Social tv the second screen driving tv engagement
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Analysis of Second Screen vendors driving interactive social engagement around TV.
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Social tv the second screen driving tv engagement
- 1. ! ! ! ! ! ! ! ! Social!TV!–!The!Second!Screen!Driving!TV! Engagement! ! ! ! ! ! ! ! February!2013! MAD!Perspectives!LLC! Peggy!Dau! ! ! ! ! ! !
- 3. EXECUTIVE(OVERVIEW(( 1 TV!continues!to!be!the!most!compelling!home!entertainment!medium,!despite!reports!that!TV!viewing!is!on!the!decline .!! The!growth!of!OTT!has!shifted!the!way!in!which!we!consume!TV!content.!!Whether!it!is!operator!enabled!DVR,!deviceY enabled!access!to!online!content!(e.g.,!Xbox,!Roku,!Tivo)!or!Connected!TV!services!(e.g.,!Netflix,!Amazon!Prime!Video),!more! TV!content!is!being!streamed!vs.!being!broadcast!into!the!home.!!However,!there!are!signs!that!this!trend!is!reversing.!! Thanks!to!the!development!of!realYtime!engagement!platforms,!targeting!mobile!devices!such!as!smartphones,!tablets!and! laptops,!viewers!are!turning!on!their!TVs,!checking!into!apps!and!engaging!around!their!favorite!programs.! Engagement!is!taking!place,!on!the!second!screen,!in!the!form!of!checkYins,!quizzes,!polls!and!interactions!with!fellow!fans,! program!producers,!cast!and!crew.!!For!loyal!fans,!the!second!screen!is!providing!them!with!an!opportunity!to!create!a! stronger!emotional!connection!to!the!show!with!access!to!exclusive!content!relevant!to!onYair!programming.!!Broadcast! and!cable!TV!use!of!these!Social!TV!apps!is!on!the!rise!as!they!recognize!the!opportunity!to!lure!viewers!back!to!live!TV,!and! increase!long!tail!consumption.!The!second!screen!provides!producers!a!mechanism!to!discover!the!desires!and!capitalize! on!the!incremental!advertising!opportunity.! Who’s!watching?!Men!and!women,!young!and!not!so!young.!!They!are!engaging!around!sports,!drama,!news,!talk!shows! and!reality!TV.!!Why!are!they!interacting?!!Because,!they!want!to!and!because,!now,!they!can.!!Mobile!phones!and!tablets! are!the!devices!of!choice!for!fans!researching,!interacting!or!gaming!when!watching!TV.! ! DIGITAL!OMNIVORES!ARISE!! Globally,!we!crave!access!to!information!throughout!our!day,!as!evidenced!by!our!acquisition!of!digital!devices!such!as!PCs,! tablets!and!smartphones.!!A!digital!omnivore!is!an!expert!at!twoYway!communication,!be!it!gaming,!texting,!or!chatting!on! Twitter!or!Facebook.!They!are!not!fans!of!“old”!media.!!However,!digital!omnivores!are!exhibiting!some!“couchYpotato”Ylike! behavior!as!they!turn!to!the!second!screen!for!a!more!interactive!entertainment!experience.! 2 The!Viacom!Social!TV!Study !defines!Social!TV!as!the!ability!for!viewers!to!communicate,!access!content!and!interact!with! friends!via!a!second!screen.!The!dominant!screen!is!the!smartphone!with!82%!of!respondents,!in!the!study,!indicating!it!as! their!preference.!!The!tablet!is!a!distant!second!at!18%.!!It’s!not!surprising!that!these!devices!are!in!use!while!we’re! watching!TV.!According!to!our!latest!connected!consumer!study,!36%!of!tablet!owners,!ages!26Y44,!use!it!while!watching!TV! 3 at!least!once!a!day. !!The!power!of!tablet!is!yet!to!be!revealed,!but!its!rate!of!adoption!has!outpaced!that!of!all!other! technologies!introduced!in!the!last!100!years.! By!the!end!of!2012,!97.1%!of!U.S.!households!will!have!at!least!one!TV.!!While!this!percentage!is!declining!in!the!U.S.,! 4 according!to!Nielsen, !TV,!as!a!device!is!still!as!relevant!as!ever.!!However,!the!acquisition!of!second!screen!devices!is!also! 5 on!the!rise.!!Smartphone!penetration!in!the!U.S.!passed!50%!in!November!2012 .!!One!fifth!of!the!entire!U.S.!population! accesses!social!networks!or!blogs!using!their!smartphones.!Tablet!adoption!is!even!more!astonishing!as!more!than!40! million!tablets!have!been!sold!in!less!than!2!years!in!the!U.S.!Mobile!subscribers!view!the!tablet!a!supplementary!to!their! 6 smartphone.!While!smartphones!are!used!at!even!levels!throughout!the!day,!tablet!usage!peaks!in!the!evening, !leading!us! to!believe!that!the!tablet!will!become!the!primary!second!screen!device.! While!the!device!is!the!medium!for!second!screen!activity,!the!destination!defines!the!level!of!engagement.!!Much!initial! Social!TV!activity!was!measured!in!terms!of!tweets.!!However,!by!their!very!nature!tweets!are!broadcast,!like!TV,!to! unidentified!individuals.!!It!is!helpful!to!see!the!volume!of!activity!surrounding!an!event!or!show,!however!it!is!not!personal.!! Social!TV!platforms!and!websites,!however,!provide!a!more!intimate!experience!through!the!involvement!of!likeYminded! fans!and!content!producers.!!B2C!apps!aggregate!users!for!checkYins,!games!and!comments!provide!rewards,!while!web! 3! !
