Social TV Hits South America - Argentina's Launched

written by: Richard Kastelein

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The Next Web Latin America has published an interesting article on Social TV development going on in Argentina with a startup called Comenta.TV. Brazil-based writer Anna Heim notes they are currently a Direct to Consumer (D2C) most similar to SocialGuide in the US... and that GetGlue and Miso are also close, but currently seem to be more focused on the check-in dimension than Comenta.TV.

According to the report, it seems they focus more on advanced interactivity using game mechanics and honing in social media algorithms that can create advanced user experiences and provide metrics for commercial clients. Tellybug in the UK is the most prominent player in a similar vein. 

Launched only a couple weeks ago, Comenta.TV is a web platform that aggregates and organizes in real time all comments made on social networks around live Argentine TV programs, thanks to a tailored algorithm. For users who sign up via Twitter and Facebook, it includes social, check-in and gamification elements: they can connect with their online friends, share what they are viewing and earn badges.

According to its CEO Juan Melano, his team had been working on Comenta.TV for five months before it launched, and was determined to make its product available as soon as possible in order to be the first player in Latin America: it doesn’t have any local competitors yet.

The South American company is not yet aligned with Argentinian broadcasters or major media players, like we see in Europe with The Application Store (tapp and ScreenToo), Monterosa (Million Pound Drop UK), Live Talkback, , Ex Machina (PlayToTV), Screach (ScreachXML), and a few other companies making more of a B2B move.

But they hope to:

Partnerships will be crucial to Comenta.TV: its business model is based on data analytics, rather than page views. Knowing what people think of a show in real time and who they are could be highly valuable for production companies, networks and advertisers – Comenta.TV sees all of these as potential clients.


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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