Simon Mainwaring presented on the future of television and social media. He discussed how television remains popular but new players like Netflix, Hulu, and Amazon are disrupting traditional TV. Social TV is emerging as people use second screens like tablets, smartphones and laptops to engage on social media while watching TV. Major trends include the rise of co-viewing and online video, and how viewers are multi-tasking. New players in this space include Facebook, Google, Apple, and closed ecosystems. The future will see producers become multi-screen storytellers, advertisers become social brands, and viewers become co-creative consumers.

1. imon Mainwaring
The Shared Future
TV & Social Media
ESENTED September 27, 2012

2. he Social TV
cosystem
parts:
ocial TV
ocial Shopping
oduct Placement
ocial Media

3. TV + Social:
New Trends & Players

4. Television Is Here To Stay
ainstay: Average Americans watch around 40 hours
a week (Nielsen, 2012)
TA: 17.8% of all U.S. households with TVs use ove
ignals to watch TV programming (GfK Media, June 2012, up from
dvertising: Ad spend is going up as well as viewersh
a demographic spike due to baby boomers retiring

5. Current Challenges
sruptors: Netflix, Hulu Plus, Amazon Instant Video
overheads vs. big studios and distribution compani
ee Flight: From COX, Time Warner, Comcast to Hu
and Netflix (on average, 1/3 price) .
entiment: Time Warner, Comcast, Cox, & Dish Netw
esent four of America s 19 Most Hated Brands (ACSI)

6. 6 Trends Shaping Social T
ew Consumer Behavior
se of Tablets & Co-viewing
nline Video Players
n-Demand Goes Mainstream
ewer Multi-tasking
econd Screen Ecosystem

7. . New Consumer Behavio
11% of Consumers access
Network Programming Without TV

8. Rise of Tablets & Co-view
ablets now 2nd most popular full-length TV sho
viewing device ahead of desktops and laptops

9. Online
Video
layers:
uTube, Hulu
evo, Yahoo
SN, Netflix
SPN, AOL

10. Mainstream

11. 5. Viewer Multi-tasking

12. Second Screen Ecosyste
within second screen apps complement telev

13. 5 New Players
acebook (+ Online Video)
Google (TV & You Tube)
Nintendo s Wii U (Video + Second Screen)
pple (TV)
Closed Web

14. 1. Facebook + Online Vide
lu allows viewer to post comments on a TV show in Face
ople see the comments in sync with show on a different d
e Social TV experience around TV shows is recreated
pendent of time and physical location of the viewer.
vertisers insert ads targeted precisely to you + social gra
est graph + the specific topic of the show + exact momen
watching the show, whenever/wherever you are.

15. 2. Google TV + Advertisin
rdware: In buying Motorola, Google gets cell phones runn
oid system and a leading set top box manufacturer for Pa
vertising: Google s DoubleClick controls an estimated 70
per-click advertising.
dding: InviteMedia and AdMeld gives Google leading supp
and demand-side platforms for real-time bidding for view
vioral targeting.

16. Google + You Tube
l Ecosytem: Google is building everything you need to re
y TV over an IP network – technologies involved with
ribution, encryption and access control for premium vide
ing Connection: 1/5 of all TV s will be connected to the w
16 allowing Google to lead through Google TV and You T
p Channels: Vevo, Machinima, Maker Studios or ShmooR
pular and heavily funded by Google (up to $5M).

17. 100 Premium Channels

18. ss Views, Longer Watch T

19. Nintendo TVii vs. Google

20. 4. Apple + TV
ftware: Apple is building the software in front of us. For
mple, in-app billing integration with Netflix where you sign
pay through iTunes vs. a credit card.
cial: Integrated Twitter into their new operating system.
vertising: iAds create unique advertising experiences acr
ntire Apple platform.

21. letely easy to use. It would be seamlessly syn
all of your devices and with iCloud. It will have
mplest user interface you could imagine. I fina
cracked it.
Steve Jobs to biographer, Walter Isaacson

22. Google vs. Apple
stility: Google & Apple didn t renew a 5-year licensing
eement establishing YouTube s video service as a built-in
iPhone/iPad.
action: Google is releasing of a revamped YouTube applic
t creates more moneymaking opportunities for Google an
eo producers by allowing advertising with the clips.
sult: Removing the advertising limitations will mean users
w iOS app can watch YouTube videos that already have b
ailable on smartphones and tablets running Android softw

23. This is an area of intense focus for us
We're going to keep pulling this string
and see where it takes us.”
Apple CEO, Tim Cook on Apple TV
D10 Conference, May 2012

24. 5. Closed Web
peculation: New players are erecting fences on the
reat open Commons of the Web.
ences: Facebook data, pages, video can t be view
y Google s search engines. Netflix can t be viewed
earch engines. Nor can any Apple apps downloade
our iPhone or iPad. Twitter chatter does not show u
ormal search.
Content Creation: Netflix, You Tube & Hulu are crea
wn content.
New players: Skitter, Aereo, Simple.tv, and Boxee a

25. Points
cess to talent.
cess to financing.
cess to distribution.
cess to marketing.
ols for content creation.
atforms for monetization of content.
ew devices optimized for content consumption
ew methods of content discovery including soc
edia.

