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This counts for the TV industry as well, think of Social TV, Connected TV, multiscreen experiences that will create massive streams of interaction, data. Especially the TV industry, where immersive engagement is core part of the experience, part of new to create business models.
One side of the coin
Engagement is just one side of the coin, creating platforms where viewers can engage. All this engagement data is a real well of insights, that can be used for all kinds of purposes internally. Think of iterative feedback, continuous adjustments of programming (co-programming) and market intelligence overall by keeping an eye on the multitude of competitors.
Being in the picture
Social media, multitasking challenges content providers to be in the picture of the viewer, it’s not only creating conversation, it’s also shifting away people from content X to content Y. Real-time data, monitoring will give insights in this when high percentages of viewers switch, find elsewhere content to consume (with others).
To quote Gartner:
“Collecting and analyzing the data is not enough — it must be presented in a timely fashion”. Decisions, near real-time need to be made within the window of opportunity, otherwise it’s over.
At the mercy of the viewer
Viewers hold real power to make or break content, shift attention of others. Not only is the quality of the content key, influentials and ambassadors are as well. These go hand in hand, making sure the provided platform is being a success.
Zeebox is definately a technology testing and challenging providers.
Welcome to the intangible economy
We consume more and more content-based information and entertainment. On the supply side, intangible assets such as brand, human capital, intellectual property and knowledge have become major determinants of performance and value. Welcome to the intangible economy.
Intangible assets consists of human-, organizational- and information capital. Especially the information capital in relation to big data, viewer engagement is important. Intangible assets are the ultimate source of sustainable value creation. Innovation and more investments are required to remain viable, to create and maintain competitive success and increase the organization’s market value.
This can be achieved inside-out, but also outside-in, or at least enriching the proposition by taking into account the 'voice of the viewer'. Incorporating them, involving them in processes creates ownership. That what is 'owned' cherised and promoted. Many creative opportunities can be created thanks to these dynamics.