- A laugh riot
- CEO profile: Henry Ketcham
- CEO profile: Jürgen Schreiber
- CEO profile: Jim Shaw
- CEO Profile: John Beck
- CEO profile: Lino Saputo
- CEO Profile: Nancy Southern
- CEO Profile: Paul Reynolds
- CEO Profile: Terry Leon
- Chatelaine -New Year Resolutions
- Chatelaine health briefs
- Chatelaine: defuse your temper
- Chatelaine: exercise rut
- Chatelaine: farmer’s market
- Chatelaine: serenity on route
- Chatelaine: Walk off 10 pounds
- Clippy, I hardly knew thee
- Crocs lose footing
- dandyhorse – bike summit
- dandyhorse- door prize
- dandyhorse- Marvel
- dandyhorse- Rockers who Roll
- Diamond industry
- Divorce planning
- Entourage: accountant
- Entourage: clothier
- Entourage: doctor
- Entourage: financial advisor
- Entourage: lawyer
- Entreprenuer of the year: Ven Coté
- Family File – Divorce
- Family file: can we retire?
- Family file: cancer
- Family file: ditch the suburbs
- Family file: first home
- Family file: how big a slice?
- Family file: newlyweds
- Family file: religion
- Family file: self-employed
- Family file: too much, too soon?
- FP column – philanthropy
- A Good Night’s Sleep
- Bikes for Tykes
- Boomer philanthropy
- Corporate philanthropy day
- Detecting Fraud
- Doing well and good; Entrepreneurs and art gallery owners make charity their business
- Donations down
- First responders heed Haiti’s call
- Fraud and the Banyan Tree
- Freedom from Four Eyes
- Girl Impact
- give a day to help fight AIDS
- mental health and addiction
- the silent issue
- FP column: Entourage
- FP column: portfolio repair
- FP Mag – Job Shadow – Chef
- Fp500: Booms, busts and aggro
- How to stand out
- Impunity in Canada
- Job Shadow- chalk artist
- Laid off?
- Money from nothin’
- Money from nothin’
- Sex in the newsroom
- Social Enterprise
- Spraypaint scripture
- The colour of money
- The Colour of Money
- The refinance itch
- 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).
How seriously to TV execs take socialTV these days:
Where do networks see the value in second screen and social media? And how are they making money off of it? Disney-ABC seems to be "King of Twitter" with their ABCF hit Pretty Little Liars and ABC's Scandal. They're constantly touting things like, "Pretty Little Liars is the most tweeted show ever with 1.9 million tweets", or aggressively promoting hashtags like #AskScandal wherever they can (in print ads, on-air, ABC.com, their social platforms). But what does 1.9 million tweets really mean for them - is the goal higher ratings, digital ad sales, both, or something else entirely?Cassie Gillat 4:58 PM
Are the success of socialTV important for CNN and ARD or are they not taken particularly seriously?
I think Carri can shed some light on this too...
Twitter and Nielsen are both VERY interested in showing how and if tweets drive ratings. They both bought social TV analytics companies (Twitter bought two!). Thus far, they have been able to demonstrate mostly correlation, not causation, but we're in VERY EARLY days of this stuff.
I guess SocialTV as we use it for the moment is only a step on the way TV/Media-development takes heading future. We want to be part of this development and also be part of those who are creating the future of television
For now, networks are mostly using social TV as a way to create a stickier relationship with viewers (that seems to be the number one benefit so far) and to market their shows (number two benefit). But I'd expect those to be flipped as more people get plugged into social TV events and tweets.
So Carri, do you get the impression that TV execs are willing to experiment a little with socialtv without necessarily seeing any direct return at the moment?
Yes, networks definitely see the benefit—finally. They were all slow to start but are picking up stream.
The most popular social TV shows are unscripted—reality shows, contests shows (like "The Voice" or #DWTS) and sports.
The holy grail of social TV (for many, including networks who sell advertising) will be enabling easy commerce of products within shows. It could be a dress that a character is wearing in the show, for example.
Networks have been trying to crack the code of real-time sales while people are watching a show for over a decade. At social TV conferences, eventually the conversation always turns to "Jennifer Aniston's dress" because networks have been wanting to do this since "Friends" was on the air.
This is related to Cassie's question below:
One of the further values is to get the user connected with us: with the networks, the content creators or the actors. This is more than simply watching TV, this is participating on an event.
people live-tweeting shows are actually less engaged - too focused on the social conversation vs. what's actually happening on-screen.Is that something that broadcaster's could be worrying about?
As they're thinking more about Amy Poehler's dress for example
I don't think broadcasters should be worried about people being less engaged with shows. People have ALWAYS multi-tasked while watching TV (kitchen, bathroom, conversations, Web surfing), but it just wasn't possible to track it. If people are interested on what's on the screen, they'll pay attention. If they're not, they won't.
That's a very good point Carri
young user and the one who are used to online-consuming are used to pay attention on several terms. watching TV and surfing the internet is quite normal to young people. We should not worry about it but profit from it.
