Connected, Social, and Expanded TVInnovation & Disruption of Linear TV

September 2011

Briefing

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Definitions

Connected TV – TV connects to the Internet with widgets featuring social networks

Social TV - a way to connect viewers, content, and friends, powered by mobile platforms and social networks.

Expanded TV - Tablet and Smartphone apps that give fans a deep dive into a specific show or network.

Sources: Nick Demartino http://www.nickdemartino.net/blog/2011/8/17/the-difference-between-connected-tv-social-tv-and-expanded-t.html

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UK social network user numbers equal TV owners

Sources: The Broadcasters’ Audience Research Board (BARB), Facebook.com, SocialBakers.com

26.8 million private domestic households in the

UK own televisions 

28 million UK users are registered on

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TV moves from passive to active

Many viewers already communicate via Twitter and Facebook on mobiles and laptops while watching TV

This trend can only grow as consumers look to purchase entertainment tablets, such as the iPad

The iPad has given rise to a credible, second TV screen. According to Nielsen, we use our iPad to watch TV 30% of the time!

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Connected TVs combine TV with social networks

Connected TV sets with Twitter and Facebook apps mean that television programming will coexist with social media on the same screen

Google TV is a new experience that combines TV, the entire web, and apps - as well as a way to search across them all

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Disruption of the entire TV value chain

Social media, in particular Facebook and Twitter, has disrupted the entire TV value chain

Production Distribution Viewing Revenue

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Production.

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Production

TV audiences are now involved in the production process

Documentary producers can use Facebook groups or Google Hangouts to gain further insights into a topic.

Newsrooms and/or researchers can use Facebook votes via community pages, to gather opinion and decide which stories to cover.

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Production

Social media is now integrated at the script stage

FX is now putting producers who focus exclusively on social media directly into its TV productions.

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Production

There is a new kid in TV town – the ‘social media producer’For live TV broadcasts, a social media producer can interact with fans and add live

commentary to the broadcast.

During the live broadcast of Call of Duty: Black Ops launch, two social media producers were used to guide the live interviews, using real time Tweets and Facebook updates from the community.

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Distribution.

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Distribution

Facebook pages offer an alternative distribution channelThe first episode of “The Glee Project” premiered via Oxygen TV’s Facebook page.

The contestants for the ‘The Glee Project’ answered Facebook questions from fans during commercial breaks. As the breaks ended, producers muted the audio and the contestants watched the show with the live feed still rolling.

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Viewing.

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Viewing

The value of Facebook communitiesThe Watch Dynamo Facebook page demonstrates how a TV show can successfully

leverage Facebook as a marketing and commercial vehicle.

To guarantee conversation before and after each episode, Watch posted clips from the last episode on Facebook.  

The Watch Dynamo’s Facebook page grew from 0-180,000 fans within 4 weeks.

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Viewing

Facebook Places as check-in to make EPG socialFacebook Places allow viewers to instantly recommend shows to friends and

followers, encouraging them to tune in for particular programmes.

American Idol set up an event via Facebook Places. Users could check-in, this then triggered a wall post, tapping into the viral channels of Facebook and a user’s social graph.

Source: http://www.lostremote.com/2011/05/25/american-idol-taps-facebook-events-future-of-tv/

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Viewing

Facebook Credits for live voting

American Idol ran a pilot programme where users could login with Facebook and vote for free. In the future American Idol are looking to monetise the system by allowing users to buy votes based on Facebook credits.

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Viewing

Facebook credits for TV game playFremantleMedia (UK) launched a weekly live Facebook show called ‘Scoreboard’

broadcast through a dedicated app.

The game portion of the Scoreboard Facebook app incorporated Credits to allow users to further augment their predictions with in-game currency to “boost” their predictions.

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Viewing

2 screen viewing experience (expanded TV) via mobile/tablet apps

Applications for smart phones and tablets offer an enhanced and augmented TV viewing experience.

Using the audio watermarks that TV programs typically use for tracking TV ratings, the ‘Greys Anatomy’ app can figure out where a viewer is in a program and offer up corresponding content on the i-Pad.

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Viewing

Connected TVsConnected TV sets with Twitter and Facebook apps mean that television

programming will coexist with social media on the same screen. Television shows will be viewed with an on-screen, social context

Example shows Twitter widget on connected TV set.

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Viewing

Promoted tweets (social TV) help fuel the conversationPromoted Products work if you know your audience and you purchase relevant

search terms.

Al Jazeera purchased Promoted Tweets associated with search terms like #egypt, #jan25 and #tahrir to stay on top of a particular conversation.

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Viewing

Google hangouts for exclusive interviews with cast.

KOMU-TV. Anchors Sarah Hill and Nina Moini opened a Google+ hangout before a newscast and let random viewers drop by while they were on the air.

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Revenue.

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Revenue

Pay-TV electronic programme guides (EPGs) can incorporate Facebook and Twitter

This lets viewers instantly recommend shows to friends and followers, encouraging them to subscribe to pay-TV channels for a particular programme.

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Revenue

Facebook Credits for video-on-demand (VoD) and giftingBroadcasters and production companies can make video on demand content

available on Facebook, that can be purchased using Facebook credits.

Facebook fans can now rent movies using Facebook Credits and stream within the studio's movie fan pages.This method can be adopted by broadcasters for on-demand content.

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Data.

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Data

Social media monitoring tools can provide real-time feedback on content

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Data

Both Twitter and Facebook have the ability to provide social graph data to the TV industry, either free or in paid-for services.

This can take two main forms.

Social graph data - for content recommendation.

TV viewing behaviour data – using Facebook insights linked to 2 screen applications

Both have major commercial significance for the TV industry

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Data

In the future, TV advertising with multi-screen engagement will become; fully targeted, completely measurable and highly interactive.

We’re talking here about proper TV ad breaks, targeted at specific households.

Understanding and analysing consumer responses, and ever more complex results and tracking will be vital. 

Branded content will allow us to measure engagement, loyalty and transaction.

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@tomchapmanHead of Social