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- To you, I’m fluff
- When you hear layoff rumours…
Social TV and the second screen
This week's Scribble Chat will focus on how traditional broadcasters are embracing digital tools to give their audience a more immersive, interactive experience of television. Our panelist are from broadcasting giants CNN (USA) and ARD (Germany).
Don't know what we mean by social TV, here are a couple of videos that should give you an idea:
Social TV vs Second Screen, Wikipedia weighs in:
Social televisionSocial television is a general term for technology that supports ... in either the context of watching television, or related to TV content. ... via WikipediaWikipediavia Wikipedia at 12:44 PM
Second screenSecondscreen refers to the use of an additional electronic device (e.g. tablet, smartphone or the computer ) by individuals who are ... via WikipediaWikipediavia Wikipedia at 12:44 PM
Here are some interesting snippets from a Guardian article published last year dissecting various studies carried out in 2012 around second screen and social TV:
Somewhere between 75% and 85% of TV viewers use other devices while watching, although a lot of these people are doing unrelated tasks
This survey of more than 2,000 British smartphone, tablet and laptop owners claimed that 86% have used one of these devices while watching TV
The topline figure: 75% of Brits watch TV with a second device to hand. What are they doing? 65% are surfing the web, 60% are emailing and 48% are using social networks.
Ericsson's study of TV and video habits was based on its ConsumerLab research program, which involves interviewing 100,000 people a year in 40 countries.
Its key finding was that 62% of people use social media while watching TV – 18 percentage points more than 2011's finding. 40% of them are discussing what they're currently watching on social networks.Quite a lot of stats and figures, but what do they actually say? Well it seems like a huge proportion of people watch TV with a mobile device to hand but most of them are doing unrelated things such as emailing or shopping.The challenge for broadcasters? To increase that percentage and get the audience engaging with other fans on their own site.
So, those were some stats from last year but as we know, things move very quickly in this industry. Nielsen released a study this year dramatically titled 'Action figures: how second screens are transforming TV viewing'. The telecommunications giant found that:
nearly half of smartphone owners (46%) and tablet owners (43%) said they use their devices as second screens while watching TV every day. And more than two-thirds of tablet and smartphone owners said they used these second screens multiple times a week during Q1 2013.In 2013 most people are still using their second screens for unrelated activities but a not insignificant chunk are directly engaging with the television program:
More than half of smartphone and tablet owners visited a social networking site while watching TV, and at least one-fifth spent time reading social media discussions about the program they were viewing. Many more tablet owners than smartphone owners used their second screens to interact with the show (13%) or to post about it (13%). Some multi-screen users even said they watched a program because of something they read in social media; about 15 percent of tablet users responded this way.
Screens, screens everywhere! This is what Instagram comes up with for #socialtv:Another #socialtv event with our wonderful discovery digital team #futbol360 #samsungby dothemax on 2:23 AM#socialtv #samsung molto #socialporn per chi twitta un sacco guardando la tv #sbavoby napolux on November 3 at 11:39 AM#socialTV applied on #TopChef. Hashtag + web poll during live airing + realtime results. I wonder if local channels can take advantage of this since WE are the #socialmediacapital of the world.by thomasmmm on November 5 at 11:25 PMTaas on se aika viikosta. #Leijonat-lähetys LIVEnä ja pian #IdolsSuomi. Myöhemmin vielä #ELCrew.
#uusiMTV #SocialTVby themartti on November 7 at 5:18 PMDirect from connected and #socialTV formation.. Kind of like #googleby lorenzovanin on November 8 at 3:08 PM100% connecté pendant les répétitions sur le plateau de #DALS ! #TF1 #SocialTVby louismetivet on November 10 at 10:02 AMPreviousNext
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Just five minutes until this discussion will start - don't forget to ask any questions you have using the 'Make a Comment' button!
Hello everyone, we're going to kick off this Scribble Chat on socialtv and second screens now!
First, we need to introduce our guests....
Willem de Haan finished his studies in media communication in 2006 and has since been working at the cutting edge of televisual and digital media. He has worked as a TV journalist and media developer for some of Germany's biggest media houses including AxelSpringer, RTL, and Mitteldeutscher Rundfunk.
He made his way through the video department at tabloids BILD and RTL and built the TV-Channel for the German McDonald’s chain. He no develops and manages the SocialTV events for Mitteldeutscher Rundfunk, part of the German national broadcaster, working on programs like the blockbusting Tatort.
