social tv ratings: a multi-case analysis from turkish television industry

Social TV Ratings: A Multi-Case AnalysisFrom Turkish Television Industry

ERDEM AKIN TEMEL erdemakintemel.com

Contents


What is Social TV? • Definitions of Social TV in academia • What do they lack? • What must a definition of Social TV include?The History and Recent Examples of Social TV • Device-dependent attempts to create a social TV environment • Integrations of other communication systems to create a social TV environment • Recent examplesTraditional vs. Social TV Ratings • Brief information regarding ratings measurements in Turkey • Case studies • İrfan Değirmenci ile Günaydın • Halk Arenası • Çalıkuşu

what ıs socıal tv?


defınıtıonS of socıal tv ın academıa


television sets that are designed to perform certain interactive tasks due to theircapability of internet connection and rich application stores containing big-screenversions of highly appreciated computer, tablet and smartphone applications.

functions as a platform on which people who are at a distance can have a dialogue due to TV broadcasts’ state as being unbound by neither space,nor time.Montpetit and Me’dard (2012), Social Television: Enabling Technologies and Architectures.

Shin (2013), Defining sociability and social presence in Social TV.

apps released by television channels which provide extra information onTV shows and a limited number of interactions.Marinelli and Andò (2014), Multiscreening and Social TV: The Changing Landscape of TV Consumption in Italy.

the use of communication technologies, especially social media platforms toconnect with friends and family during active TV watching process.Chorianopoulos and Lekakos (2008), Introduction to Social TV: Enhancing the Shared Experience with Interactive TV.Bellman et al. (2014), The effects of social TV on television advertising effectiveness.Hu et al. (2007), Towards Multi-Screen Social TV with Geo-Aware Social Sense.

defınıtıonS of socıal tv ın academıa


It is obvious that nearly all definitions refer to Internet-related aspects of today’sTV environment. Therefore, an attempt to define Social TV must includethe examination of the intersection of Internet and TV. Also, a parallelreading of Internet’s history and TV related developments is necessary to revealhow Social TV came to be, why it became popular in recent years and finally,lacks of mentioned definitions.

EVOLUTION OF THE WEB


Requires certain PC browsersA cultural reference with similar fontsand blue underlined hyperlinksOne input-output model

Web 1.0Transferring mechanismOnline services rather than packaged softwareUnique databases consisting ofuser-generated content

Web 2.0*

Organic bonds with other ends ofthe webChanging results according todifferent • internet speeds, • input-output methods, • screen sizes.

*Coined by Darcy DiNucci in 1999, popularized by Tim O’Reilly in 2004-2005.

the defınıtıon of socıal tv


it allows dialogue among viewers and producers,

serves as a real time focus group through qualitative and quantitative analyses,

provides TV viewing experience that is unbound by time and space via a variety of devices,allows interactions depending on programs’ formats for free or in exchange ofa relatively low cost.

The definition of Social TV must include that

THE HISTORY and recent examplesOF SOCIAL TV


HISTORY of socıal tv


QUBE (1977-1994)Teletext (1974-......)Videotex (1970s-......)Zenith Spacephone (early 1980s)

Device-dependent systems:

TelephoneFaxSMSE-mail

Other integrated systems:



QUBE (1977-1994)



Teletext (1974-......)



Videotex (1970s-......)



Zenith Spacephone (early 1980s)



Fax Telephone

E-mail SMS

RECENT EXAMPLES


Integration of Hashtags

RECENT EXAMPLES


Free Intractions and Content-Related Information Through Channel Apps

RECENT EXAMPLES


Always (Anywhere, Anytime) Available TV (via a Variety of Devices)

RECENT EXAMPLES


Quantitatively and Qualitatively Analyzable Data

TRADITIONAL VS. SOCIAL TV RATINGS


tradıtıonal vs. socıal tv ratıngs ın turkey


Peoplemeters4000 households • (rep. 56M people)Statistics only

Traditional TV RatingsSocial media analytics toolsMillions of people • 2.1M viewers/21M tweets*Statistics + contents

Social TV Ratings

Comparable resultsIndependent analytics companies

*2014-15 TV Season/According to Kimola Social TV

~

Uncomparable resultsFour organizations • TÜİK (Turkish Statistical Institute) • RTÜK (Supreme Board of Radio and Television) • TİAK Inc. (Television Audience Measurement-Joint Industry Comm.) • An independent research company

Case 1 - ırfan degirmencı ıle gunaydın


March 20, 2014: Twitter became unreachable from Turkey.March 21: Değirmenci encouraged his viewers to ignore the Twitter ban and find backdoors.March 24: RTÜK issued a screen ban for Değirmenci (25-26 of March).March 25: Değirmenci broadcasted his show via UStream and Google Hangouts and ranked 1st on Social TV ratings.

