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SOCIAL TV Presentation Maria- Candia Chardalia TV TV TV TV TV TV TV
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Page 1: Social tv tsene

SOCIAL

TV

PresentationMaria- Candia Chardalia

TVT V

T V

T VT V

T VT V

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From the very beginning…….TV was a social tool

A REASON FOR Next-day conversation theme

Family gatherings

Society awareness

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Defining the termSOCIAL TV

•IS a system of integrated communication and social interaction relating to

TV content.•INCLUDES a second screen (usually a mobile or tablet) that enables real-

time interaction: voice communication, text chat, video-conference,

recommendations, ratings. •RESULT: audience generates content and data. •IS in the top 10 of the most emerging technologies (according to MIT

Technology’s Review-2011)•UPDATED NEWS. Launching Nielsen – Twitter TV rating (A syndicated-

standard metric around the reach of the TV conversation on Twitter, slated for

commercial availability at the start of the fall 2013 TV season)•FUTURE. According to the report  of research firm MarketsandMarkets, the

market of STV is being expected to grow from $151.14 billion this year, to

$256.44 billion by 2017.

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Breaking down

Social TV

to its

core elements

Visibly Engaged Audience

gathering around TV content

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That is why smartphone owners lead the way in

«connected viewing» experience

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Surveys predict that…

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How Social TV is translated for the MARKET

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For single user, it can Show TV channel List and list TV programs, providing

program details, marks, prevue and so on. Personal favor setting, such as channel, program, program

type and so on. Notification setting for a program and favors. Provides a sense of community and instantaneous debate

For social purpose, it can help users to Mark a TV program Add comments to a TV program and list others' comments Take Like / Unlike action to a comments List what people around you are watching and saying Make friends with others List which channel a friends is watching Recommend TV programs to friends List friends' recommendation List TV programs that your friends often watch Send messages to friends

The Benefits of SOCIAL TVTV has stopped treating its consumers as “viewers” and has started

treating them as “witnesses” 

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The Cons of SOCIAL TV

- Difficult for TV producers to select the best ‘tweets’ in a fast, live television show. Τherefore quality is sometimes compromised.

- Can be distracting from what is actually going on in the TV show

- Can be annoying

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your NEXT

SOCIAL TV DECK

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INFLUENCES OF

SOCIAL TV

Adoption of smart phones, tablets and smart TVs

Mass reach and engagement of Social Media

Installed SocialTV consumers

Amount of new second-screen app and smart TV platforms

Consolidation and emergence of dominant second-screen experiences

Correlation of Social TV metrics to ratings and revenues

Level of investment in strartups, new companiew

Integration of social into TV program

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SOCIAL TVExperience in stages

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SOCIAL TV

Post- it

According to Nielsen’s Q1 2012 report almost 90% of Smartphone and Tablet owners use their devices while watching TV; about 40% do so daily and over 60% do so several times a week. Conclusion: you can’t talk about SocialTV without the context of mobile which is where the greatest innovation will happen outside of the box.

SocialTV is currently comprised of content discovery and companion apps–think a better remote control or check-in and chatter–as well as analytics applied around TV content

There are hundreds of companies chipping away at pieces of this space but only a few are top-of-mind brands–Miso, Get Glue, IntoNow, Viggle, TrendRR, Bluefin and a few network offerings were like USA Chatter and HBOGo–mentioned at the conference of Hollywood insiders and Execs

For consumers, the opportunity to engage with families, friends and networks may unlock the social aspects of SocialTV and usher in the return from our Entertainment or TV room to the Family Room

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System’s Evolution processing…

FROM: THIS CURRENT STATUS

The General Context a.k.a. The Bigger Picture

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TO: the Near Future of THIS

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What’s next…?

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Setting an example

DEGRASSI (TV SERIES)

Degrassi (a canadian show about six young performers striving for stardom in Hollywood) has done what most teen shows can’t do. !SURVIVE!

Dawson’s Creek made it six seasons. OC -five and a half

Gossip Girl is coming to an end this year.

On the other hand, Degrassi in 2013, will air its 12th season. NOTE: The canadian teen drama show began broadcasting 1979.

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How an old show learned new tricks

• Social TV has been a part of the show’s mix since 2000

• Following strategy… “Degrassi.tv, is an interactive web community where fans could interact with characters, have their own virtual locker and chat on forums about topic issues that they were face”

• They invested in creating official character social accounts (not just show accounts) and then finding ways to integrate them into story lines.

• Devotion to one-on-one communications with fans both online and offline.

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Social TV strategy for 2013

Develop a digital dashboard that rewards interactions with Degrassi properties – broadcast, online streaming, Twitter, Tumblr, Facebook, Google+, the Degrassi Web site on MuchMusic (broadcaster in Canada) and Degrassi mobile game in real-time.  

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Audience Engagement …so far…

The Degrassi AppAvailable on iPhone, iPod Touch and iPad, this relationship-focused game lets users experience living the life of a Degrassi Community School student on their smartphone screen. Players create custom avatars and navigate the treacherous waters of being a teenager in this ‘Choose Your Own Adventure’ game, interacting with characters and making choices that can make or break their popularity. As they work their way through each of the six episodes, players earn points that they can spend in the Degrassi store and unlock bonus content like mini games, blooper videos and cast photos.

 Twitterfor insider details on all things Degrassi:@Degrassi – the official MuchMusic account (32,000 followers)@stephenstohn – Degrassi’s Executive Producer (21,000 followers)@anniejclark – Degrassi actress (67,000 followers)@lukebilyk1 – Degrassi actor (117,000 followers)@drake – former Degrassi actor (9,425,000 followers –Fans can also easily follow current Degrassi characters (and the actors that play them) directly from the show’s official MuchMusic page and share their favorite moment with the special hashtag #DegrassiMoment. TumblrShares animated gifs of onscreen drama (with character quotes, of course!), behind the scenes cast photos and answers to fan questions.  

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Monitoring the growthAnalytics through broadcaster ratings, video views, Google analytics HootSuite App Flurry

Also, through engagement with Degrassi Dashboard on muchmusic.com, where they have access to the number of people successfully completing missions, triggering badges, rewards, and time spent on the content within Degrassi pages.

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Expected Outcomes

• The connectivity between all the digital offerings will enhance the value of fan engagement and the brand.

• The dashboard will track points gained through engaging with the broadcast (i.e. live tweeting the show), and online properties (i.e. reblogging photos from the official Degrassi.tumblr.com account, sharing Degrassi blogs from MuchMusic.com).

• The Degrassi dashboard will be hosted on Muchmusic.com/Degrassiand the Degrassi Chat App. The dashboard will act as a hub to connect all existing Degrassi properties, while providing rewards and points for engagement.

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TV era The end of the beginning

or the beginning of an end

…?