Tagged 'television'

The New Playing Field: Social TV, Marketers and Viewers

Posted by Dave Murrow on June 27th, 2013 at 2:28 pm

It's time for brand marketers to engage with and embrace interactive TV, Smart TV, Social TV — whatever you want to call it. The fundamental way we are watching content has changed and marketers have to shift their planning and strategies to meet new audience viewing habits.
Watching TV online and interacting via social networks is becoming the new at-home leisure activity among TV viewers. More than 145 million people in the U.S. will watch TV online by 2017, notes an eMarketer 2013 chart. That's a year-on-year rise of about 7 percent.
Instead of a passive viewing experience, today’s TV viewers are watching multiple screens, often at the same time. A Spring 2013 Nielsen study showed a relationship between the rise in those tweeting about a TV show and its TV ratings. The study showed that a show's premiere episode ratings improved by 1 percent with the 18-34 yr.-old demographic when there was a 8.5 percent uptick in tweets. There was also a similar percentage increase in 35-49 year-old viewer ratings with a comparable 14 percent increase in Twitter activity.
Today’s content viewing is growing into a social, active experience, where we share program links with friends and family on social networks. We’re checking... Read more

Fox Knows The Score

Posted by Matt Rosenberg on April 3rd, 2011 at 6:54 pm

Fox is a very self-aware company about the trouble the network TV business is in. First, the network reacted to Cablevision taking them off the air in a carriage fee dispute by blocking Cablevision ISP subscribers from Hulu, showing that they understand that the network is unnecessary if you want to watch Glee. Now Jim Gianopulos, the chairman of the 20th Century Fox movie studio is scolding cinemas for annoying customers by cluttering the pre-show screen with ads when the audience is used to being able to skip ads with their DVR.
The irony is that theater owners are doing the thing that TV networks used to be able to do quite well: monetize a captive audience. Mr. Gianopulos told the truth -- people don't like having their attention hijacked. Just because they are captive doesn't mean they will accept being hawked at.
The NY Times article that reported this implies that Mr. Gianopulos issued this statement as a partial explanation for the 20% Q1 decline in theatrical revenue. If people are so upset about ads screaming at them that they will avoid seeing a first run movie in its exclusive theatrical run, what does that say... Read more

Checking Into Television

Posted by Darren Herman on February 22nd, 2011 at 4:52 pm

Last night, I sat with my wife and watched The Bachelor (her choice, I promise).  I took out my iPhone and ‘checked-in’ via GetGlue, Miso, and Philo as I wanted to check out all of these apps.  According to GetGlue, there are 2,806 visits, 1,312 Likes, and 3,324 Check-Ins for The Bachelor all-time.  I don’t know how many people actually checked-in last night, but it looked like a dozen or two were checked-in while I was watching the show.
The television “check-in” right now is ripe for taking off.  It’s part of a larger trend called SocialTV.  Television networks need help with their ratings and consumers love to interact, so this sounds like a match made in heaven.  Interacting with other people while watching a common show is a win/win opportunity for all constituents in the television ecosystem.  Content creators (studios) love it because there are opportunities to integrate and extend the programming; networks love it because people tune-in, and fans love it because they have a chance to engage with each other and potentially the show itself.
My experience last night fell flat as I expected robust dialogue between all the people who were checked into the show thru the apps. ... Read more

How to Approach Social Media? Pretend it's 1949

Posted by Michael Leis on June 1st, 2009 at 12:00 am

An era of upheval: the dominant systems of broadcasting are scrambling. What is this new media that's popping up? Everyone seems to be gravitating towards it, "traditional media" giants are getting pushed out. Brands wonder how they'll have a lasting affect here; how can they stay in the discourse.
Worse yet, this new media is full of strange dynamics: New screen sizes? Alternating lines of resolution? New specialized technological jobs? Live audiences being broadcast? Unpredictable, regular people?
Of course, this isn't the dawning of the social Web, but the beginning of TV networks' full slate of programming sixty years ago: when there was enough critical mass to have four national networks, and the need arose to be able to fund the new technologies. Brands found how persuasive short demonstrations of their product were, and how dramatically they lifted sales.
In a great article posted last week, Let History Repeat Itself, Syracuse profesor Robert Thompson makes these associations brilliantly. Would Milton Berle chatting about Texaco with audience members be the same as paid blog posts today?
Even more to the point, brands in the golden age of television were ultimately responsible for funding technical development and quality... Read more

The Context Economy

Posted by Michael Leis on March 10th, 2009 at 12:00 am

With television mired in a snake eating its own tailspin of a failed ad sales model ruining the quality of its programming, where do we go next?
Our communications economy is now, and maybe forever, valued by the context within which valuable relationships take place.
Television has, and may continue to be perceived as a major influencer on social discourse. How? People watch television, measure it against their own notions of what is acceptable within our society, and make a mental first draft of where it sits with them. They take that draft back to their peer group, and finalize their opinions. This is the broadest way to look at how television affects social discourse.
In the past, this process of consensus-building and social discourse was only available to communicators after the fact. This was generally okay, because television still owned the largest context within which these initial impressions were formed and reformed with each subsequent use.