the future of tv is social

8/3/2019 The Future of TV is Social

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The future of TV is social & the revolution is coming!

Named last year as one of the ten most important emerging technologies by the MITTechnology Reviewsocial TV is fast rising as one of the hottest topics since group

buying. Ynon Kreiz, CEO of the Endemol group the largest independent production

company in the world responsible for Big brother said Social TV is going to be huge.The ability to create content that will enable people to interface with each other,

to connect, to recommend, to share and experience over television, is going to

change the landscape of the industry.

But will social TV really live up to the hype? In this article we take a look at what socialTV is, what the main trends are shaping TV, the challenges and the opportunities goingforwards for media companies, businesses and marketers alike.

What is social TV?

Simply put, its about merging your social media networks to the TV. Its making TV

socialagain. Its about taking the water cooler effect and making this virtual, its aboutthe empowered consumer viewing content when and where they want, deciding whothey want to share it with and being able to do this all in real time.In essence it is a termthat describes technology that supports communication and social interaction in eitherthe context of watching television, or related to TV content.Viewers are now usingsocial media to connect with the TV with content that matters to them. Then, as the MITstudy shows, they are engaging in massive real-time conversations around those showsand learning to be a part of that conversation and it is a participatory culture as well asa personalised one.TV always been social and on the face of it TV and social mediaseem like a natural fit but if the TV industry is going to make the most of the

opportunities it is going to have change quickly and learn the lessons of the musicindustry.
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Figure 1 The Core elements of Social TV

The Drivers shaping Social TV

Whilst the rise of the web has heralded talk about the death of TV the convergence ofinternet & TV has meant quite the reverse where social media is directly contributing toa spike in TV ratings around events. Indeed some TV executives are crediting the powerof social media as being instrumental in transforming ratings and TV as we know it nowit. So what has changed?

1. The empowered consumer

Perhaps the most important trend catalysed by social media is the need to share andcontribute to the experience. People not only want to watch and consume, they actuallywant to actively connect to others while watching and be heard. They use their

smartphones and tablets to share their thoughts and feelings on Twitter and theirFacebook wall while watching TV, in preference to using their remote or SMS textingto vote in Live Talent shows. In essence viewers want to contribute, and have a biggerimpact on the story than they have now?Indeed a recent UKsurvey conducted by Digital clarity of mobile internet users belowthe age of 25 it was found that: Most use a mobile device to talk to friends about theshow they are watching.The most common way to communicate is to use:

Twitter 72 % Facebook 56% mobile applications 34 %
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Whilst 62 % of Social TV users like a combination of all three.The study also found that34 % of respondents described the trend as "fun,and 32 % said it made television "moreinteresting" ,With 42 % mentioned the "community" aspect of Social TV. Indeed it isthe younger generations that are driving the change turning TV programs into real-time online events which you have to watch as they happen to be part of the experience

with your friends.

See belowThinkTVvideo 'The Power of Audiences'

Think TV An Initiative ofFree TV Australia

2. The adoption of the second screen

Likewise in Australia a Nielsen Online Consumer survey of 5800 internet users said that

77% of respondents saying they juggled at least 2 forms of media at once especiallythe potent mix of TV & web (tablet, smartphone, laptop) When people did two-screen,65 per cent said the internet had most of their attention, with only 14 per cent saying theTV did.

3. The Rise of Twitter TV

In recent months the rise of Twitter and TV has been quite staggering to the extent that Ithink it is fair to say that TV has a Synonymous relationship with Twitter whilst somecommentators have gone a step further by crediting Twitter as redefining real-timeTV. Not only does twitter allow you to get Instant feedback on shows but i t allows theviewer to feel plugged in to the experience and be part of the conversation.

James Franco, host of this years Oscars, put Twitter into overdrive for fans by tweetingbefore and during the show. Indeed during the 2011 Oscars, there were over 10,000tweets per minute-with the event racking up 1.8 million tweets overall. Oscar hashtagssuch as #OscarsRealTime and #SatisfyingWin further extending the conversation.

Not to miss out on the action MTV brought back the Twitter trackerfor this years

MTV Movie awards (see below) parsing a barrage of tweets in real-time to come upwith the top trends of the event, from the top actors and actresses to the most-talked-about movies... Throughout the broadcast, MTV plugged various hashtags tocorrespond with the moment, with #MovieAwards being the predominate theme.
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However it is not just the biggest blockbuster live-events where the numbers are alwaysimpressive but this water cooler effect has spread to other genres of shows that peoplecare about. In a recent studyinto behaviour on Twitter by British content discoverycompany TV genius it was found that Over a six day period in the UK there were over38,500 tweets about TV shows, with 90 different shows receiving more than a tweet aminute while they aired.

