Despite being the largest advertising medium (Forrester projects TV marketers will spend $76 billion on advertising in 2011), TV still lags in its ability to measure anything deeper than basic tune-in. Over the past eight months, we have been covering how recent innovations in TV measurement are making TV ads more targeted and accountable. Forrester clients can read our earlier reports on measurement that discuss media measurement across digital and traditional channels and the future of set-top-box data for TV measurement.
We reported earlier on AppMarket about Bluefin Labs' advanced technology that makes a direct, real-time correlation between shows and ads that audiences are watching on TV and what the audience is saying via social media. A few weeks back they released a new product, called Bleufin Signals that "establishes social media engagement metrics for TV shows. The product analyzes billions of public social media comments and millions of minutes of TV data each month and interprets them into actionable metrics like response level (the volume of comments for a given TV program) and response share (a program’s share of social response during its specific airing time). TV networks will now be able to quantify social media engagement on their programs and drill down deeper than simple tune-in."
What could this kind of rich cross-platform analytics mean for the TV value chain?
As elaborated in this article on Appmarket.tv, two core aspects that are impacted by real-time and cross-platform communication and analysis are TV content and TV advertising pricing:
By analysis conversations and behavior around and about a specific show or series or network, organizations can learn what viewers are about. Netnography is the branch of Ethnography that analyses the free behaviour of individuals on the internet that uses online marketing research techniques to provide useful insights. Social media insights are a powerful set of insights.
By having a better insight and moreover a continuous understanding of the viewer target audiences, TV content can be tuned and refined, increasing relevancy and quality as seen from the specific target audience. Advertisers with branded content can adapt their offerings better to their audience, ongoing.
TV Advertising pricing
TV advertising pricing is the effect caused by better adapted content, the relevanter content-target audience is, the more premium fees can be asked. Both are symbiotic and well executed provide a virtuous cycle of quality content, pricing and a viewers which are listened to.
Value chain and strategy impact
But the impact of analytics and data goes further than that. It influences, enriches and informs business strategy and the value chain. By understanding relationships between platforms, content, audiences and brands, TV organizations can incrementally adjust their strategy and/or execution. Besides that, a more efficient and effective value chain is created by listening and adapting to that what is understood from data.
CMO.com has referred to data-driven marketing, innovation can be added by opening the organization's activity directly and indirectly to external stakeholders through the use of social media (and other data sources), its data and technologies for the purpose of competitive advantages. Data enables, and a big challenge is to create understanding and extract actionable insights from all of it to compete.
More data will be created, more will be interconnected, increasing the richness of the data, but simultaniously challenging organization to react to it.
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Tata Sky has launched a new Social TV app for the iPhone, iPad and iPod Touch that convert these devices in an universal remote control.The app offers program listings for TV channels, and users are able to share what they're watching on Facebook and Twitter. Ryz Media will provide the platform for the application. Initially the app is introduced on Apple devices and it would be launched on Android devices later.
For an extensive read on the experience of the app, have a read on Medianama where the interface, functionality and checking in are discussed.
"The Tata Sky Mobile Access App is a natural integration of TV entertainment with these smart devices allowing subscribers to not only control their TV and set-top boxes with their smart devices, but also make their content choice based on what their friends and family are viewing. This is the first-of-its-kind functionality offered by any DTH service provider in India."
"We are honored to provide Tata Sky a platform allowing viewers to interact with, socialize, search and share TV content they are watching. Our platform allows service providers to roll out a fully customized and integrated solution in an extremely short time frame and at an unprecedented roll out cost".
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Is this the next step in Social TV? From contextual enhancement and enrichment to being an intrinsic part of the content. I like the idea, and this would be marketers' heaven, devoted attention to and co-creation of the content and experience. This is how Hollywood acts as an open business platform for personalized prosumed experiences.
The INSIDE page on Facebook says:
Inside consists of film, videos and social media interactions. These pieces will live organically on Facebook, Twitter and YouTube. But you can also see all highlights and films in one place at http://www.theinsideexperience.com/, as events happen.
Intel and Toshiba present a Social Film experience, from the director of “Disturbia,” starring Emmy Rossum and You.
