A short 35 minute presentation given by Gary Hayes at the Multi Platform TV Show in Sydney on 28 April 2011.
AREAS COVERED What is Social TV? & What it isn't What is Driving it? The Value for the Users? What it means for Creators who enable it?
Social TV (baby-steps) = 1 The Conversation of TV (back-channel, recommendation & community)
2 The Gamification of TV (playful, tribe building & participative)
3 The Personalization of TV (users contribution, relevant & their stories)
Including audiences in the creation of your stories • Differentiating your content with social features • Listening to the audience to produce more compelling stories
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xcreatures over YesTV & BT IPTV service in London in 1999 Produced by Gary Hayes. The BBCs 1st broadband programme to live audiences and with a comment box trail / element actually on the TV screen integrated with the show! 11 years ago...
Social TV is not new - perhaps it is up to version 3.0!
From audience users perspective •content = king•conversation = content (web2)•therefore•conversation = kingThe winners are those who enable the conversation/gamification/personalization
1.MULTITASK (2 SCREEN ): The live social conversation takes place in 3rd party software like Twitter, Facebook or SMS, alongside the show but on other remote devices (mobile or laptop) & without the video element next to the chat2.EMBEDDED: The social conversation stream is aggregated in 2D panes, alongside the actual video show either on the main TV screen or PC/mobile. Various widgets control your view and what elements you see – the show is pulled into your network view or you go to it.3.IN-WORLD: You are represented as an avatar (flat or full 3D character) inside a space and you watch the TV as if you are in a real space with a large shared screen - as avatar group or reflected in the show itself.
4. ADV - RESIDUAL: Shows are specifically set up on advanced TV or online so that you can comment as if its a blog – against the whole show or at various Community Created Indexes (CCIs) within it. You leave thoughts about the show and others come and respond to your annotation and add their own. A threaded, deeper discussion can take place around any moment in the show. This can also be done as group chats in audio, sort of DVD extra director & cast commentary style chats in audio or text around a show for others to follow later.
5. ADV - MODERATED: There is a filtering of the social element as the show itself is formatted so the conversation is funnelled into the format. Presenter or panel response to the conversation in real time. Shifting the focus away from open discussion to focused around tasks. These will be new formats with potentially hundreds of audience members really feeling they are actively part of a live show. This is way beyond ʻQuestion Timeʼ two or three asked by the host, or hidden voting / commenting reality show – this is a new format about to happen!
6. ADV - AUGMENTED TV: You are there in the same space around a shared screen but it is enhanced. You will all have different layers overlays of the same show but with Augmented Reality viewers (either hold up screens or glasses) you will be simultaneously taking part in any of the 5 above AND communicating with the physical folk around you. An enhanced version of a traditional webTV couple where one is talking about the show on Twitter while the other is on Facebook.
7. ADV - ALTERNATE REALI-TV: This is where the TV show is both a trigger and an integral part to a broader story environment made up of social networks, physical shared spaces, game places, objects, devices etc: Often called Alternate Reality Games this is where highly social and collaborative behaviour by fans and puzzle solving creatives travel through a web of story – some made by the TV show producers much enhanced by the participatory audience.
Australian Nielsen Online Consumer survey of 5800 internet users - 77% of respondents saying they “juggled at least 2 forms of media at once” especially the 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 the TV did.
Warehouse 13 "part The X-Files, part Raiders of the Lost Ark and part Moonlighting.The series follows United States Secret Service Agents Myka Bering (Joanne Kelly) and Peter Lattimer (Eddie McClintock) when they are assigned to the government's secret Warehouse 13, which houses supernatural "artifacts". It is located in a barren landscape in South Dakota, and they initially regard the assignment as punishment. As they go about their assignments to retrieve missing Warehouse 13 artifacts and investigate reports of new ones, they come to understand the importance of what they are doing
http://www.gloto.com/
Gamification 3 - Living the story roles around the show
Fans tweeted things for the actors to do and see where they were in real-time.
The viewers are also going to be able to track the teams in real time while theyʼre investigating.
The banshee button allows viewers at Syfy.com to monitor some of the cameras around the site, and contribute if they see anything unusual while the actors are investigating.
This web feature was so popular that it trended on Twitter during the broadcast and overwhelmed NBCʼs servers.
