Thomas Plotkowiak presented on the topic of linking television to social networks and the web. He discussed the current status of television and how it lacks social integration that music and other media have adopted. The presentation covered potential scenarios for implementing social features into television, including using existing social networks, analyzing social networks, and addressing privacy issues. The conclusion was that social networks generate a lot of discussion around television content but the medium has yet to incorporate these social aspects.

1. LinkedTV
Television Linked To The Web
Social TV + Linked TV ?
Thomas Plotkowiak (HSG), 19.03.2012
LinkedTV 22/23.03 2012 Mons, Belgium

2. LinkedTV
About me
 About me
 Master in Computer Science and Economics
 Currently phD at University St. Gallen (Media Communications Management
Institute)
 My interests: Twitter, electronic social networks analysis and modeling,
diffusion of information
2 Social TV + Linked TV 11.10.2011, Kick-off Meeting

3. LinkedTV
Social TV + Linked TV
 Motivation
 Status Quo in TV
 Status Quo in Music
 Social TV
 Implementation Scenarios
 Conclusion and Discussion
3 Social TV + Linked TV 11.10.2011, Kick-off Meeting

4. LinkedTV
Motivation
4 Social TV + Linked TV 11.10.2011, Kick-off Meeting

5. LinkedTV
Watching TV back in the days
5 Social TV + Linked TV 11.10.2011, Kick-off Meeting

6. LinkedTV
Watching TV 10 years ago
6 Social TV + Linked TV 11.10.2011, Kick-off Meeting

7. LinkedTV
Watching TV today
7 Social TV + Linked TV 11.10.2011, Kick-off Meeting

8. LinkedTV
Things people do when they watch TV
Source: http://www.prweb.com/releases/2011/11/prweb8930949.htm
(Cable & Telecommunications Association for Marketing Interviews with 2000 participants, November 2011)
8 Social TV + Linked TV 11.10.2011, Kick-off Meeting

9. LinkedTV
Things people do when they watch TV
More Info under: http://www.frankwbaker.com/mediause.htm
9 Social TV + Linked TV 11.10.2011, Kick-off Meeting

10. LinkedTV
Watching together
10 Social TV + Linked TV 11.10.2011, Kick-off Meeting

11. LinkedTV
Top 5 „moments“ in Twitter
11 Social TV + Linked TV 11.10.2011, Kick-off Meeting

12. LinkedTV
Status Quo in TV
12 Social TV + Linked TV 11.10.2011, Kick-off Meeting

13. LinkedTV
Status Quo – What do I get right now
• High definition
• DVRs
• Video on Demand
• …?
13 Social TV + Linked TV 11.10.2011, Kick-off Meeting

14. LinkedTV
Why can‘t I…
• Friends
• … see what my friends are seeing right now?
• … see what my friends liked?
• … share a show with my friends?
• … co-view a show with my friends remotely?
• … talk to my friends about the show?
• Crowd
• … find shows that were recommended by people who liked the show I like?
• … find people who also liked that show?
• … talk to people who are watching the show right now and discuss it live?
14 Social TV + Linked TV 11.10.2011, Kick-off Meeting

15. LinkedTV
Social Music
15 Social TV + Linked TV 11.10.2011, Kick-off Meeting

16. LinkedTV
Social Music I
16 Social TV + Linked TV 11.10.2011, Kick-off Meeting

17. LinkedTV
Social Music II
17 Social TV + Linked TV 11.10.2011, Kick-off Meeting

18. LinkedTV
Social TV
Social TV was named one of the 10 most important emerging
technologies (2010 MIT Review)*
"Everyone says that social television will be big. I think it’s not
going to be big — it’s going to be huge“ (Ynon Kreiz CEO of
Endemol group)
* http://www.technologyreview.com/communications/25084/?a=f
18 Social TV + Linked TV 11.10.2011, Kick-off Meeting

19. LinkedTV
Social Context
 Socially Co-Watching a Show together
 Chill TV
 Google Hangouts
 Turnable FM
 …
Autor
19 Social TV + Linked TV 11.10.2011, Kick-off Meeting

20. LinkedTV
Social Distribution
20 Social TV + Linked TV 11.10.2011, Kick-off Meeting

21. LinkedTV
Social Analytics
21 Social TV + Linked TV 11.10.2011, Kick-off Meeting

22. LinkedTV
Iphone + Personalization + Social
 ShowYou
 Clickr
 Boxee
 … Status Quo in Music
SECOND SCREEN scenarios examples suitable for social TV
22 Social TV + Linked TV 11.10.2011, Kick-off Meeting