Christina is a tough, resilient, 24-year old girl. She’s been trapped in a room. She has a laptop. And she needs your help to get out.
Have a look at the website of INSIDE.
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“More and more, TV watching is becoming a two-screen experience, where viewers are engaging with another device while watching TV,” said Sean Casey, founder and CEO of SocialGuide. “SocialGuide and its apps make it easier for TV viewers to decide which shows to watch, while also allowing them to interact with friends, fellow fans, cast members and athletes as they watch their favorite programming. The real opportunity for a social experience around TV happens as TV airs, and we’re excited to extend our website’s capabilities to mobile devices in order to make the two-screen experience even better.”
SocialGuide’s Social Programming Guide (“SPG”) ranks programs in order of their real-time social popularity as they air. This provides users with a new TV discovery tool and a refreshing alternative to the traditional electronic programming guide (“EPG”), which requires users to scroll through a randomly ordered list of networks and programs. In addition, when a user inputs their cable or TV provider information, SocialGuide provides the localized channel information, defaulting to the High Definition channel number for digital subscribers. With data showing that 50% of TV viewers do not watch their HD channels on their systems, this provides another useful benefit for users. SocialGuide’s genre filter allows users to quickly filter trending shows by categories such as series, reality show, movie, sports, or news.
The SocialGuide app also provides TV watchers with a new social companion to enhance their TV watching experience. For any program with social activity, SocialGuide provides filtered social streams so that users can follow along with the social conversation about that program. In real-time, users can monitor the social comments from “Everyone”, or all the social TV comments about that particular program. SocialGuide also surfaces a “Friends” stream so users can chose to see only what their social friends and followers are saying. And for thousands of programs and sporting events, SocialGuide has programmed the official social accounts for the stars and athletes, allowing users to enjoy what the “Cast & Team” has said about that program. Users can also easily share what they are watching with their friends and send their own comments to Twitter or Facebook directly from the SocialGuide app.
Pricing and Availability
SocialGuide is a Free download and available worldwide exclusively through the App Store in the Entertainment category.
Nyxio is fast becoming a leading-edge driver and developer of technology for the consumer electronics industry. Nyxio focuses on identifying technological deficiencies in the marketplace and develops reasonably priced, creative solutions ahead of the innovation curve. Through the consolidation of key hardware components, Nyxio strives to improve operating efficiencies and to reduce the overall environmental footprint of end users.
Effective earlier this month, Nyxio trades on the Over the Counter exchange (OTC) with the symbol NYXO.
The VioSphere’s fully integrated design offers the following features:
A Ukrainian company, DIVAN.TV, has launched a new over the top (OTT) multimedia console with the aim of bringing Smart TV and payment systems to Ukraine by this autumn. It’s targeting a million households by 2014 throughout eastern Europe and the CIS states and is currently the only such service provider in this market.
When connected to TV sets, the media players will provide multiple services: TV, VOD, messaging, internet, video conference and e-commerce applications, serviced by electronic payment system MoneXy. The player currently sells for around $125 but the company intends to bring this down to $100.
DIVAN.TV’s main financier is AVentures Capital, which, since 1994, has realised more than 30 projects in such areas such as commercial property, IT, telecommunications, media, the internet, and alternative energy sources. It has a turnover of $1 billion. Its board chairman is Andrii Kolodiuk.
Crucially for the Ukrainian market, OTT consoles, with their built in wireless connectivity, require no hardware or advanced knowledge on how to operate. Content can be delivered via the Internet. Kolodiuk predicts that the main buyers of the service will be people who can’t afford to buy a computer, and therefore do not have access to the Internet.
These predictions are backed up by the statistics. According to market research company GFK-Ukraine, in 2010, of 18.7 Ukrainian households, the number with a TV, was 16.63 million but two thirds could access only 5-7 channels. Additionally, of those aged 45-50 only 15% had access to the internet.
Kolodyuk also expects the service to be used by the 5 million Ukrainians living outside Ukraine who will be attracted by tools enabling regular contact with relatives, payment for goods and services for elderly parents and the option of watching Ukrainian TV, via content from providers such as Yakaboo, TV.ua, Zakaz.ua, Correspondent.net. and Telegroupe .
