Top 20 Thinkers in Social TV and Second Screen - 2012 -

written by: Richard Kastelein

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Over the past few years of writing some 1500 articles and publishing 2000 at, I have been fortunate to meet many of the leading thinkers and pioneers in the Future TV arena around Social TV, Second Screen engagement, Connected TV, Multiplatform Engagement, Transmedia and Orchestrated Media.

Passing into the new year I decided to share whom I think are the game changers. Many as you will see are not just Americans. They are not all men. And a large proportion don't work for incumbents but are rather entrepreneurs.

I hope you enjoy.

Happy 2013!

Richard Kastelein
Publisher Appmarket.TV
Founder HackFest.TV


ANTHONY ROSE serves as Chief Executive and co-founder of Zeebox which recently expanded from the UK (partnered with bSkyb) to ink deals with Comcast Cable, NBCUniversal, HBO, Viacom & Cinemax across more than 30 TV networks. Formerly he served as the Chief Technology Officer of YouView and was Head of Digital Media Technology - Iplayer Team of British Broadcasting Corp. from September 2007 to December 17, 2010 where he was responsible for delivering the next generation of the BBC iPlayer. He served as Chief Technical Officer of Brilliant Digital Entertainment Inc. since 1995 and was responsible for oversee its software development team and technology direction. Anthony was also Chief Technology Officer of Kazaa, where he was responsible for its end-to-end services.

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mjmMARIE JOSE MONTPETIT, known as the 'Maven' or 'Matriarch' of Social TV co-teaches a class at the MIT Media Lab on Social TV that has produced forward looking projects in Interactive and Enhanced TV which has put them in the MIT Tech Review TR10 in May 2010 and has had her at EMTECH India in March 2012, to TEDx Silk Road in April 2012 and to Web and Video Montreal in May 2012 where she also received an innovation prize for her work on converged video and social TV. Dr. Marie-José Montpetit's focus is on social TV, video-centric networks and network coding for video transmission.

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alexALEX ISKOLD is the founder and CEO of GetGlue, the social network for entertainment that rewards fans for checking into their favorite TV shows, movies, music and books with stickers, coupons and discounts. Iskold has established GetGlue in the space through partnerships with top networks, movie studios and other entertainment brands. He is an expert in social entertainment, social networking, semantic web and cloud computing and has contributed hundreds of influential technology articles to ReadWriteWeb. Previously he worked as Chief Architect for Data Synapse and for IBM, which acquired his first start-up, Information Laboratory, in 2003. Iskold holds an M.S. from New York University.

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mikeMIKE PROULX is a Senior Vice President and the Director of Social Media at Hill Holliday, leading a team with a focus on cross-channel integration and emerging media. He has spoken at dozens of events and contributed to a number of publications including BusinessWeek. He conceived, produced, directed, and cohosted the TVnext Summit, which took place in early 2011 and 2012. He's also co-author of Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile.

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staceySTACEY SHEPATIN is a Senior Vice President at Hill Holliday and leads the national broadcast buying and strategic media partnerships practice for the agency's portfolio of clients, including Dunkin' Donuts, Chili's, (RED), T.J.Maxx, Marshalls, Liberty Mutual, John Hancock, and HomeGoods. She has won multiple awards for her work and creativity, including the Advertising Age Media Maven award and MediaWeek's Media Plan of the Year. She's also co-author of Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile.

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alanALAN WOLK is Global Lead Analyst at KIT digital, one of the world's largest creators of IPTV systems, Alan Wolk has become one of the most influential thought leaders and futurists in the television industry. His blog, The Toad Stool, is widely read and has become a forum for discussion around the changes coming from Hollywood, Silicon Valley, Redmond, London, New York and beyond. Prior to "seeing the light," Wolk was a highly successful advertising creative director who spent years at '90s hot shop Anderson & Lembke and went on to start up Atmosphere, BBDO's digital agency, with stints at Ogilvy and JWT along the way. A New York City native and Stuyvesant High School graduate, Wolk currently lives in New Jersey, where he doubles as a Little League and basketball coach.

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marcMARC GOODCHILD is an award-winning independent media producer/consultant specialising in cross-media production and converged TV formats. He joined the BBC in the mid-nineties and won a Bafta for the world's first interactive TV documentary, 'Walking With Beasts'. In 2007, Marc lead the creative renewal of the BBC/s interactive services for CBeebies and CBBC, establishing Children's as one of the 'five core products' in the BBC's digital strategy. In 2010, he helped develop the BBC's new IPTV portfolio for Connected TVs, Social TV, Second Screen and OTT services. Most recently he's been working on Social TV projects with C4 and Jamie Oliver.