23. LinkedTV
Ipad + Pattern Recognition + Social
SECOND SCREEN scenarios examples suitable for social TV
23 Social TV + Linked TV 11.10.2011, Kick-off Meeting

24. LinkedTV
Implementation Scenarios
24 Social TV + Linked TV 11.10.2011, Kick-off Meeting

25. LinkedTV
Using existing social networks
Linked TV
APIs
Existing Social Networks
Interest-based social networkReal-life social network
25 Social TV + Linked TV 11.10.2011, Kick-off Meeting

26. LinkedTV
Existing Person Social Networks
Person A follows (or is friend with) Person B
26 Social TV + Linked TV 11.10.2011, Kick-off Meeting

27. LinkedTV
Social Network Analyis of Networks
 Whole Networks
 Density, Clustering, …
 Application: Broadcasters can monitor user engagement
over time
 Communities
 Automatic detection, Homophily
 Application: Find clusters of users that have same interests
 Positions of Actors and their Centrality in the networks:
 Degree, Closeness, Betweeness, Eigenvector, Key Players, …
 Application: Find users from a users ego-network that might be highly
influential to the user and show content to the users
 Ties and their Strength
 Weak, Strong, …
 Application: Find friends that the user has a strong connection with and
preferentially show this content
27 Social TV + Linked TV 11.10.2011, Kick-off Meeting

28. LinkedTV
Application:
• Social Graph
• Share what you like with your friends
• What do my friends like?
• What did my friends watch?
• Enrich content with user comments
• SNA
• Algorithmically find communities among users based on ties
• Find „central“ actors,
• Use tie weight (e.g. strong ties) to emphasize certain events
• …
28 Social TV + Linked TV 11.10.2011, Kick-off Meeting

29. LinkedTV
Two-Mode-Networks
A „community“ of
viewers of a certain
show
29 Social TV + Linked TV
Person A follows Person B Person A has seenKick-off Meeting
11.10.2011,
movie X

30. LinkedTV
Application: Co-Viewing
• What do my friends say about this show right now?
• What do other‘s say about this show right now?
30 Social TV + Linked TV 11.10.2011, Kick-off Meeting

31. LinkedTV
„Show“-Networks
Those shows are similar
because they have been
seen by the same person
31 Social TV + Linked TV 11.10.2011, Kick-off Meeting

32. LinkedTV
Application: Collaborative Filtering
32 Social TV + Linked TV 11.10.2011, Kick-off Meeting

33. LinkedTV
“Recommendation”-Networks
Person A could be
interested in getting to
know person B
because they have
seen the same shows
also person A and
person B seem to have
the same taste
33 Person A follows PersonSocial TV + Linked TV
B Person A has seen movie XMeeting
11.10.2011, Kick-off

34. LinkedTV
Privacy Issues
34 Social TV + Linked TV 11.10.2011, Kick-off Meeting

35. LinkedTV
Privacy and Implementation Issues
 Existing Networks can be hooked up with existing API‘s
 For Facebook an LinkedTV App is needed to get user graph data
(who will build this app?)
 For Twitter no App is needed API can be accessed viw Oauth
 Using Social Networks instead of building an own one we can reduce
liability
 Simple functions are rather non critical:
 Showing content from friends
 Sharing and commenting content via social networks
 More Advanced functions can be seen as „intrusive“
 Getting the tie-strength between friends
 FindingAutor persons in the ego-network that potentially influence
central
the user
35 Social TV + Linked TV 11.10.2011, Kick-off Meeting

36. LinkedTV
Conclusions
36 Social TV + Linked TV 11.10.2011, Kick-off Meeting

37. LinkedTV
Conclusions
 Potential: TV generates the highest buzz on social networks, yet has
neglected this field totally. Currently TV does only scratch the potential of
user involvment and activation during their shows.
 Involvment: Social Networks, especially Twitter, are an impulse medium
where users communicate spontanously and unfiltered
 Analytics: The direct input allows TV broadcasters qualitative and
quantitative insights about their focus group
 Business Models: Social TV allows for new business models that have
not been possible before
37 Social TV + Linked TV 11.10.2011, Kick-off Meeting

38. LinkedTV
Thank you for your interest.
Questions and Discussion
38 Social TV + Linked TV 11.10.2011, Kick-off Meeting