26. Three Questions
e you investing in a vibrant ecosystem that
ovides new tools, that rewards new developer
d that offers new ways to monetize content.
innovation coming from you or them (start-ups
e you building a business for the past or the fu

27. The Opportunity
You are not at war
with the web or social media
but in partnership with them.

28. Social Shopping
& Product Placement

29. Screen Within Screen
Screen within screen technolog
is giving viewers the ability
to interact with the programs,
with each other, with the stars
and with products in real time.

30. Second Screen Behavior

31. Consumers
re Shaping
Social TV

32. ocial Media Is Good For T
duct placement and social media increase the importance
sion and advertising.
wers can now buy direct from television programming in re
and share what they bought with friends.
haring purchases, viewers earn social currency and
gement with friends through discussions about the shows
they bought.
programs are using social media to expand their audience
rities are using it to drive fans to their shows, and advertis
ocial shopping are connecting the two.

33. Media
ormation about a show, product or service was the #1
vator for interacting with a social media while watchin
).
r reasons:
etting coupons and promotional codes (32 %)
tering a contest/sweepstakes (31%)
atching another video (26%)
eracting about the show or product on social media (26%
nnecting with others with similar interests (21%)
aring or recommending video/program to others (20%)
aking a purchase (16%)

34. How Shopping Goes Socia
cond screens: Number of television and Social TV viewe
g second screens (laptops, smartphones & tablets) to inte
television is at an all time high.
mart TV s: Smart TV sets (Social TV sets), outfitted with ea
ssed social networks and social applications, are rising.
B s: Newer Pay-TV Platform Operators newer STB s (Se
es) outfitted with social networks and social applications t
ntially turn them into Social TV STB s.

35. Advertising Goes Social
and Pay-TV advertising market is currently worth over U
billion worldwide.
Broadcasters/Networks as well as Facebook, Twitter, Go
he Internet TV crowd (including Google, Apple and Micr
all going after it via Social TV.
cial networks will ultimately morph into Social TV channe

36. Social TV & Social Medi

37. V Shows Get Social: Twitt

38. Viddy

39. scovery Channel: Facebo

40. W’s Fall TV Shows: Pinter

41. CW’s Fall TV Shows: Votin

42. CW’s Fall TV Shows: App

43. Screen

44. ial media has made TV a social experience a
We re very interested in facilitating conversatio
pping into the power of social conversations a
different programs to give viewers the power
nnect with each other & build our relationship
our fans.
Gayle Weiswasser, VP, Social Media Communications
Discovery Communications

45. Brands Get Social

46. uper Bowl & Grammy’s 20

47. cial Media Tracks Social T

48. Demographics

49. dvertisers Get Competitiv

50. Twitter s Top TV Shows

51. he future isn’t either traditional or digital: it’s a
edback loop between the two. Television fans
want to get involved and be counted. It’s how
creative we are in engaging those fans – and
eping them connected even as they may mov
away from the traditional network – that will
termine how potent and profitable we will be in
the future.”
evin Reilly, President of Entertainment, Fox Broadcasting,
2012

52. New Roles for the Future
PRODUCERS becomes MULTI-SCREEN
ORYTELLERS + TECHNOLOGY INNOVATO
ADVERTISERS becomes SOCIAL BRANDS +
CONTENT PRODUCERS
EWERS becomes CO-CREATIVE CONSUME
+ REAL-TIME COLLABORATORS

53. aking Money From Social
alytics Companies: Bluefin Studios and Trend
p Developers: Shaping the way we view cont
vertisers: Driving brand loyalty, engagement a
s through branded content and product placem

54. our Future = Social Viewe
ontent remains King, interactive multi-screen is Queen.
V will grow supported by social networks built around sho
ds, stars, broadcasters, social networks etc.
V 2.0 is about building the networks that viewers want.
he question who will dominate - existing networks or Goog
zon, Netflix, Apple, Comcast?
dvertisers will become channels creating branded content
s about being social, distributed, and always on.

55. Thank you, Televisa!
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Twitter:
@SimonMainwaring
Email:
Simon@WeFirstBranding.com