iminds villasquare evaluation ibbt-smit

11/04/2023 1

MediaSquare and the curious case of Villa Vanthilt

Ike Picone

Senior Researcher

Ibbt-Smit

11/04/2023 2

First of all…

Study report available on the VRT-Medialab website

11/04/2023 3

Second of all…

We do no market research.

We do not hire consultants.

“

“

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ask questions to Marcel, Marijke and/or guests

read co-viewers’ messages

discuss VV with co-viewersdiscuss VV with your ‘friends’

Core = interactive TV platform

Pop.: 11%

Part of: ITV-families

Context: family watchersUse: fan watchersVS: active usersCommunity: friend-basedContribute: hosts&guestScope: entertainmentAttention: focussedPlatform: fb

Meet…

The Watchowskys

“Son, tell Marcel to offer Arno a dubble scotch… He’ll be back soon.” (laughter)

Pop.: 31%

IDcard

Part of: TV-Commentors

Context: diverseUse: dedicated watchersVS: active usersCommunity: open + friend-based Interact: hosts&guest + coviewersScope: informationAttention: spreadPlatform: vs - fb - tw

Meet…

Edward Speakoutsky

“@thewatchowskys actually, Imet him in a bar once. His favourite drink is Cuba Libre!”

Pop.: 40%

Part of: Explorers

Context: diverseUse: occasional watchersVS: explorative usersCommunity: not outspokenInteract: no clear pattern (+)Scope: curiosity Attention: no clear pattern (+)Platform: not outspoken

Meet…

EddaFindoutsky

“Hi everyone! I love Arno!Greetings from Edda!”

Pop.: 18%

IDcard

Part of: Anti-fans

Context: diversUse: non-watchersVS: non-usersCommunity: detached Interact: hosts&guests (-)Scope: dissatisfaction Attention: no clear pattern (-)Platform: not outspoken

Meet…

Willa & Wilbur Notsky

“Arno is a disgrace! As is this whole show.”

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And their mindset(s)

INTERACTIVE Impact Friends Entertainment Focus on first screen Immersive

PARTICIPATORY Discussion Co-viewers Information Focus split over two screens Parallel

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The future (of TV) will be… Diverse!

Develop taking into account segment/program/genre…

Interactive more than social develop real-time interactive formats rather than

social platforms

A balancing act develop for one segment without teasing the other

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And now for some mind blowing facts!

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SNS influence

53% of VS-users agreed that if people talk good about a program on SNS, they will watch it.

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What kind of progams need VS? The Watchoskys: talk shows, news programs

and news magazines

The Spikoutskys: quizzes, stand-up comedy, music shows and sitcoms

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Why use a certain platform?

64% because of its specific features 28% because they’re used to it 5% because of their network 2% because of the quality of other comments

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Contact

Ike.Picone@vub.ac.be

@ikepicone

Happy viewing!