevisiva, revela o estudo “Trending Topics do Twitter”, do terceirotrimestre de 2012, realizadopelaE.life. São chamados de TTs aquelestemasqueganhampopularidade e notoriedade com rapidez no microblog e se destacamnarepercussão da rede social, indicandotendências.estudoapontaquehárazõesdiferentesquejustificam a influência da TV emcadacategoria. Emesportes, percebe-se que a maioria dos tópicosrelacionados a essacategoriaestãoassociadosaoseventostelevisionados com destaqueparaosjogosolímpicos e ostorneios de futebol. Na categoriamúsica, a influência da TV éaindamaispercebida, poissãoexatamenteoseventostelevisivosqueganharammaisnotoriedade, com destaquepara o MTV Video Music Awards, PrêmioMultishow e a Turnê da banda Maroon 5.Para o CEO da empresa, Alessandro Barbosa Lima, “os dados confirmamque, cadavezmais, osusuários do Twitter assistemàtelevisãoaomesmo tempo emquepostamcomentários no microblog”. Outraprova disso éque a própriaprogramação da TV, quemereceuumacategoriaespecífica no levantamento da E.life, éconstantementealçadaaos trending topics graçasao buzz envolvendo as novelas e seusatoresmaisfamosos.========surgimento de aplicativos e redessociaiscapazes de se integraraoconteúdo de televisãoé outro ponto da Social TV quepassaremos a observar com maisfrequência. Um exemplo disso é o GetGlue, umarede social paradispositivosmóveisquepossibilitaaosusuáriosdarem “check-ins” emfilmes, séries de TV, shows e eventosesportivos. Suasfuncionalidadespermitemque o usuáriocompartilhe com amigos aquiloqueestáassistindo, conduzadiscussões, obtenharecomendações e acompanheoshorários de exibição dos programasna TV. Além disso, incorpora o conceito dos Likes vindos do Facebook.A categoria TV écompostaportermosrelacionadosexclusivamenteàprogramação, como as novelas, osseriados, osatores e osjogos, entre outros exemplos. No entanto, outrascategoriasganhamnotoriedadedevidoàinfluênciadiretaexercidapela TV, comoé o caso de Esporte. Na apuração da E.life, 100% dos assuntos da categoriaquechegamaos TTs estãorelacionados a eventosesportivosqueforamtelevisionados, comojogos de futebol e vôlei, corrida de automobilismo e lutas de MMA. Abaixoseguemostemasquemaisapareceramnos Trending Topics do Twitter emcadacategoria.Top temasporcategoriasCinema – O filme “OsVingadores” foilembrado com maisfrequêncianastrêslocalidadesanalisadas. No Rio de Janeiro e em São Paulo, a estreia da versão 3D do Titanic foi um dos TTs da categoria.Datascomemorativas – As celebraçõesmaiscomentadasforam o Dia das Mães (13/05), o feriado de Corpus Christi (07/06) e o Dia dos Namorados (12/06). DatasreligiosascomoDia de São João e Dia de São Pedro tambémforambastantelembradas no Rio de Janeiro e em São Paulo.Esporte – Nastrêslocalidadeanalisadas, o futebolfoi o esportemaiscomentado, com ênfaseaosjogos da Libertadores e da Eurocopa, além de mençõesà final da Liga dos Campeões. O segundotemaquemaisapareceunestacategoriafoi o automobilismo, com menções a vários GPs e aopiloto Sebastian Vettel, esteúltimoliderandoos TTs de São Paulo. Alusõesao The Ultimate Fighter (TUF), reality show com lutadores de MMA, ajudaram o UFC se tornar a segundasubcategoriamaiscomentadanos TTs do Rio de Janeiro.Eventos – A Virada Cultural de São Paulo e a Rio + 20 foramoseventosquemaisapareceramnastrêslocalidadesanalisadas. O Festival Folclórico de Parintinstambémfoilembradonos TTs do Brasil e do Rio de Janeiro.Internet e tecnologia – Osdoisassuntosquemaisapareceramnos TTs destacategoriaforam a popularização do aplicativo Song Pop (paracelular e Facebook) e a versão do app Instagrampara