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jeroenJEROEN ELFFERICH is the founder of Amsterdam's Ex Machina and PlaytoTV, a technology that is being used in The Voice Of Holland and many other (international) tv formats. Jeroen has been working in online gaming technology since 1998, mobile since 2001 and second screen since 2004. His interest is in synchronous, social and interactive entertainment across mobile, web and TV. Most recently he signed a deal with zeebox to integrate the PlaytoTV platform to allow broadcasters to easily configure a range of interactive experiences for consumers in zeebox.

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zaneZANE VELLA is the CEO and President of Watchwith – a Platform to create, control and syndicate temporal metadata around film, television, and advertising. Frame-by-frame, second-by-second, scene-by-scene, temporal metadata reveals the context of programming which app developers can use to enable revolutionary consumer use cases and profitable new business models. Prior to founding Watchwith in 2006, Zane was co-founder and CEO of MX Entertainment where he led innovation and development of early DVD, Blu-ray, and digital distribution products for Hollywood studios and major record labels and headed SmashTV, a media technology and development company specializing in music and entertainment applications which was known for its high-profile and pioneering work with entertainment brands including Apple, MTV Networks and Wired Ventures.

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trevorTREVOR DOERKSEN has been at the intersection of media and technology for 20 years and his graduate research into content repurposing has lead to a multi-million dollar research projects, a chapter in a widely published textbook, and the founding of Mobovivo. Mobovivo solutions enable broadcasters and producers to market and distribute TV and Films. The companies StayTuned Platform helps producers stay tuned to audiences to ensure they don't lose their audiences to email, Facebook and games. Mobovivo's platform 'gamifies' viewing and connects deeply to the cast, characters and story. Deloitte, PWC, and TechRev selected Mobovivo as one of Top 10 Technology companies to watch. MIPTV named Mobovivo to its Top 10 TV Disrupter.

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jeremyJEREMY TOEMAN is the CEO of Dijit Media and founder of NextGuide, which combines listings from any live TV service with movies and TV shows that can be found and played on Amazon Instant Video, Hulu Plus, iTunes, Netflix, with rich searching capability, alerts, and one-click watching. NextGuide lets you create a category about anything; from your favorite actor to your hometown, to your favorite sports team. All in addition to typical genres or categories like Comedy, Drama, etc... NextGuide alerts you when what you care about is on TV including your favorite actors, bands, teams, live concerts, sporting events, interviews, appearances and more. Jeremy is expert in the convergence of digital media and consumer technology and has spent over 10 years designing, and marketing numerous award-winning consumer electronics products and Web services.


garyhGARY HAYES is an award winning multi-platform producer, author, educator and Director. Gary is currently Senior Producer and Manager of Product Development at ABC TV Multi Platform responsible for delivering new editorial formats against ABC TV shows including dual screen, social TV and mobile. He founded the global training group in 2010 growing innovative multi-platform, transmedia productions and is CEO of Multi Platform company creating branded & story based multi platform, augmented reality and virtual worlds for major brands. Gary was previously Senior Development Producer and Manager at the BBC in UK for 8 years – delivering interactive Social TV, broadband internet and emerging platforms to millions of UK users. He blogs at PersonalizeMedia.

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willWILL MUIRHEAD founded leading UK Social TV Sports experience called fanatix in October 2011. fanatix is the leading social TV platform for sports in the UK and currently works with sports broadcasters, such as ESPN, and Premier League football clubs, such as Manchester City. After receiving a round of VC in October 2012, they are expanding to the US market. The platform provides sports fans with a personalized stream of sports content – news updates, tweets, video clips, live scores and statistics – and enables easy sharing of that content in huddles (group chat for sports fans). Prior to forming fanatix, Will founded SportEV whilst at University in 1999 and grew it into the leading wireless sports agency, advising FIFA, FA Premier League, England Rugby and Serie A on their digital strategies and delivering digital video solutions to Vodafone, AOL and British Telecom.

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ianIAN MCCLELLAND is currently the Head of Strategy & Digital at Fremantle's new branded content division Spring in Sydney Australia. He is developing and producing funded content in non-traditional ways using Social and Second Screen concepts. This is Fremantle's (one of the largest creators and producers of entertainment brands in the world), first move to bring Social TV throughout their inventory rather than focus on A list shows only. Formerly Ian was both Head of New Media and Senior Vice President New Media at the RTL Group as well as the Director of the Digital Development Group at Turner Broadcasting.


nateNATAN EDELSBURG is a staff writer at Lost Remote specialising in how social platforms are affecting every aspect of television and covering the Social TV space more than anyone out there. Natan is also the Vice President of Sawhorse Media where he produces the Shorty Awards (Shorty Awards) and runs the business side of Muck Rack (Muck Rack). He also has some great Social TV interviews on Youtube. Aside from penning stories he's worked with a number of companies including: Bain, 360i, Showtime Networks Inc, and major brands (JetBlue, P&G ReadyU, LinkedIn) and as well as consulting for different startups innovating media and entertainment.