Additionally, MANY people have DVRs these days that let them pause live TV and then catch up during the commercials. That's what I do when I'm live-tweeting a show. Of course, that doesn't bode well for watching commercials, but that's related to DVR usage, not so much social media.
That's an excellent segue Carri - we've had a couple of questions come in about that so it would be great to hear your thoughts:
How do you create content that still appears to readers after the live viewing, i.e. for viewers watching on DVR?danalaceyat 2:29 PM
I think that social TV has to extend to whenever the audience is talking about a show. The hour before and after is great, but what about viewers watching on-demand? The social aspect of TV was never time-limited in the days before social technology and platforms and it has to, in my opinion, replicate the 'did you see...' experience that was such big part of TV long before Facebook or Twitter.THINK_Lyndonat 5:18 PM
To sort of piggyback off your point, Carri -- TV has become almost like book reading in that when you get distracted while reading, you find yourself reading the same passage several times before you can "regroup." Now you can do that with TV -- pausing the DVR or Hulu, for example. It's no longer the Beatles on Ed Sullivan where everyone was crowded around a little TV.
Is that something you are thinking of more - producing 'real-time' content that can be consumed at any time?
To that point Katie, what are the implications of that for second screen events?
The best answer to time-shifted viewing IMHO is time-shifted comments. The folks at @Tomorrowish have been working on this and I believe they have a contract with CNN to do this. That means they'll time-sync tweets to the original live broadcast of a show and then when people tune into a show on their own time, they can view those tweets as if they were watching the show live.
The biggest problem to time-shifted viewing is spoilers. I know folks are working on that too, but thus far there isn't a great solution.
It sounds like it's going to get mighty complicated...
Willem, is 'replay' very important for the MDR - can viewers watch shows back later?
on SocialTV it is complicated. We offer our content in the mediathek for watching it online later. We also offer the chat for reading it later. But up for today we do not offer it in a combination. it is a good question for the future
Somehow we've only got a few minutes left (this hour has absolutely flown by) so it might be an idea to muse on just that, the future.
Carri are there any exciting trends that you're aware of emerging in the socialTV sphere?
Willem and Katie - are there any exciting projects in the pipeline for CNN and MDR?
The “TATORT” is one of the famoust products of the ARD – so it is really one of our most interesting projects and we will keep on offering it. But in fact we always try to develop other interesting projects. For example the Olympic Games in Sotschi will come with SocialTV supply.
I don't agree with those negative sentiments, however. I think we're still very much in the early days of social TV where people have just barely figured it out. In the earlier days of social media, for example, there was no Facebook or Twitter. There was MySpace and Friendster. Those are gone now and we have new dominate players. It will take awhile to create the ultimate platforms and experiences.
The biggest question in social TV right now IMHO is how will Facebook play a part in the social TV ecosystem, if at all? It's kind of the elephant in the room. It's the behemoth that everyone is wondering about, but thus far any social TV efforts FB has made have been puny and pointless. FB is sitting on a mound of data, however, so that could change.
And do you think it will emerge as an important player?
Facebook has two big problems from a UX perspective: It doesn't present updates in real-time (its algo shows you a newsfeed based upon what it thinks you'll like, and a lot of that is old news) and because it' is a closed network and profiles have various levels of privacy, it's hard to find conversations or new people who are intersted in the same shows.
FB has said it is experimenting with showing time-sensitive updates in real time, but I think that will be a hard thing to do.
On the other hand, Facebook has reached out to networks lately to give them a glimpse of the data it collects about TV-related updates. Theoretically, people's names are stripped out of that data. That could be useful for entertainment marketers, but that doesn't make FB any more useful for the average user interested in conversations about TV and movies.
Unfortunately we have run over time slightly and I should try and wrap this mammoth topic up:ARD will continue running it's incredibly successful TatortCNN is launching a 10-part documentary produced by Tom Hanksand Carri will be trying to keep ahead of a very uncertain curve of an industry that's still figuring itself out...Does that sound about right?
Thank you so much everyone for taking part in this lively discussion
yes! but first of all we keep on developing SocialTV to make it more popular!
thank you for the invitation.
You can follow our guests on Twitter via:@willemdh@gingerbreadgal@CarriBugbee
I will leave it up to one of my esteemed colleagues to write a summary post on this topic that you'll be able to find on blog.scribblelive.com tomorrow!
Thanks for following everyone and apologies if we didn't get to your question this time!
And feel free to get in touch with me directly if you have any questions - @robinminchom
To finish off this event, I'll leave you with videos of three projects our guests were involved with:Carri Bugbee/@PeggyOlsonby sxtsu via YouTube on March 23, 2009 at 2:21 AMAnthony Bourdain: Parts Unknown Season 2 - South Africaby Anthony Bourdain via YouTube on October 26 at 7:16 AMTatort Münster - die chinesische Prinzessin - 20.10.2013by Mac Gyver via YouTube on October 21 at 6:57 AM