Android.Música – Nestacategoria, a maioria dos termos com recorrentepresença no TTs dizrespeito a artistasinternacionaisquefazemsucesso com um públicoformadoporcrianças, adolescentes e adultosjovens. A Banda One Direction apareceudiversasvezesnoscomentários do Twitter, assimcomo o ator Wagner Moura, pelofato de ter se apresentadocomovocalista da bandaLegião Urbana emtributotransmitidoao vivo pela MTV.Notícias – A internação do arquiteto Oscar Niemeyer e morte de suafilha, Anna Maria Niemeyer; o acidente de carrosofridopelo cantor Pedro Leonardo; e o assassinato de Marcos Matsunaga, executivo da Yoki, foram as notíciasquemaisapareceramnos TTs do Brasil, do Rio de Janeiro e de São Paulo.Política – Váriospolíticostiveramseusnomes entre o TTs destacategoria. Paulo Maluffoilembradopelaaliança de seupartido com o PT, e LuizaErundinapelasuadesistência de participar da chapa de Fernando Haddad. Carlos Cachoeirafoicitadodevidoaoseuenvolvimento com a corrupção entre funcionários do Governo e, o ex-presidente do Paraguai, Fernando Lugo, porseu impeachment. A “Comissão da Verdade”, instauradapelapresidenteDilmaRousseffparaesclarecerviolações de direitoshumanos, ocorridos entre 1946 e 1988, tambémapareceudiversasvezesnos TTs."TV – O CQC e a minissérie Gabriela foramosdoisprogramasmaispresentesnos TTs do Brasil, do Rio de Janeiro e de São Paulo. A atriz Juliana Paesrecebeumuitasmençõesnastrêslocalidades. O RolaouEnrola, quadro do Programa da Eliana, no SBT, e o Reality Show A Fazenda, da Rede Record, tambémestiveram entre os TTs do Twitter.*Fonte: E.life.
A capacidade de gerar buzz é outro aspecto da Social TV quepassará a sercadavezmaisvalorizado. Tantoqueemdezembro a própria Nielsen anunciouumapareceria com o Twitter para a criação do Nielsen Twitter TV Rating, um indicadorparamonitorar o engajamento da audiência de programas de televisãonarede social.=========Cerca de 40% dos assuntosquechegamaos trending topics (ou TTs) do Twitter sãoinfluenciados, diretaouindiretamente, pelaprogramaçãotelevisiva, revela o estudo “Trending Topics do Twitter”, do terceirotrimestre de 2012, realizadopelaE.life. São chamados de TTs aquelestemasqueganhampopularidade e notoriedade com rapidez no microblog e se destacamnarepercussão da rede social, indicandotendências.estudoapontaquehárazõesdiferentesquejustificam a influência da TV emcadacategoria. Emesportes, percebe-se que a maioria dos tópicosrelacionados a essacategoriaestãoassociadosaoseventostelevisionados com destaqueparaosjogosolímpicos e ostorneios de futebol. Na categoriamúsica, a influência da TV éaindamaispercebida, poissãoexatamenteoseventostelevisivosqueganharammaisnotoriedade, com destaquepara o MTV Video Music Awards, PrêmioMultishow e a Turnê da banda Maroon 5.Para o CEO da empresa, Alessandro Barbosa Lima, “os dados confirmamque, cadavezmais, osusuários do Twitter assistemàtelevisãoaomesmo tempo emquepostamcomentários no microblog”. Outraprova disso éque a própriaprogramação da TV, quemereceuumacategoriaespecífica no levantamento da E.life, éconstantementealçadaaos trending topics graçasao buzz envolvendo as novelas e seusatoresmaisfamosos.