1. mediatuin
lab voor crossmediale innovatie
iMinds 13.10.2011

2. Living Lab for crossmedia formats
‣ production of testcontent & transmedial storytelling
‣ temporary test channels via web, mobile, DTV and FM
‣ Living Lab areas for multimedia experiences
‣ extensive Mediapanel

3. Mediapanel compound
‣ online survey from May 24 until July 21, 2011 over 26 channels
‣ average completion time: 16 min. 57 sec. for +/- 40 questions
10469
7895
7216
28,5%
2057
view start response panel

4. Mediapanel age & gender
young women young men senior women senior men
18.3%
‣ 53,2% women
39.9% ‣ 47,8% men
12.6%
‣ 69,1% youngsters (-30)
‣ 30,9% seniors (+30)
29.2%

5. sample Mediapanel
property & use of -30 +30
technology DTV
49.6% 49.1%
radio listeners
mobile data plan 11.3% 10.7%
iPad +
10.8% 8.6%
night gaming

6. sample Mediapanel
-30 +30
interests & leisure
sports fan +
58.9% 61.2%
mobile apps
student + online
38.5% -
news + showbizz
city life +
66.9% 57.8%
housing + curious
mediatuin
lab voor crossmediale innovatie

7. sample Mediapanel
-30 +30
TV at night + online
79.0% 64.3%
+ living room
mobile radio
51.7% 36.0%
listening
crossmedia habbits magazine at noon
5.8% 5.5%
+ tablet

8. sample Mediapanel
-30 +30
shopping lovers
19.4% 29.1%
with iPhone
metal fans
42.7% 33.1%
who play games
taste & personality
media bloggers 26.3% 21.4%
mediatuin
lab voor crossmediale innovatie

9. Mediapanel N:2057
property & use of
interests & leisure
technology
crossmedia habbits taste & personality
triple articulation
context // content // device

10. Living Lab steps
1. SotA & panel segmentation
2. Transmedia concepting
3. Co-creation
4. Social activation & launch
5. Business modeling

11. iMpulse case
‣ ecosystem mobile storytelling
‣ context-based experience of audiovisual content
‣ receiving and consuming context-based vouchers
‣ providing and promoting context-based UGC

12. iMpulse case
‣ pilot in World War One theme
‣ tourism in Flanders
‣ technical facilitators
‣ national and international tourists
‣ local economy
‣ professional and amateur content
creators

13. FAB music 2.0
‣ new scenarios for music
exploitation
‣ activating fans
‣ not only copy,
but crossmedia experience
‣ pilot SonicAngel
‣ Fans
‣ Artists
‣ Brands
mediatuin
lab voor crossmediale innovatie

14. iRadio on DTV
‣ open question: You may listen to radio via digital TV.
Do you have ideas on how these channels can be improved?
‣ pilot Telenet app starts with 793 suggestions from Mediapanel
visuals 34%
satisfied 25%
info 16%
content 15%
interaction 7%
quality 6%
on demand 4%
extra 4%

15. Urbans
‣ up to 24 years
‣ no diploma, primary school
certificate or high school diploma
‣ city life
panel
412
respons
1523

16. Urbans
different rituals
lead to different use of media
‣ define archetypes
‣ digital creative workshops in
partnership with Digipolis
‣ Urban interactive musicformat
in partnership with Zenon Media

17. Mediatuin Services
quick test usergroup selection representative of pilot
Inspiration call (free) instant concept assessment or idea call
Basic lab application or broadcast validation in 4 weeks
Custom lab full crossmedia service and tailored program

18. mediatuin
lab voor crossmediale innovatie
Dimitri Schuurman Sven De Coninck Tim Rootsaert
research strategy management
www.mediatuin.be