This document discusses social TV and how it is transforming the TV viewing experience. It defines social TV as a system that enables real-time interaction and content sharing related to TV programming using a second screen device. This allows the audience to generate content and data. Examples are given of how social TV is being implemented through apps, social media, and interactive features. Benefits include a sense of community around TV shows, but challenges include potential distractions. The document also profiles how the long-running TV series Degrassi has embraced social TV strategies for over a decade to engage fans and sustain its success.

1. SOCIAL
TV
T V T V
TV TV
TV TV
TV
Presentation
Maria- Candia Chardalia

2. From the very beginning…
….TV was a social tool
A REASON FOR
Next-day conversation theme
Society awareness
Family gatherings

3. Defining the term
SOCIAL TV
•IS a system of integrated communication and social interaction relating to
TV content.
•INCLUDES a second screen (usually a mobile or tablet) that enables real-
time interaction: voice communication, text chat, video-
conference, recommendations, ratings.
•RESULT: audience generates content and data.
•IS in the top 10 of the most emerging technologies (according to MIT
Technology‟s Review-2011)
•UPDATED NEWS. Launching Nielsen – Twitter TV rating (A syndicated-
standard metric around the reach of the TV conversation on Twitter, slated
for commercial availability at the start of the fall 2013 TV season)
•FUTURE. According to the report of research firm MarketsandMarkets, the
market of STV is being expected to grow from $151.14 billion this year, to
$256.44 billion by 2017.

4. Breaking down
Social TV
to its
core elements
Visibly Engaged Audience
gathering around TV content

5. That is why smartphone owners lead the way
in
«connected viewing» experience

6. Surveys predict that…

7. How Social TV is translated
for the MARKET

8. The Benefits of SOCIAL TV
TV has stopped treating its consumers as “viewers” and has started
treating them as “witnesses”
For single user, it can
 Show TV channel List and list TV programs, providing
program details, marks, prevue and so on.
 Personal favor setting, such as channel, program, program
type and so on.
 Notification setting for a program and favors.
 Provides a sense of community and instantaneous debate
For social purpose, it can help users to
 Mark a TV program
 Add comments to a TV program and list others' comments
 Take Like / Unlike action to a comments
 List what people around you are watching and saying
 Make friends with others
 List which channel a friends is watching
 Recommend TV programs to friends
 List friends' recommendation
 List TV programs that your friends often watch
 Send messages to friends

9. The Cons of SOCIAL TV
- Difficult for TV producers to select the best
„tweets‟ in a fast, live television show. Τherefore
quality is sometimes compromised.
- Can be distracting from what is actually going
on in the TV show
- Can be annoying

10. your NEXT
SOCIAL TV DECK

11. INFLUENCES
OF
SOCIAL TV

12. SOCIAL TV
Experience in stages

13. SOCIAL TV
Post- it
 According to Nielsen’s Q1 2012 report almost 90% of Smartphone and
Tablet owners use their devices while watching TV; about 40% do so daily
and over 60% do so several times a week. Conclusion: you can‟t talk about
SocialTV without the context of mobile which is where the greatest
innovation will happen outside of the box.
 SocialTV is currently comprised of content discovery and companion apps–
think a better remote control or check-in and chatter–as well as analytics
applied around TV content
 There are hundreds of companies chipping away at pieces of this space but
only a few are top-of-mind brands–Miso, Get
Glue, IntoNow, Viggle, TrendRR, Bluefin and a few network offerings
were like USA Chatter and HBOGo–mentioned at the conference of
Hollywood insiders and Execs
 For consumers, the opportunity to engage with families, friends and
networks may unlock the social aspects of SocialTV and usher in the return
from our Entertainment or TV room to the Family Room

14. The General Context a.k.a. The Bigger Picture
System’s Evolution processing…
FROM:
THIS
CURRENT
STATUS

15. TO:
the Near Future of THIS

16. What’s next…?

17. Setting an example
DEGRASSI (TV SERIES)
(a canadian show about six young performers
striving for stardom in Hollywood) has done what most teen
shows can‟t do.
Dawson’s Creek made it six seasons.
OC -five and a half
Gossip Girl is coming to an end this year.
On the other hand, Degrassi in 2013, will air its 12th season.
NOTE: The canadian teen drama show began broadcasting 1979.

18. How an old show learned new tricks
• Social TV has been a part of the show‟s mix since 2000
• Following strategy… “Degrassi.tv, is an interactive web
community where fans could interact with characters,
have their own virtual locker and chat on forums about
topic issues that they were face”
• They invested in creating official character social accounts
(not just show accounts) and then finding ways to integrate
them into story lines.
• Devotion to one-on-one communications with fans both
online and offline.

20. The Degrassi App
Available on iPhone, iPod Touch and iPad, this relationship-focused game lets users
experience living the life of a Degrassi Community School student on their smartphone
screen. Players create custom avatars and navigate the treacherous waters of being a
teenager in this „Choose Your Own Adventure‟ game, interacting with characters and making
choices that can make or break their popularity. As they work their way through each of the
six episodes, players earn points that they can spend in the Degrassi store and unlock bonus
content like mini games, blooper videos and cast photos.
Twitter
for insider details on all things Degrassi:
@Degrassi – the official MuchMusic account (32,000 followers)
@stephenstohn – Degrassi‟s Executive Producer (21,000 followers)
@anniejclark – Degrassi actress (67,000 followers)
@lukebilyk1 – Degrassi actor (117,000 followers)
@drake – former Degrassi actor (9,425,000 followers –
Fans can also easily follow current Degrassi characters (and the actors that play them)
directly from the show‟s official MuchMusic page and share their favorite moment with the
special hashtag #DegrassiMoment.
Tumblr
Shares animated gifs of onscreen drama (with character quotes, of course!), behind the
scenes cast photos and answers to fan questions.

21. Also, through
engagement with
Degrassi
Dashboard on
muchmusic.com,
where they have
access to the
number of people
successfully
completing
missions,
triggering badges,
rewards, and time
spent on the
content within
Degrassi pages.

22. • The connectivity between all the digital offerings will enhance
the value of fan engagement and the brand.
• The dashboard will track points gained through engaging with
the broadcast (i.e. live tweeting the show), and online
properties (i.e. reblogging photos from the
official Degrassi.tumblr.com account, sharing Degrassi blogs
from MuchMusic.com).
• The Degrassi dashboard will be hosted
on Muchmusic.com/Degrassiand the Degrassi Chat App. The
dashboard will act as a hub to connect all existing Degrassi
properties, while providing rewards and points for engagement.

23. TV era
The end of the beginning
or
the beginning of an end
…?