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tommcTOM MCDONNELL is the Director and Founder of Monterosa (EST 2003) one of the earliest Social TV startups and recent winner of a British BAFTA for Second Screen engagement for The Million Pound Drop game show... firmly putting Social TV on the map for the first time. With the help of a great team he has grown the company into the UK's leader in second screen entertainment and technology. Monterosa has worked with a variety of groundbreaking second screen social TV projects such as Endemol & Channel 4's Million Pound Drop, Syco and ITV's Red or Black, BBC1's Test The Nation and Apprentice Predictor and Living TV's Four Weddings Play-along.

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marksorrellMARK SORRELL has spent the last decade being 'the games guy' at various production houses and broadcasters, attempting to explain the wonders of games to TV executives. Equal parts creative and commercial minded, Sorrell has been responsible for some tremendously interesting and innovative projects, including asynchronous play-along Facebook TV show Scoreboard, the entirely 2-screen Dutch gameshow Intuitie and online, mass-multiplayer, pay-to-play quizshow, along with games for brands such as Scrabble, Ben 10 and Countdown. Currently working as Development Director at Hide & Seek. He blogs (hilariously) at Beware of the Sorrell.

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nicNICOLAS BRY is the Senior VP at Orange (Innovation) in France. Nic has a proven track record in designing next-gen digital video services, and creating new TV experiences: LTE TV, Social TV, Smart TV, Interactive programmes, and Transmedia and has successfully led 3 major digital TV programs: Microsoft 'TV on demand' in 2006, VoD in 2008, and 'Orange Box' Smart TV in 2010. He now manages an international innovation portfolio of digital video components ( at Orange Vallée, Orange's 'innovation sandbox'. Heading innovation teams from concept to elegant realization, he managed cross functional T-shaped professionals, and craft favourable ecosystem to Orange innovations through nimble partnerships and API platform.

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brianBRIAN SHUSTER is the founder and CEO at who has partnered with major TV networks,TV Producers, Leading Retailers, Global Advertisers and Global Travel partners to deploy its new platform. The platform synchronizes a user's mobile device or tablet to any live or recorded video broadcast and provides rich interactive content to the user's mobile device. The platform feeds viral hooks into Facebook and Twitter. Fox recently invested an unspecified equity stake into the company and plans to use their technology to power second-screen experiences for its broadcast programs and has teamed up with legendary TV producer Mark Burnett.

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TOM2TOM WEISS is CEO of TV Genius (, one of the first companies to build a Social Programme Guide (SPG). Now a Red Bee Media company, the TV Genius content discovery platform has become an integrated part of the RedDiscover™ portfolio which includes recommendations, social TV, search, and interactive TV guides. TV Genius solves the growing challenge of content search and discovery in the TV space. With a strong software engineering background, Tom, once an Oxford University physicist, was previously VP of key service introduction at T-Mobile where he was responsible for creating ARPU increasing and churn reducing programs, such as the pan-European mobile TV service for the Euro 2004 football championships.

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johnloarJONATHAN LAOR directs the Second Screen, Social TV Applicaster platform out of Israel providing the tools needed by TV broadcasters and content distributors to succeed in the emerging fields of Mobile, Social and Transmedia programming. Prior to co-founding Applicaster Jonathan served as Senior Engagement Director at the Porter-Weinberg Center for Competitive Strategy where he led competitive economic engagements around the world, primarily in the ICT field. Jonathan built the mobile strategy group within the center, and pioneered competitiveness projects in the fields of mHealth, mCommerce and media. For the past 3 years, Jonathan has led Applicaster and its new media authoring & delivery platform. Jonathan has personally led over 20 engagements and transformations with world leading broadcasters, channels and cable companies. Jonathan focuses on the creation of new connected concepts and mostly how they can become a reality for national and global viewers.

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The writer, Richard Kastelein, is a Creative Technologist and Canadian (Dutch/Irish/English/Metis) Expatriate based in UK and Netherlands. He was the winner 2010 Deloitte Tech., Media & Telcom (TMT) Predictions for Entrepreneurs in Holland for futurist views on Media Convergence (Tech Visionary). And in 2011 he was honoured with Computerworld Honors Laureate for Innovation - visionary application to promote positive social, economic and educational change. And most recently was a Finalist at IBC's ConnectedWorld.TV Personality of the Year 2011 for educating broadcasters @ He's also the founder of which is coming to San Francisco as part of Apps World, February 7-8, 2013.

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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