Case 2 - halk ARENASI


May 13, 2014: An explosion took place in a coal mine in Soma, Manisa.May 14: TV channels carried their live coverages to the incident site.May 24: RTÜK issued a screen ban for Değirmenci (25-26 of March).May 25: Uğur Dündar organized an open forum in Kınık (a county near Soma) for victims, their families and residents.

Case 3 - çALIKUŞU


Started in September 2013Lasted 30 episodesStarting from 14th episode, put in 5 different schedules on 3 weekdaysSocial TV ratings: • Ranked between 1st (19/30) and 4th

Traditional ratings: • Ranked between 4th and 24th on Total • Ranked between 2nd and 10th on AB, once 18th

Fans organized petitions, campaigns and sent letters together with ratings analyses (comparisons of traditional and Social TV ratings) to producers.

CONCLUSION


conclusıon


Even though the boundaries of Social TV were pointed by this study, a broader definition is needed.Television has evolved into today’s Social TV. However, the idea of social and interactive television was around for decades.Unlike traditional television ratings, Social TV ratings are free, limitless, independent and comparable, depending on how well-designed their algorithms are.Viewers tend to rely on Social TV ratings rather than traditional ratings since they can be a part of it and comment on its authenticity.

Image Sources


In order of appearance:• QUBE Logo: http://www.qube-tv.com/qube-tv/index.html

• QUBE Talent Search: http://www.qube-tv.com/qube-tv/OTHER-Photos.html

• QUBE Remote Controller: http://www.qube-tv.com/qube-tv/index.html

• QUBE Broadcast (x6): https://www.youtube.com/watch?v=M-tRWnHrUnw

• Welcome to Teletext: https://egospace.wordpress.com/2009/12/15/the-end-of-teletext/

• TRT Telegün: https://upload.wikimedia.org/wikipedia/tr/4/40/TRT_Teleg%C3%BCn.gif

• BBC Ceefax: https://upload.wikimedia.org/wikipedia/en/6/66/Ceefax.png

• RTS Teletext: http://www.teletext.ch/RTSUn

• Teletext is Dead: http://www.walternewton.com/?works=pixel-pictures

• Videotex Screen - Telesoftware: https://www.youtube.com/watch?v=wq53DO7zL_g

• Videotex Screen - Mail: https://www.flickr.com/photos/37912170@N00/6948127955

• TRS-80 Videotex Ad: http://www.trs-80.org/trs-80-videotex/

• Videotex Screen - Dadeland Bank: https://www.flickr.com/photos/37912170@N00/6802017798

• Prestel Ad: http://www.newsky24.com/prestel/

• Zenith Spacephone Ad: https://yvettewohn.com/2013/01/11/history-of-social-television/

• Zenith Spacephone Screen: https://www.youtube.com/watch?v=xlgD2lv1fcc

• Zenith Spacephone Remote Controller: http://i.imgur.com/cW1b4kA.jpg

• Zenith Spacephone Ad: https://pbs.twimg.com/media/CRsvKxZWcAE3IXa.jpg

• Fax - Disko Kralı: https://www.youtube.com/watch?v=u348JFVOXaA

• Telephone - Hope for Haiti Now Telethon: http://blog.southernaccents.jp/archives/20100125-1.html


Image Sources


• E-mail - Teke Tek Özel: https://www.youtube.com/watch?v=YTLCaW1VS0Q

• SMS - Survivor: https://www.spredfast.com/social-marketing-blog/six-ways-drive-social-tv-participation

• Hashtags - The Tonight Show with Jimmy Fallon: https://www.youtube.com/watch?v=PZTk8FWPcm0

• Free Apps - Rising Star: https://www.youtube.com/watch?v=UYegexUgd9g

• Always Available TV - Netflix Ad: http://davidychun.com/Netflix-Global-Branding

• Quantitatively and Qualitatively Analyzable Data - Bluefin Labs 2012 London Olympics Infographic (excerpts):

http://www.slideshare.net/bluefinlabs/social-tv-infograhpics-from-the-2012-london-olympics

• Case I - İrfan Değirmenci: http://www.mediacatonline.com/evinden-gerceklestirdigi-canli-yayinla-birinci-oldu/

• Case II - Halk Arenası: http://www.mediacatonline.com/ikinci-ekran-gundemini-halk-arenasi-belirledi/

• Case III - Çalıkuşu - Petition: https://imzakampanyam.com/CALIKUSU-FINAL-YAPMASIN-imza-kampanyasi

• Case III - Çalıkuşu - Tweet: https://twitter.com/angelhapy/status/459603747103318016

_


dISCLAIMER


This presentation is created based on my Master’s thesis titled “Social TV Ratings: A Multi-Case Analysis from Turkish Television Industry”. For more information, please refer to the document, which can be found on my academia.edu profileand my personal website.

Link: https://independent.academia.edu/ErdemAkınTEMEL


Erdem Akın TEMELerdemakintemel.com

@erdemakintemel2016

social tv ratings: a multi-case analysis from turkish television industry

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