Trends & Strategies In The Creative Industries; BNN & Social Media

Trends & Strategies in the Creative Industries

Social MediaBNN

Interactive Television

Research Proposal & Problem

• How can BNN use Social Media to enrich their television programs?

– Challenge?• Stiff competition• Scarce leisure time • many interactive entertainment forms

Research Purpose

• Theoretic approaches tangible solutions

• Divide case into different subjects & questions

BNN Strategy

• Focus group– Television viewers between the age of

fifteen and thirty-five• Research in depth

• Strategy– Creating surprising, humorous and

different programs

Research Questions

• Social Media?– A group of Internet-based applications

that allow the creation and exchange of UGC (User Generated Content)

• Interactive TV?– Anything that lets the viewer and the

people making the television programs engage in a dialogue

Main Subjects• Public broadcaster

– Dutch Media Law (2008)• Independent company• Function without governmental

censorship• Variety of information• Spectrum of different

points of view• Medium is accessible and

delivers quality

Main subjects

• Interactive TV• Why?

– Television & interactivity To boost television’s image

– Ride along with success of Internet & PC within the home environment

Interactive TV

• Enhanced TV– Any type of content– Overlap regularly displayed video

content– Interactive access by viewers– Refined & evolved version of tele-text

service– Information = provided by broadcaster

& altered by viewer

Interactive TV

• Internet@TV– Enables users to perform activities

which they normally perform on PC• Reading e-mail, use instant messaging, surf

the web• Television screen: passive object active

object• Viewer: receiver producer & sender

Research Methods

• Contrived analysis

– Literature analysis• Use shoulders

– Survey analysis• Meeting focus group

– Interviews• Get to know focus group in depth

Advantages of ITV

• Focus group is familiar with the used media

• Specific combination is new and still attractive

Founding research

• Personalized peer-to-peer television system– Exchange of user interest profiles– Automatically creating social groups – Learning interest profiles by zapping

behavior– Create model to predict interests– Personalized user interface to browse

available content

Founding research

• Ethnographic study, users’ requirements & experiences– Young people (age 18 and 30)– Expectation: high resolution quality, fast

access– Lives: socializing with friends and daily

routines

Founding research

• Ethnographic study, users’ requirements & experiences– preference

• Stand-alone services– Internet access, interactive games, downloading

music & videos and ordering services

Founding research

• Example: ITV in Sweden– eTV (Swedish broadcaster), started digital

service over satellite, since February 2000• One in four Swedish households have watched

every day• Four in ten households have used the

interactive services to make a purchase– Sending e-mail, purchasing products, playing games,

viewing news etc.– Using wireless keyboard or remote television

controller as input device

Interested?

• Endorsement to believe ITV is a direct, fast, suitable & feasible solution for BNN

Added worth?

• Extend and fine-tune ITV options • Full implementation of solutions &

merging of ITV with your strategy• Personal & full on enhancement of

your programs• Creating new ITV model

BNN ITV Model

• Create full openness in communication between BNN & users– Cultural practices– Politics– Regulations– Economic circumstances– Social conditions

BNN ITV Model

Questions?