Clearly, many consumers have already bought into the idea of social TV and are busysharing what they love and hate on Twitter.One of the interesting facets the data revealsis that the show with the highest audience rating doesnt always receive the most tweets.Twitter trends reveal shows that viewers wouldnt necessarily know to watch. But theymay want to tune in if they know that there is an extra juicy episode of a soap playing oran interview generating lively debate.People are naturally curious and want to see whatall the chatter is about. Channelling Twitter effectively could curate content discoveryhabits, encouraging viewers to tune into a programme they might not watch otherwise.

Twitter has also made itself a mainstay in the newsroom, often being the first to breaknews stories with over 77% of TV newsrooms now use twitter. In fact, many newschannels use the videos and images shared by viewers on Twitter to add meaning totheir reports. Indeed the integration of social media into the newsroom has taken a stepfurther with the launch ofAl Jazeeras social media cantered program the streamwhich is probably the most ambitious integration of Twitter into a news program todate.

According to Twitters Chloe Sladden, What were seeing now is that Twitter is, infact, about flocking audiences back to a shared experience, and that usually means alive oneIf youre not watching live and reading the comments from friends, your

favourite celebrities, and even total strangers via Twitter youre missing half the
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show. Furthermore she says In the future, I cant imagine a major event where the

audience doesnt become part of the story itself.

Considering using Twitter in connection to promote your TV program then checkDigital agencyWiredset Twitter TV best practices below

4. Facebook & Social TV

In recent months Facebook has made a big play for TV & Mark Zuckerburg Speakingat theEG8 technology forum in Paris recently said that TV, music and books are thenext media experiences that will be revolutionized by social media. I hope we can

play a part in enabling those new companies to get built, and companies that are out

there producing this great content to become more social.

At MIPTV Facebook outlined four key ways that the platform can be used to encouragesocial TV behaviour:

4.1 Building TV communities- Top Geardemonstrates how a TV show cansuccessfully leverage Facebook as marketing and commercial vehicle. To guaranteeconversation after each episode ends, Top Gear posts clips of the last episode onFacebook. This reminds viewers about the highlights, and helps fans share and talkabout each episode on Facebook. Additionally, Top Gear posts behind scenes videoclips, making the fans feel part of a privileged community. Top gear has also fullyintegrated social plugins to its site & one photo on the site received 10,000 likes.
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4.2 Check-ins. Not to be left out on the hype attached to checking into shows alongwith Miso and Get Glue Facebook has also announced you can now check into yourfavourite TV show as well as places and with Top Gear for examples, a user would beable to see that actually ten of their friends are also watching Top Gear at the same andhelps drive conversation.

4.3 Facebook EPG. Facebook could also provide a platform for a personalisedelectronic programme guide (EPG), complete with check-ins, reminders, personalisedrecommendations, and social integration. A social EPG could take the form of aFacebook app, check-in, or game. Facebook would like to see the EPG featuring filters

based on time, and personalisation based on the user profile. For instance, the ability tobrowse EPG based on friends, like shows directly, and browse top ranked TV couldprove compelling associate like with TV shows. The Facebook EPG would essentiallyact as a gateway to content discovery. By integrating social trends and friends

preferences, users could discover new, relevant content. UK specialist TV researchcompany TV Genius has developed some excellent Facebook EPG apps for just this

purpose see below
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4.4 Facebook as a second screen The UK game show Million Pound Drop wassupported by a wildly successful Facebook game. The show estimated that 8-10% ofthe TV audience played the game. The game served as an opportunity for advertisersponsorship, helping monetise the second screen. The game featured social componentsthat let players compete against their friends. The game was integrated into the live-

event as well: the live show featured a real-time game leader board. Players were alsoincentivised to play; the best players had a chance to go on the show and play. 8-10%of TV audience plays the game.

Likewise American Idol is piloting a programme where users can login with Facebookand vote for free. Like the Million Pound Drop game, the voting is monetised through asponsorship. American Idol is looking to further monetise the system in the future byallowing users to buy votes based on Facebook credits.

5. Social TV Apps

One of the main drivers of social TV has been the rampant proliferation of mobile social& TV apps which fall into two main categories:

5.1 TV check-in apps: Check-in with apps like Get Glue, Miso,PHILO,

IntoNOW, TV Chatterand new Aussie kid on the blockTwelevision, to share whatyoure watching with your friends and, in some cases, earn social currency/rewards.