Katie McLaughlin is a producer for CNN Digital. She serves as the Digital Producer for various CNN shows and specials, including Anthony Bourdain Parts Unknown and Morgan Spurlock's Inside Man, among others. In addition, she has also produced interviews with David Beckham, the casts of Homeland and The Big Lebowski, CNN's Anderson Cooper and others.Katie McLaughlinby robin.minchomShe has written and produced digital content covering topics such as the Second Amendment, the 50th anniversary of the film To Kill a Mockingbird, an initiative that allows prisoners to get college degrees from behind bars, and Sesame Street's 40th anniversary. She holds a Masters in Interactive Communications from Quinnipiac University and lives in Manhattan with her husband and a cat named S'more.@gingerbreadgal
Carri Bugbee is an internationally recognized expert in social media marketing and social TV trends. She started experimenting in the social TV space in 2008 when she was tweeting (anonymously) for TV characters from the hit show “Mad Men” and then won a Shorty Award for that in 2009. She has been analyzing, writing and speaking about social TV for several years while developing strategies and programs in social media marketing for businesses and organizations. You can find her on Twitter at @CarriBugbee and @SocialTVTrends or connect with her other profiles via CarriBugbee.com.
Apologies for the lack of a photo on the last one...
But we have a good, transatlantic mix from various angles of the industry - welcome everyone!
Thanks for joining us!
Hi, folks! Eager to chat about social TV today. There is ALWAYS something new to be discussed in this space. It's moving fast.
I think we should proper kick this off with an easy question - maybe you could take this Carri:
For people who are still unsure, can you give us an idea of exactly what we mean when we refer to social TV? Is there an industry standard definition or is it quite vague?
There is no standard definition for social TV.
I've created a definition, however. Bringing that up now…
Technologies (software and hardware) and processes that allow connections and interactions between fans, content creators and distributors of video content.
While Carri is bringing that up, maybe Katie and Willem could answer something from the broadcasters perspective:
Here is Wikipedia’s definition:
Social television is a general term for technology that supports communication and social interaction in either the context of watching television, or related to TV content. It also includes the study of television-related social behavior, devices and networks.
So Willem and Katie, I think it’s a good idea to start with something relatively open and simple - what are you trying to achieve when you create a second screen/ social TV event on your site?
As you can see, Wikipedia's definition is even broader than mine.
This is what one of our followers thinks on the matter:
I agree there is no standard definition - that's been the problem with operators and programmers using social TV - they've tried to define something that should be for the viewer to define individually or as an audienceTHINK_Lyndonat 5:12 PM
Social TV is an experience - or at least it should be - in my opinionTHINK_Lyndonat 5:12 PM
For shows like "Anthony Bourdain Parts Unknown," it's a close companion to the show. For Parts Unknown and Morgan Spurlock's Inside Man, we keep the Scribble Live blog running about an hour before the television broadcast and an hour after. Not only do we provide viewers with background information on the locations Bourdain happens to visit, but if he goes to see a local band, we use Scribble to embed a YouTube clip of that band's performances and/or music videos. It's fantastic, because we get so many comments from viewers asking "What was the name of that band?," and they are grateful when we can give them that -- and more!
we consider it as possibility to bring the user / the audience a bit closer to the story and to get in touch with other user or the content creators for some interaction about the story
I think everyone can agree that audience interaction, participation is absolutely key
Do you have clear guidelines when you create an event like Parts Unknown, or as the field is relatively unknown, are you given the freedom to experiment a bit?
The seamless integration of Twitter into the Scribble Live blog has worked out phenomenally well for Bourdain's show, because he himself often live tweets the episodes, as do his crew members and they have fabulous behind-the-scenes stories that breathe amazing life into the live blog. They tell the stories of off-camera antics, scenes that were edited out of the final broadcast, plane and train turbulence, riots, etc. The audience loves to hear about that stuff and their insights and/or tales similar experiences keep the conversation solid and engaging.
So it's about giving the reader behind the scenes access, making them feel part of the production?
Is this the same for you Willem?
As i said, we want to get the user closer to the story - first of all. Talking about what happens behind the scenes we do as well but not always. It depends a little bit on the fact if we invite i. e. a director for participating on the SocialTV chat.
So you sometimes will have a live chat with the director running while the show is on?
Katie, I believe you did something similar with Parts Unknown, a live chat with members of the crew - is that right?
yes, indeed. For example when we run a TATORT socialTV we prefer to do it together with a director or an editor (or an actor). they all are much more involved in the story - the community loves it.
That's a great way to involve the viewer even further
We've got a question from a reader now about how to get viewers used to social TV
Did your readers need to be convinced to take up social TV? Or did they naturally adopt it?MilesJKenyonat 2:22 PMIs is difficult to grow a community or does it just happen naturally?
For people curious about Tatort!
I've got another question from a reader - an avid TV fan it seems...