The document explores the use of interactive television (iTV) platforms to enhance viewer engagement and entertainment during shows, proposing the integration of gaming models with television broadcasts. It highlights the interest of viewers in interactive features, with a focus on competition, difficulty levels, and the potential for social engagement through the application of a betting-based quiz game. The study shows significant viewer interest in future use, with 73% expressing positive intentions towards continued engagement with the application.

1. Pedro Almeida | Jorge Ferraz
Ana Pinho | Diogo Costa
CETAC.MEDIA | UNIVERSITY OF AVEIRO | PORTUGAL

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6. Explore the potential of ITV platforms to provide users with higher levels of
engagement and entertainment while watching their favourite shows
Identify game models that can be integrated with popular television programs
or live broadcast shows, namely crossed TV Games models
Evaluate the potential interest of (i)TV viewers for these models

8. Games that enroll viewers in complementary TV narratives?
It requires much attention from viewers
Hampers the ability to follow the game during a live show
The importance of promoting competition and different levels of difficulty
Time limits makes the game more appealing (as Diakopoulos and Chiu)
The willing to have user profiles for team and ranking support
The interactive content should add value to what is already offered by
television and not to override it
POTENTIAL TO FEEL MORE INVOLVED WITH THE TV CONTENT AND WITH OTHERS

9. A functional IPTV box based prototype (Microsoft Mediaroom 2.0 (PF))
A social game, combining a quiz dynamics with a betting system, to be
integrated with popular television programs or live broadcast shows
A content related social game to engage users in 2 distinct modules:
SYNCHRONOUS MODE
ASYNCHRONOUS MODE
+ WEB BACKOFFICE
(FOR CONTENT & USERS MANAGEMENT)

16. Evaluate the level of appropriateness of the features available to the user’s
expectation
Check the ability to incorporate the game in TV viewing habits
Understand, in the viewers’ perspective, the application capabilities for
engaging users with the television content
Identify the application strengths and weaknesses

17. Below 45 years old;
91% watched TV in a regular basis (at least once a day);
36% used interactive features (DVR, Pause TV, ..) once a day.
1 (most seen) 5 (less seen)

18. 55% used the application at least once a week
Betting features were mostly used (64%) when the Biggest Loser was not being
broadcasted
27% of the users referred that at some time they turned on the TV set just to
make or track a bet.
WOULD YOU LIKE TO USE IT IN THE FUTURE ?
73% AGREE
27% STRONGLY AGREE

20. CREATING A FRIENDS LIST (TEXT) CHATTING WITH FRIENDS

22. POSITIVE FEELINGS
TARGETED AT
ALLOWING
SPECTATORS ENGAGEMENT
PLEASURE
COMPETITION
CONTENT PROVIDERS LOYALTY TO SHOWS
SOCIAL CHALLENGES
KNOWLEDGE TESTING
OPERATORS MARKETING
PRIZES

23. Pedro Almeida (almeida@ua.pt)
Jorge Ferraz (jfa@ua.pt)
Ana Pinho
Diogo Costa
HTTP://SOCIALITV.WEB.UA.PT
CETAC.MEDIA | UNIVERSITY OF AVEIRO