These apps are directly leveraging existing behaviours for example how many timeswhen watching TV have you gone ontoIMDB.com, Google, or YouTube to find outmore about a show or actor? How many times have you tweeted or posted to Facebookabout the show youre watching? The various social TV apps begin to bring all of thisnatural online behaviour into a single second screen experience.But if you thought

social TV apps were just check-in devices think again as Miso one of the main socialTV apps has just announced a partnership with Fox that takes their app one more stepbeyond just a check-in.
https://www.themillionpounddrop.com/http://www.facebook.com/AmericanIdolhttp://www.facebook.com/help/?topic=creditshttp://getglue.com/homehttp://gomiso.com/http://gomiso.com/http://www.playphilo.com/http://www.intonow.com/cihttp://www.tvchatter.tv/http://www.twelevision.com.au/http://www.twelevision.com.au/http://www.imdb.com/http://www.imdb.com/http://davidwesson.typepad.com/.a/6a010535373ed2970c014e8915d508970d-pihttps://www.themillionpounddrop.com/http://www.facebook.com/AmericanIdolhttp://www.facebook.com/help/?topic=creditshttp://getglue.com/homehttp://gomiso.com/http://www.playphilo.com/http://www.intonow.com/cihttp://www.tvchatter.tv/http://www.twelevision.com.au/http://www.imdb.com/


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See video here

Miso CEO Somrat Niyog is aiming the service not just live events but the long tail of

TV programs so if you are watching Dexterfor the first time you can engage with otherfans to see what they said around particular episodes. As more and more TV becomes awhat you want when you want it experience apps like this make sense to engage andadd to the viewing experience no matter when you get into watching your favourite newTV series. Rival service get glue has also been quick to run promos around key TVshows like scfi classic show theFringe where subscribers have the opportunity to win

props from the show as part of apromo for loyal fans.

5.2 Synced i-Pad apps: enable viewers to get additional content while youre watchinga show with a show specific app such as The Kennedys, Oscars,Royal Weddingor avia specific TV network (NBC & Discovery).Perhaps one of the best known ones in the

Greys anatomy app which Using the audio watermarks that TV programs typically usefor tracking TV ratings, the app can figure out where a viewer is in a program and offerup corresponding content on the i-Pad. This means that in addition to using the appwhen watching the show live, users can also use the app when watching on a time-shifted copy of the program or when fast-forwarding or rewinding the show.

See below video

The i-Pad since its launch is quickly becoming a unique second screen device and anew study by Nielsen reveals where people are using their iPads, and its even moreevidence that tablets are natural second screen devices in front of TV. Compared tosmartphones and e-readers, iPads are more TV-friendly, although television also ranksas the top time spent (20%) and situational use (68%) for smart phones.
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It is a trend not lost on Daniel Heaf, Digital Director of the BBC Worldwide, who saidin a Beet TV interview that he sees tablets as an amazing opportunity for long formcontent

Whether being on our magazine app or whether on our news app, are much more akin

to the types of session times weve seen in traditional media apps, like TV andmagazines, he says. It might not be a fully lean-back event in a way like watching

your plasma screen might be, but its definitely not a lean-forward experience, its

definitely not a 3-minute medium.

Expect the iPad to grow in importance as a quick and easy way to leverage existing TVbehaviour and enhance the viewing experience whilst TV manufactures rush to get appcontent launched on their respective connected TV sets.

6. Connected TV & The battle for the living room

At the moment 50% of all TVs currently being sold are internet-capable, and this figurecould be 80% of all televisions within three to four years time. Convergence ishappening now. In the near future there won't be much of a distinction between webcontent and TV content consumption as web and mobile applications will cross over toTV to deliver in-screen interaction and formats.Google are rushing to upgrade GoogleTV to integrate their Android platform system, YouTube is upgrading its mediachannels to include more hi-quality content, Microsoft with its X-Box live communityand with its recent acquisition ofSkype andYahoo with its acquisition of Social TV appInto now. The TV manufactures are also cutting in and have launched connected TVs with their own apps platforms whilst there are over 100 companies globally currentlyvying in the IPTV space along with cable and satellite, along with traditional broadcast

channels all pushing hard for their slice of the social TV market. Web enabled gamesconsoles like WII & PS3 are also shifting focus whilst X-box has been allowing people
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to gather in online groups around streamed TV programming since 2010. Not to be leftout are the numerous social TV start-ups in the space like Boxee,Starling TV,Matcha.TV &Bee.TV who are all making a play for the social TV space. Only timewill tell who becomes the dominant players in the social TV space BUT one thing is forsure the rate of adoption of social features across the various platforms is happening on

an aggressive rate.