========surgimento de aplicativos e redessociaiscapazes de se integraraoconteúdo de televisãoé outro ponto da Social TV quepassaremos a observar com maisfrequência. Um exemplo disso é o GetGlue, umarede social paradispositivosmóveisquepossibilitaaosusuáriosdarem “check-ins” emfilmes, séries de TV, shows e eventosesportivos. Suasfuncionalidadespermitemque o usuáriocompartilhe com amigos aquiloqueestáassistindo, conduzadiscussões, obtenharecomendações e acompanheoshorários de exibição dos programasna TV. Além disso, incorpora o conceito dos Likes vindos do Facebook.A categoria TV écompostaportermosrelacionadosexclusivamenteàprogramação, como as novelas, osseriados, osatores e osjogos, entre outros exemplos. No entanto, outrascategoriasganhamnotoriedadedevidoàinfluênciadiretaexercidapela TV, comoé o caso de Esporte. Na apuração da E.life, 100% dos assuntos da categoriaquechegamaos TTs estãorelacionados a eventosesportivosqueforamtelevisionados, comojogos de futebol e vôlei, corrida de automobilismo e lutas de MMA. Abaixoseguemostemasquemaisapareceramnos Trending Topics do Twitter emcadacategoria.Top temasporcategoriasCinema – O filme “OsVingadores” foilembrado com maisfrequêncianastrêslocalidadesanalisadas. No Rio de Janeiro e em São Paulo, a estreia da versão 3D do Titanic foi um dos TTs da categoria.Datascomemorativas – As celebraçõesmaiscomentadasforam o Dia das Mães (13/05), o feriado de Corpus Christi (07/06) e o Dia dos Namorados (12/06). DatasreligiosascomoDia de São João e Dia de São Pedro tambémforambastantelembradas no Rio de Janeiro e em São Paulo.Esporte – Nastrêslocalidadeanalisadas, o futebolfoi o esportemaiscomentado, com ênfaseaosjogos da Libertadores e da Eurocopa, além de mençõesà final da Liga dos Campeões. O segundotemaquemaisapareceunestacategoriafoi o automobilismo, com menções a vários GPs e aopiloto Sebastian Vettel, esteúltimoliderandoos TTs de São Paulo. Alusõesao The Ultimate Fighter (TUF), reality show com lutadores de MMA, ajudaram o UFC se tornar a segundasubcategoriamaiscomentadanos TTs do Rio de Janeiro.Eventos – A Virada Cultural de São Paulo e a Rio + 20 foramoseventosquemaisapareceramnastrêslocalidadesanalisadas. O Festival Folclórico de Parintinstambémfoilembradonos TTs do Brasil e do Rio de Janeiro.Internet e tecnologia – Osdoisassuntosquemaisapareceramnos TTs destacategoriaforam a popularização do aplicativo Song Pop (paracelular e Facebook) e a versão do app Instagrampara Android.Música – Nestacategoria, a maioria dos termos com recorrentepresença no TTs dizrespeito a artistasinternacionaisquefazemsucesso com um públicoformadoporcrianças, adolescentes e adultosjovens. A Banda One Direction apareceudiversasvezesnoscomentários do Twitter, assimcomo o ator Wagner Moura, pelofato de ter se apresentadocomovocalista da bandaLegião Urbana emtributotransmitidoao vivo pela MTV.Notícias – A internação do arquiteto Oscar Niemeyer e morte de suafilha, Anna Maria Niemeyer; o acidente de carrosofridopelo cantor Pedro Leonardo; e o assassinato de Marcos Matsunaga, executivo da Yoki, foram as notíciasquemaisapareceramnos TTs do Brasil, do Rio de Janeiro e de São Paulo.Política – Váriospolíticostiveramseusnomes entre o TTs destacategoria. Paulo Maluffoilembradopelaaliança de seupartido com o PT, e LuizaErundinapelasuadesistência de participar da chapa de Fernando Haddad. Carlos Cachoeirafoicitadodevidoaoseuenvolvimento com a corrupção entre funcionários do Governo e, o ex-presidente do Paraguai, Fernando Lugo, porseu impeachment. A “Comissão da Verdade”, instauradapelapresidenteDilmaRousseffparaesclarecerviolações de direitoshumanos, ocorridos entre 1946 e 1988, tambémapareceudiversasvezesnos TTs."TV – O CQC e a minissérie Gabriela foramosdoisprogramasmaispresentesnos TTs do Brasil, do Rio de Janeiro e de São Paulo. A atriz Juliana Paesrecebeumuitasmençõesnastrêslocalidades. O RolaouEnrola, quadro do Programa da Eliana, no SBT, e o Reality Show A Fazenda, da Rede Record, tambémestiveram entre os TTs do Twitter.*Fonte: E.life.