TV Gamification 4 - Connecting live users to the show
Theatrics is in the entertainment space, specifically online/Internet based content. This is a brand new market category called Mass Participation Television. It is a blending of the technology and entertainment industries.
Online Entertainment Company Raises $1.3M; Launches Beckinfield, a sci-fi web series in which anyone can create and play a character
Fanisodes “People Powered Entertainment”In 2006 Showtimeʼs ʻL Wordʼ have allowed viewers to write the episodeRatings went up by 51%The site logged 175,000 visits and over 3,000,000 page views.“After seven exciting rounds, 1,258 scene submissions and over 124,000 votes and 30,000 comments, almost 20,000 L Word fans have collectively created the worldʼs very first Fanisode”
Respect your users in ʻCalls for ContributionsʼIt needs to show the show creators ʻreallyʼ want & are passionate about getting it!
Tune in every night when the show is on Channel 4 and visit the website right here at channel4.com/drop to play the game. When Davina asks the TV contestants a question, you'll also get the chance to answer that same question via your computer. Can you make it to the end of the show without losing all your money?
See if you can beat the TV contestants and new for this series, you'll be able to play against your friends via Facebook.
The play-along game is just for fun, free to play and is only available when the TV show is live
Participatory Video Ad (PVA. Associated with Social TV, Social Interactive TV.) - A PVA is an actual video ad that consumers can rate, share information concerning and otherwise comment about. These give advertisers the ability to measure and view, in real time, user's attitudes towards the ad as well as the product/service itʼs describing. Gaming vendors and movie studios are two of the entities that have used them.
The future is about unique Social TV experiences that integrates the audience as users and at the same time truly extends the format of the TV show.
To do this producers must be clear about:•GAMIFICATION (The actual interactive mechanic)•UTILITY (How useful & valuable it is)•SOCIALIZATION (Why it promotes social)•PERSONALIZATION (What elements are about them vs about the broadcasterʼs property)
Key features should also be revealed:•Is this a single or two screen synchʼd service•Live (real time) or asynchronous aspects•The value to a community of interest
TURN THIS INTO TWO FORCESWhat is TV? •The device or screen?•The distribution channel?•The form, types of programmes?•What is that form? “Popular, often live, linear video or something far more social & interactive?”
•What is Social Media?•The devices?•The channels (YouTube, Facebook)?•Or is it actually participating in conversation...?•THEREFORE WHAT IS SOCIAL TV?•Conversation & participation around popular linear video?
Yesterday 15 April - The Application Store (TAS) and Snell have won the Superior Technology Award at National Association of Broadcasting (NAB) convention and exhibition, held at the Las Vegas Convention Centre (the largest broadcasting technology show in the world) with TAS's "ScreenToo" multiplatform TV application.
Major UK broadcasters and production companies are creating TV formats that tap into the growing popularity of Facebook, Twitter and Foursquare - will allow broadcasters such as ITV and Channel 4 to attract new advertisers, as well as generate revenue from consumers.
BUT
ʻTV formats are created and then the mobile interactivity is built to fit the showʼ Ben Cusack, Mobile Interactive Group:
Loyalize Drives Audience Participation During Any Broadcast or Live Event: Sports, TV, Concerts, Politics...reaches consumers on the phones and tablets they're already using, during the shows and events they are already watching and talking about. With Loyalize, consumers socialize, compete, share, shop, and discover, all while winning badges and points they can redeem for real rewards.
Boxee It is a free, open-source software platform allowing users to share information about what theyʼre listening to or watching with other Boxee users or friends on social networks like twitter, facebook
Cliqset for Boxee, an exciting new way to share and interact with your friends and the entire Boxee community while youʼre watching your favorite movies, television shows and sporting events in real-time
MOPA TV / Sleuths / No 1 StarPartnering with RDF Digital USA, Sleuths will be the first television show in the United States to let audiences become part of the storyline. "mobile participation television"
TV Asahi used MoPA-TV to create a brand new show called "Number One Star Maniac – Quiz",
After the trial round, the first round of questions attracted 47,845 people to register and participate. By the end of the first round, a cumulative total of 70,028 responses had been received. Viewers showed a greater interest in the more challenging questions asked during the second round in which there were 163,395 cumulative responses in total
Audiences being social and embedded in the TV show!