So what does the Social TV User look like?

In order to better understand the those people out there watching television today andwhy social TV is relevant,User Insightbegan aSocial TV project which has mappedout the key social TV user personas to help us understand how social media is changingTV. How do the key user vary in their behaviour ? Results to date from this innovative

project have shown five key personas based on technology, social media usage andenthusiasm for TV see below

Moving forwards it will be interesting to see how quickly what new personas emergewhich one are you?

So what are the opportunities in the multiplatform social TV arena?

1. Building Brand loyaltyby sharing and driving real-time conversation brands havethe opportunity to become facilitators when consumers have the need to share theirexperience. We have seen this with this with the concept of the check-in in Social TVapps which has evolved from a sign of presence in one place to gradually becoming away to share participation in an experience.

2. Leveraging online communities- The big opportunity is to learn how to leveragethe communities that exist outside of TV and their owned media assets to theiradvantage. Whether contributing in real time, via the TV set or via a second screen

device, creates opportunities for people to become even more socially engaged with TVprogramming and nowhere better is this done than leveraging online communities. They
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provide real time feedback; act as a focus group, sharing content andrecommending shows to their friends there by driving viewing figures especially

during live events. Ultimately is about creating deeper relationships with your biggestfans.

Heres a great example ofUSA Networkutilising Facebook and twitter via its ownonsite Chatter viewing companion which it uses for nine of its TV series. It integratesTwitter and viewers can connect with other viewers and in some cases, actors and

producers from the show while the show is airing.

For its popular shows USA network also as a Facebook app and aniPad app.The web and Facebook app experiences allow viewers to switch between three differentviews what viewers are saying, a curated feed of official accounts or all of the above.You can authenticate via Facebook or Twitter, and post to either or both accounts or

just keep it inside the Chatter experience.

3. The Gamification of Social TVThe opportunity exists to produce new TV showsthat are designed to be social from the ground up which are more interactive &

participatory through gamification. Gary Hayespresentation at the recent AustralianTV show conference provided some great examples of the different levels ofgamification. Not only can you include elements of gaming mechanics (competition),

prize offers (awards, rewards) and participation voting but the opportunity to make TVa fully immersive experience can now be fulfilled.

Two such examples are where live users connect to the show and Users become

characters or play roles in the show. In Destination truth Fans tweeted things for theactors to do and see where they were in real time. The viewers are also going to be able
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to track the teams in real time while theyre investigating. Whereas Beckinfielda sci-fiweb series in which anyone can create and play a character build an audience andcollaborate on storylines through social media. Called Mass Participation Television Itis a blending of the technology and entertainment industries.

4. New business models & monetisation opportunities- So far, most of the money insocial TV has been generated through sponsorship. For instance, in 2011 the Oscars rana successful integrated social campaign to encourage viewership. The most significant

part of this campaign was Mercedes Benz sponsorship of the GetGlue event whichenabled event check-ins on its website through Get Glues widgets and users accessedstickers directly through Oscars.com which Fans have to peel off Mercedes-Benz

branding to unveil the actual Oscar stickers.

Other Increased monetisation opportunities with a two screen approach include in-appadvertising which falls into three main categories:

1. In-App Advertising: Display advertisements inside the applications

2. In-App Purchasing: Leading to in-app purchasing inside the application.

3. In-App Subscriptions: Paid for subscription video on demand.
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Industry analysts now estimate the TV app market will be worth $1.5 Billion by 2013

with the availability of more than one billion apps downloaded by 2015. Retail has alsobeen quick to jump into social commerce space with interactive social TV channels likeDebenhams & French connections Youtique. Whilst another exciting innovation thattakes the idea of social and commercial layering within TV to the next level is GOAB.

Developed by Syzygy The iPad app transforms the users handset (tablet/mobile) into asocially and commercially-enabled TV remote. The app brings the possibility of userinteraction within television to life with a look at how social integration may work inthe future.

