"Taking a somewhat different approach to companion screen activity, Zeebox, the UK-based company founded by former YouView technology chief and iPlayer creator Anthony Rose, has sought to create a consumer proposition offering clear functionality that can work across different ecosystems and different TV shows. For Rose it makes little sense for content providers to build native apps for specific shows as the appeal of the any one app will be too limited to make it worth the effort. “It’s not going to scale if every time you change channel you need to download a new app,” he says.
Having assessed the market requirements, Rose concluded that the most viable approach would be for Zeebox to develop a consumer proposition with a consumer-facing brand.
Rose believes that broadcasters have, for the most part, yet to identify what they want to do in this space, with different departments often pulling in different directions. Strategy departments want to work out where the advertising market is going and what will happen in three to five years’ time, new media teams want to build apps themselves, and programme makers have a budget for social media marketing that they want to use to drive viewers to their content. Uniting these groups around a single point of focus is challenging enough. It then makes little sense to develop an app and put it through – say – Apple’s approval process (and a similar process for other ecosystems) when it is likely only to be used for one show or series and then never used again.
As far as consumers are concerned, Rose believes they are primarily interested in being given recommendations about what to watch and, secondarily, being presented with additional information around shows they are currently watching, such as information about products, recipes, and background information about people who appear on programmes. The latter also applies to recorded and on-demand content as much as linear scheduled programmes, meaning that some form of content recognition could be necessary. “Finding something to watch is predominantly about live TV, while finding information should work with recorded content,” says Rose. In the case of the latter, pay TV providers could stand to benefit from playing a more significant role in developing companion screen apps. “We know that Sky and Virgin Media users watch a lot of VOD and catch-up TV and we would like Zeebox to work with that,” he says.
However, says Rose, social applications today are mostly concerned with enhancing live TV shows with mass followings, such as big primetime talent shows.
For broadcasters and content producers, meanwhile the aim is to extend their relationship with audiences beyond the airing of the actual programme itself and, secondarily, to collect information about viewing patterns that can be analysed and put to use, for example by advertisers.
On advertising, Rose is enthusiastic about the range of uses to which second screen applications could be put, delivering not only viewer analytics but advertising – related functionality in the form of synchronised transactions, enabling advertisers to prompt users of iPads to buy goods or seek out additional promo material."
(TDS - I like Anthony Rose more and more every day!)
Could Canoe Ventures have succeeded by focusing on using a "second screen experience" as the platform for its interactive advertising initiatives rather than the decades-old big screen dominating living rooms? It’s possible.
Under a “Pearl” umbrella, a group of local broadcast groups have joined to launch a national footprint using the ConnecTV social TV platform. ConnecTV, which is available via the iPad and a Web site, gives viewers all kinds of opportunities live-synched with TV programming. Those range from obtaining more information about actors or news stories to connecting with friends via Twitter and Facebook.
That can all be fun for viewers. Yet, ConnecTV also offers stations capabilities to generate revenues in line with what Canoe was attempting. Ads with interactive functionality can be made available on an iPad screen, just as a complementary spot runs on-air. Similarly, ConnecTV can enable viewers to participate in live polls about a show as it unfolds.
The opportunities to link promotional content with what is taking place on-screen seem endless, including t-commerce. To many, that's a holy grail. A TV spot could prompt a viewer to make an immediate purchase via the iPad. (Soon, ConnecTV will be available via iPhones and Android devices.)
Entering the multi-billion-dollar content discovery market for cord-cutting video viewers, the Ringz.TV app, developed by RingGuides Inc., “is designed to organize and monetize video sharing from all sources -- over-the-top Web streams, live IPTV...
It wasn’t supposed to be like this. ‘The internet’ was supposed to pillage television, arrive like a longboat of digital Vikings, smash up cherished broadcast business models, steal valuable content, and run off with the audience. Instead the arrival of the internet has turned out fine for the brands formerly known as broadcast. Lately the mythical battle between conventional TV and the internet has begun to look like a wedding with Google, Facebook and Twitter as its bridesmaids, dutifully holding the train for TV’s big day. They deliver a measurable echo of the mysterious viewer from the clicks and tweets from the second screen.