Em 53% dos picos de buzz, a audiência dos programasesteveacima da média do períodoobservado, enquantoem 67% dos casososíndices de fidelidade se sobressaíram. Quandoconsideramososíndices de fidelidadeporfaixa-etária, o público de 4 a 17 anosficaemevidência, mesmoem se tratando de programasdirecionados a outros targets. As crianças e adolescentesforamdestaqueem 80% dos picosanalisados, fatoquecorrobora com outrapesquisarealizadaem 2012 pelo IBOPE Media queafirmaqueosjovenssãoosprincipaispraticantes do Social TV, no quedizrespeitoàrealização de comentáriosnasmídiassociaissobre o queestãoassistindo.Figura 3 – Leitura: em 53% dos dias com maiorespicos de buzz, a audiência do programaesteveacima da média do período, enquantoem 67% deles, a fidelidadeesteveacima da média. Base: 30 maiorespicos de mensagens (diários) de 4 diferentesprogramas Osresultadosdessaanálise, atéessemomento, apontamque o tempo queostelespectadoresdedicamassistindo a um programapodetermaisinfluencia no volume de mensagens do que a quantidade de pessoasassistindo a esseprogramaemquestão, principalmente se for jovem. Emoutraspalavras, quantomaior o envolvimento do telespectador com o conteúdo, maior a suapropensãoempublicarmensagensrelacionadasaotema. Mais dados serãoanalisadosparasustentar a hipótese.áficoilustrativosobre a influencia da Fidelidadenasmídiassociaisfrenteaonúmero de audiência, com base em 30 picos de mensagens.-----E essasmotivaçõessãobemdiferentes das quelevam o telespectadorpara a frente da TV, emgeral, motivadopelohábito de acompanharumaprogramação da qualéfã. Jáosprogramasaguardados com maiorexpectativa, comosãoosgrandesjogos de futebol e oscapítulosfinais de novelas e de realities shows, são fortes geradorestanto de comentários dos internautasquanto de audiêncianatelevisão. E, nesses casos de grandeexpectativa, o volume de comentáriosna internet émuitomaior do quenosdemaisdias, com um picoaindamaiselevado de buzz social do que o crescimento da audiência do programa. Ainda nesses estudos, foiconstatadoque as mensagenssobretelevisãosãomuitasvezes um fenômenoinstantâneo, dependente do momentoemque a atraçãoestásendomostradanatelinha. Com base nasmensagensemredessociaissobre a exibição de umapremiaçãoem 2011, o IBOPE Media apurouque o momentoemque o programaestava no arfoiresponsávelporsetevezesmaismensagensporhora do que o diaseguinte e 28 vezesmais forte do quenashorasanterioresaoevento.Mesmoque a maioria dos comentáriossurja no momentoemque a cenavaiaoar, uma parte da conversaécapaz de se prolongarnosdiasseguintes, dependendo de comoosinternautasinterpretamessesfatostelevisivos, transformando-osemviraisou memes, quesão as brincadeiras, com outros significados. Em 2012, o IBOPE Media descobriu, napesquisa Social TV, feitaem 13 regiõesmetropolitanassobre o usosimultâneo de TV e internet, que 18% dos telespectadoresconsomem TV e internet aomesmo tempo. Segundo o estudo, essehábitoémais forte entre osjovens. No grupo dos adultos, destacam-se as mulheres e as pessoas de classe AB.Para saber quaissãoostipos de programasque tem maiorafinidade com o grupo de pessoasquehabitualmenteconsomem TV e internet aomesmo tempo, foramfusionadasinformações de audiência de televisão com característicascomportamentais da populaçãopormeio do Target Group Ratings (TGR), solução do IBOPE Media.De acordo com o estudo, as mulheres com idade entre 18 e 49 anos, quepossuem smartphone e queassistem TV e acessam a internet aomesmo tempo, têmgrandeafinidade com realities shows, programas de saúde e femininos. Considerandoosprogramasexibidospelasquatromaioresredes de TV no primeirosemestre de 2013, os realities shows atingiram 127 de afinidade com essegrupo, ouseja, essasmulheresassistem 27% a maisque o total da população. Por outro lado, são as novelasquelideram o ranking de audiência entre essepúblico.