5. Measurement & Social Data-Social TV also offers ample opportunities for extramedia value, measurements and conversion. One of the main opportunities is aroundsocial graph data for content recommendation and TV viewing behaviour. This wealthof data can be used to target and identify future opportunities and potential new servicesto drive action. Measuring services will be critical moving forward to analyse theimpact social TV is having and agency Wiredset this year developed its Social TVcharts measurement system.Trendrrlooks at data from Facebook, Twitter, Miso andGetGlue, combining mentions with check-ins to determine total activity. You can alsodrill down into sentiment analysis by show. Theres much more data available inTrendrrs premium service most anticipated shows and competitive graphs which it offers to television clients.
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6 Every brand to become a media company-With Social technologies it has neverbeen easier to produce your own content quickly and easily. Two great examples ofbrands that have transformed themselves into modern day media companies areBillabong & Red Bull who are now competing with more traditional media companiesin the space.

The opportunity going forward is for social TV to proliferate to the enterprise sector inthe next few years. A great example of this exists here is Sydney in the shape ofEvo TVwho have built a media company off the back of the financial services sector not exactly

renowned for its willingness to invest in the social media. Their no more practiceshow was the first ever reality TV show for financial advisers with over 50,000 viewsover the entire series.
http://evotv.com.au/http://evotv.com.au/http://evotv.com.au/no-more-practice/http://davidwesson.typepad.com/.a/6a010535373ed2970c014e8915ce56970d-pihttp://davidwesson.typepad.com/.a/6a010535373ed2970c015432f5e58a970c-pihttp://evotv.com.au/http://evotv.com.au/no-more-practice/


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So what will the future of TV look like in 2020?

1. The Decline of traditional TV as we know it. The concept of TV as we know haschanged and will be in the future over multiple platforms and social will be designedinto all TV formats as a natural part of the viewing experience.

2. TV will be al a carte & you will be able to pay to avoid Ads. It will only be a fewyears away where you will be able to subscribe to your favourite TV show and pick andchoose what show you watch based on your tastes as part of a subscription package andwatch them on any device anywhere anytime.

3. Global communities will dominate media Global social networking applicationswill continue to proliferate into the video arena, providing communal interaction andreal-time ratings and recommendations, creating shared experiences and acrossgeographic boundaries.

4. Every TV network will have a social media Team -Every launch will have adedicated social media plan. Two years ago, there was nothing. Today, social is a corecomponent of how the US networks do their job. This will spread globally across

broadcast media.

5. Most viewing will be on personalised screens- The opportunities around Tabletsand touch screens are only just beginning and more audio and video will be consumedon personal devices than on the traditional shared living room display, which will

become more multifunctional and less defined by the television viewing experience.

6. Mobile will be the number one device people view TV on with programs madespecifically for the format. In Tokyo there are currently more than 1.5 million paidsubscribers for TV shows specifically made for mobile which will only spread globally

between now and 2020.

7. Transmedia story telling will be the norm -Storytelling across multiple forms ofmedia with each element making distinctive contributions to a fan's understanding ofthe story world. By using different media formats, transmedia creates "entry points"through which consumers can become immersed in a story world. Watch out for thenew Fox8 series Slide which launches in August a great example of home growntransmedia storytelling via Hoodlum entertainment.

8. Social Commerce on TV will be ubiquitous via new business model like GOAB

9. Touch devices will replace remotes-the awful point and click will be replaced bytouch sensitive, interactive devices including tablets and multipurpose smartphones.

10. All TVS will be connected to the web

The Wrap

Social TV is important because social media will bring together the TV and the digital

world. People already use their TVs socially: they either watch it together as a family,or watch a show separately but talk about them together at a later time. So Social TV is
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about bringing real-time interactivity back to TV, which has been lacking in recentyears.The people who used to sit in front of a television and talk about their experiencesto friends, family and co-workers are now empowered to do so right here, right now.Perhaps more important however, people are building full-fledged networks aroundthem, creating a distribution channel of audiences with audiences and their reach is as

influential as it is infinite.As WIRED magazine recently stated, TV is moving from avast wasteland to a vast garden". Today, TV is a crazy, weed-filled, wonderful, out-of-control garden. It is time to rethink TV. It is time to imagine what it could be andredefine it for the participatory culture of tomorrow.

What do you think do you think ?

How important will social TV be?

Want to learn more about Social TV then check out the following resources:

TV Genius blog

Lost remote

Scoop it social TV

App Market TV

Connected vision -Informitv
http://www.tvgenius.net/latest/blog/http://www.lostremote.com/http://bit.ly/fphHVWhttp://www.appmarket.tv/http://informitv.com/http://www.tvgenius.net/latest/blog/http://www.lostremote.com/http://bit.ly/fphHVWhttp://www.appmarket.tv/http://informitv.com/

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