"I have long been interested in this market. DIVAN.TV – is the only product of this kind. Currently there are very limited possibilities for television in Ukraine, these have not changed since TV’s invention. The efforts of GoogleTV , AppleTV etc. have not worked here. We are ahead of them all - the first to create a unique solution for our markets. The purpose of DIVAN.TV is to bring back the central status of the TV and sofa to each home. "
An extensive and forward thinking report by national innovation agency, the Technology Strategy Board, has put forward a persuasive argument for the development of a “future internet” which has the potential to transform the fabric of the UK’s business and society. The Future Internet Report identifies between £50 billion and £100 billion annual benefit to the UK but also stresses that further research and increased security in data protection are needed before this can become a reality.
The UK already has much of the infrastructure in place to realise huge savings in public expenditure, business opportunities and become a global leader in ICT with the adoption of a future internet. The report commissioned by the TSB’s ICT network, identifies exciting opportunities in the evolution of the present internet, with the possibility of connecting people with objects or machines and, in some cases, machines with other machines : an “internet of people and things.”
In recent months, companies from Google to small start-ups have been looking at connecting people and objects, from washing machines and light bulbs to buildings, to create an internet of things. One step further is advanced machine to machine communication, such as integrated transport systems enabling people to travel more efficiently, with the lowest impact to the environment – an “internet on wheels”.
This week, the BBC reports that scientists from the University of Bologna in Italy have already developed software enabling cars to "communicate" with one another on the road. The future internet is almost already here.Add a comment
Audible Magic, the recognized global leader in digital fingerprinting technology and content identification solutions, today announced that it has been awarded U.S. Patent No. 7,917,645, entitled “Method and Apparatus for Identifying Media Content Presented on Media Playing Devices.” Formally issued on March 29, 2011, the patent, Audible Magic’s fifteenth in the area of digital fingerprinting and content identification, demonstrates the company’s continuing commitment to groundbreaking innovation in this fast developing technology segment.
Specifically, the newly awarded patent addresses the identification of media as it is played on devices such as smart TVs, tablets, set-top boxes, and smart phones. This patent is a fundamental building block of Audible Magic’s SmartID™ system, which enables social TV, interactive advertising, TV commerce, personalization, and other related applications. The patent is a notable addition to Audible Magic’s already impressive portfolio of patents in digital fingerprinting and content identification.
“The awarding of this patent exemplifies Audible Magic’s continued long-term investment in building foundation technology for content identification, and our desire to protect our intellectual property” said Jim Schrempp, Audible Magic’s Vice President of Core Engineering. “The dramatic growth in smart devices and the explosion of social media applications demonstrate the significance and value of this patent in our portfolio.” Audible Magic licenses use of its intellectual property via its portfolio of services.
The company also today introduced the SmartSync System, a solution specifically aimed at synchronizing events on smart devices to content being played from other media playing devices.
Available on iOS, Android, OSX, Linux and Windows platforms, the SmartSync API enables developers to build unique applications for a wide range of devices such as smart TVs, smart phones, tablet computers, game consoles, set-top boxes, and specialized appliances.
According to researchers at the Mobile Interactive Group (MIG), a growing "Social Participation TV" trend means that 40% of mobile users already "multi-task" - using their phone while watching TV. In a white paper on the trends and opportunities in participation TV (P-TV) services, MIG believes that it has uncovered key technological and behavioural insights in to the entire P-TV value chain.
Interactive events conducted via Facebook are also predicted by MIG to generate £32 million (€36 million, $52 million) in the UK by 2012.
Already, Facebook mobile accounts for some 350 million users globally. By 2016, this should equate to revenues of £1.8 billion (€2.05 billion, $2.9 billion) worldwide, MIG indicated.
“Social participation TV is a huge opportunity for MIG and our broadcast partners, with mobile featuring as the key enabler and engagement tool. The mobile device is ingrained in our daily lives, and is rapidly becoming a core component in the ability to create an interaction between the viewer and the TV. As a medium, TV continues to be the biggest and best in terms of attracting a large audience; and mass P-TV shows like Big Brother remain the cornerstone for broadcasters in terms of interaction and entertainment, whilst also opening new revenue channels.”
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