Em 53% dos picos de buzz, a audiência dos programasesteveacima da média do períodoobservado, enquantoem 67% dos casososíndices de fidelidade se sobressaíram. Quandoconsideramososíndices de fidelidadeporfaixa-etária, o público de 4 a 17 anosficaemevidência, mesmoem se tratando de programasdirecionados a outros targets. As crianças e adolescentesforamdestaqueem 80% dos picosanalisados, fatoquecorrobora com outrapesquisarealizadaem 2012 pelo IBOPE Media queafirmaqueosjovenssãoosprincipaispraticantes do Social TV, no quedizrespeitoàrealização de comentáriosnasmídiassociaissobre o queestãoassistindo.Figura 3 – Leitura: em 53% dos dias com maiorespicos de buzz, a audiência do programaesteveacima da média do período, enquantoem 67% deles, a fidelidadeesteveacima da média. Base: 30 maiorespicos de mensagens (diários) de 4 diferentesprogramas Osresultadosdessaanálise, atéessemomento, apontamque o tempo queostelespectadoresdedicamassistindo a um programapodetermaisinfluencia no volume de mensagens do que a quantidade de pessoasassistindo a esseprogramaemquestão, principalmente se for jovem. Emoutraspalavras, quantomaior o envolvimento do telespectador com o conteúdo, maior a suapropensãoempublicarmensagensrelacionadasaotema. Mais dados serãoanalisadosparasustentar a hipótese.áficoilustrativosobre a influencia da Fidelidadenasmídiassociaisfrenteaonúmero de audiência, com base em 30 picos de mensagens.-----E essasmotivaçõessãobemdiferentes das quelevam o telespectadorpara a frente da TV, emgeral, motivadopelohábito de acompanharumaprogramação da qualéfã. Jáosprogramasaguardados com maiorexpectativa, comosãoosgrandesjogos de futebol e oscapítulosfinais de novelas e de realities shows, são fortes geradorestanto de comentários dos internautasquanto de audiêncianatelevisão. E, nesses casos de grandeexpectativa, o volume de comentáriosna internet émuitomaior do quenosdemaisdias, com um picoaindamaiselevado de buzz social do que o crescimento da audiência do programa. Ainda nesses estudos, foiconstatadoque as mensagenssobretelevisãosãomuitasvezes um fenômenoinstantâneo, dependente do momentoemque a atraçãoestásendomostradanatelinha. Com base nasmensagensemredessociaissobre a exibição de umapremiaçãoem 2011, o IBOPE Media apurouque o momentoemque o programaestava no arfoiresponsávelporsetevezesmaismensagensporhora do que o diaseguinte e 28 vezesmais forte do quenashorasanterioresaoevento.Mesmoque a maioria dos comentáriossurja no momentoemque a cenavaiaoar, uma parte da conversaécapaz de se prolongarnosdiasseguintes, dependendo de comoosinternautasinterpretamessesfatostelevisivos, transformando-osemviraisou memes, quesão as brincadeiras, com outros significados. Em 2012, o IBOPE Media descobriu, napesquisa Social TV, feitaem 13 regiõesmetropolitanassobre o usosimultâneo de TV e internet, que 18% dos telespectadoresconsomem TV e internet aomesmo tempo. Segundo o estudo, essehábitoémais forte entre osjovens. No grupo dos adultos, destacam-se as mulheres e as pessoas de classe AB.Para saber quaissãoostipos de programasque tem maiorafinidade com o grupo de pessoasquehabitualmenteconsomem TV e internet aomesmo tempo, foramfusionadasinformações de audiência de televisão com característicascomportamentais da populaçãopormeio do Target Group Ratings (TGR), solução do IBOPE Media.De acordo com o estudo, as mulheres com idade entre 18 e 49 anos, quepossuem smartphone e queassistem TV e acessam a internet aomesmo tempo, têmgrandeafinidade com realities shows, programas de saúde e femininos. Considerandoosprogramasexibidospelasquatromaioresredes de TV no primeirosemestre de 2013, os realities shows atingiram 127 de afinidade com essegrupo, ouseja, essasmulheresassistem 27% a maisque o total da população. Por outro lado, são as novelasquelideram o ranking de audiência entre essepúblico.