In fact, 2012 has been the year of Social TV. The wake of social activity trailing television’s big events and launches has rained social media records onto grateful broadcasters. The standout so far this year was the Superbowl, which generated 12.2 million social media comments, compared to 1.8 million the previous year. It was also the most watched TV broadcast in US history. The increase in social activity over the previous year is key. Nielsen claim that in the first quarter of this year 42% of tablet and smartphone owners visited social networking sites while sat in front of the TV set.
“This is the time we’ll always remember for the rest of our lives. Entertainment is being more transformed than it’s ever been.
(excerpt) "That basic philosophy--“Why can’t I use the same mechanism?”--is the driving force behind SmartGlass. It’s consumer-friendly because no one has to buy another controller that’s clearly a crappy iPad knockoff. It’s user-friendly because many UI elements will mimic whatever device you already own. And it’s a digital coup, as Microsoft is enlisting the hundreds of millions of touch-screen devices sold by their competitors to innovate their own platform."
This blogpost is a critical note on the “Future of TV” by Jeremy Toeman published earlier on TechCrunch in two separate posts. Here you will find both articles about Over-hyped trends in “Future of TV” and Under-hyped trends trends in “Social TV” to shake up your mind and help you to sharpen your own thoughts about the changing global media landscape. Many people in the media arena just go with the flow. This posts comes up with straight forward opinions to empower contrary thoughts.
The last time we published an app summary was just before the CES show this year in early January and then again leading up to our 2nd Screen Summit in LA in mid-Febraury. While the nascent 2nd screen app market segment has been exploding with new apps for shows, network channels, movies, major events, and sports all over the place, 3rd party apps have been quietly improving themselves and trying to find their way into more consumer living rooms. As we prepare for another Second Screen Summit on June 27th in NYC, we should pause and review the progress those 3rd party apps have been making.
(TDS) - here is the short form list:
2) TV Dinner (I give this one the "best name" award :-))
When it comes to generating revenue, Twitter hasn’t been quick out of the blocks, but yesterday they launched a new format that could change an entire industry. During the Pocono 400 NASCAR race in the U.S., the company rolled out ads that were all linked back to a sponsored hashtag page that provided additional content around the race and encouraged users to have a conversation online in one branded area.
TV advertisers are going to be watching this experiment very carefully because Twitter is trying to re-invent an industry that has had huge success over the last number of decades. As we move into a digital age where things like traditional TV ads are getting ignored, this is a smart way for brands to continue the conversation online and raise awareness about their product or event outside their traditional TV offering.
Second screen has been the battle cry of the those searching for the next frontier in home entertainment since the dawn of the iPad, and now E3 2012 has focused the idea very much upon the specific world of gaming.
We all had a pretty good idea of what Nintendo had in store with the Wii U and its dedicated Wii U GamePad, we saw Microsoft make an announcement along similar lines with the unveiling of Xbox SmartGlass and, just in case anyone had forgotten, Sony reminded us that it already has a second-screen device that can talk to the PS3, the PS Vita. So, are these things all the same, or does anyone really have a genuine advantage?
(TDS) - Dan Sung goes on to give a nice, succinct overview of the 3 offers from Wii, Xbox and PS3.
My personal take is that Xbox has the best solution, since it works outside of the gaming viewpoint.
Apple TV (whatever it ends up being called) will kill cable. It will also give TV new life in a new form.
It won’t kill the cable companies, which will still carry data to your house, and which will still get a cut of the content action, somehow. But the division between cable content and other forms you pay for will be exposed for the arbitrary thing it is, in an interactive world defined by the protocols of the Internet, rather than by the protocols of television. It will also contain whatever deals Apple does for content distribution.
These deals will be motivated by a shared sense that Something Must Be Done, and by knowing that Apple will make TV look and work better than anybody else ever could. The carriers have seen this movie before, and they’d rather have a part in it than outside of it. For a view of the latter, witness the fallen giants called Sony and Nokia.
I don’t know anything about Apple’s plans. But I know a lot about Apple, as do most of us. Here are the operative facts as they now stand (or at least as I see them)
(TDS) Please click thru to the article for the 8 facts, and the remainder of the article. Definitely worth the read!
My favorite line: "We’ll still call it TV, because we’ll still have big screens by that name in our living rooms. But what we watch and listen to won’t be contained by standards set in 1993, or by carriers and other “stakeholders” who never could think outside the box"
What turns a tablet or smartphone into a “companion device” when you’re watching TV? What provides the link between the two, and makes sure that the content is relevant to what you’re watching? Automatic Content Recognition, or ACR, is one answer.