Overall, 86% of Brazilians say they like to comment on what they’re watching on TV. And increasingly they are doing it on social media: 53% of Brazilians aged 18-24 use social media to comment on programs while watching TV. While it may be expected that younger Brazilians would tend to do this more, eCGlobal’s study shows that significant amounts of Brazilians in other age groups engage in social media commentary while watching TV: 49% of those aged 25-35, 49% of those aged 36-45 and 45% of those aged 45-60.These numbers suggest that advertisers can try sponsored posts related to popular Brazilian TV shows while the shows air, for example, and reach people commenting about the shows. Another option would be coordinating TV spots and social spots that run at the same time so as to increase engagement to drive consumers to action.
While reality shows were not among the types of shows most favored by Brazilian Internet users, they do produce the most engagement. In other words, Brazilian Internet users pay the most attention to social media comments about reality shows. In fact, 94% of them engage with social media comments about reality shows. The other types of shows that produce high social media engagement with Brazilian Internet users are game shows (92%), variety shows with audience participation, known as auditórios (91%), shows geared towards women (91%), shows about fashion (91%), soap operas (89%), kids shows (89%), comedy shows (89%) and cooking shows (89%).Clearly, this suggests brands that invest in TV advertising for these types of shows need to explore native advertising related to the show like sponsored posts or other options to take advantage of this engagement.
Shazam is a popular app that allows users to point their smartphones at their TV screens and get information about shows and other content. When eCGlobal asked Brazilian Internet users which activities they do on their second screen while watching TV:Going on social media Getting information about showsSearching for products advertised on TV - further supports the value of ad solutions like Shazam. Shazam integrates advertising opportunities with the program information it serves up, it could offer advertisers a way to take advantage of this consumer behavior. Finally, the study found that more than 70% of Brazilian Internet users want easier access to information about products advertised on TV shows, yet another advantage of Shazam.
According to the study results, 93% of Brazilian Internet users who comment about TV shows on social media do so on Facebook. Only 28% use Twitter and even fewer (11%) use Google Plus. For those looking to experiment with in-app ads, it’s interesting to note that 8% of Brazilian Internet users comment on shows using Whatsapp.Facebook is Showing Slight FatigueAbout 8% of Brazilian Internet users say they are reducing their use of Facebook or leaving it: the percentage of Brazilians leaving Facebook is 11% among those aged 16 to 24.Trend takeaway: Facebook is still quite popular in Brazil and comScore indicates that it takes up most of the time that Brazilians spend on social media. However, the numbers suggest that it’s worth experimenting with social sites that attract younger users to see if they deliver good ROI.
The study results indicate that 60% of Brazilians who comment on TV shows via social media do this with a notebook. Smartphones are used by 34% and tablets by 18%.
Low penetration – 50% of populationExpensive TaxesIllegal connectionsLow quality- More investments are necessaryRegulatory issues- Only 20% of band width guarantee