- 4. destinations,!enabled!by!B2B!platforms,!curate!and!moderate!content!shared!on!the!site!or!imported!from!Twitter,! Facebook!or!Social!TV!apps.! ! ITS!ALL!ABOUT!THE!BRAND! It!would!be!easy!to!assume!that!Social!TV!is!about!new!technology!and!the!devices!enabling!our!use!of!said!technology.!! However,!second!screen!activity!is!all!about!the!brand.!!A!media!brand’s!key!demographic!is!the!segment!most!likely!to! 7 extend!their!reach!across!multiple!platforms!–!regardless!of!age. !!Viewers!are!using!their!mobile!devices!to!enrich!their! viewing!experience.!!60%!of!a!media!brand’s!TV!consumers!use!the!Internet!concurrently!while!watching!TV,!while!29%!use! 8 Facebook!while!watching!TV. ! ! Brands,!such!as!USA!Networks,!view!Social!TV!as!a!transmedia!storytelling!experience.!!By!enticing!fans!to!participate!in!a! twoYway!dialogue!their!superYfans!enjoy!content!across!multiple!screens.!! The!goal!is!to!drive!increased!viewing!of!their!programs!from!the!very!first!show!until!the!season!finale.!!Increased!viewers! translate!to!higher!advertising!revenues!on!both!primary!and!secondary!platforms.!Social!TV!is!a!key!component!of!a! compelling!multiYscreen!strategy!driving!greater!usage!of!and!engagement!with!brand!content.! ! WHAT!IS!SOCIAL!TV! In!this!age!of!broadcast!and!cable!TV,!IPTV,!Connected!TV!and!Smart!TV!there!is!yet!another!term!gaining!wide!attention! from!all!constituents!of!the!TV!industry.!!It!is!Social!TV.!!Simply!put,!it!is!the!convergence!of!TV!and!social!media.!!It!is! technology!that!expands!the!traditional!boundaries!of!inYhome!TV!entertainment.!!It!allows!friends,!family!and!fans!that! don’t!even!know!each!other,!to!share!their!TV!viewing!experience!–!virtually.! Social!TV!leverages!all!of!the!elements!of!social!media!–!blogs,!activity!streams,!games,!crowd!sourcing,!pictures!and!videos,! to!create!an!immersive!fan!experience.!These!activities!are!most!frequently!pursued!on!a!second!screen.!!Social!TV! 4! !
- 5. leverages!the!high!awareness!and!adoption!of!social!networks!such!as!Twitter!and!Facebook.!!These!social!media!darlings! have!simplified!communication!across!the!miles!and!changed!the!way!we!interact!and!consume!content.!!It!is!a!no!brainer! to!consider!adding!a!social!media!element!to!the!already!social!activity!of!watching!TV.! Thanks!to!the!emergence!of!tablets!and!smartphones!capable!of!high!quality!video,!viewers!can!easily!enjoy!Social!TV!apps! designed!around!their!favorite!programs.!!The!technology!may!be!a!mobile!app!as!a!destination!or!a!platform!enabling!a! network!branded!site!tracking,!inviting!and!capturing!fan!commentary.!!In!either!case!the!second!screen!is!enabling!greater! interaction!around!the!content!on!the!first!screen.! ! ENGAGING!MORE!THAN!EYEBALLS! TV!is!one!of!the!most!social!forms!of!entertainment.!We!watch!programs!with!friends!and!family,!while!adopting!new! phrases!into!our!daily!vernacular.!“Not!that!there’s!anything!wrong!with!that”,!said!Seinfeld!in!1993!and!it!is!still!relevant! ! today. ! Why!are!viewers!getting!social!about!TV?!!Technology!now!enables!them!to!do!what!they!used!to!do!at!the!office!water! cooler!–!chat!about!their!favorite!programs!and!get!instant!feedback!from!others.!!Social!TV,!like!social!media,!provides!a! sense!of!immediacy,!relevance!and!perhaps!most!importantly,!recognition.!!Social!TV!changes!viewers!from!passive!couch! potatoes!into!active!fans!as!they!engage!for:! 1. Companionship!–!simply!to!share!thoughts! 2. Community!–!alignment!with!likeYminded!individuals! 3. Curiosity!–!discover!the!opinions!of!others! 4. Influence!–!the!ability!to!shift!the!thoughts!of!others!through!interaction! 5. Information!–!desire!to!become!an!expert! 6. Acknowledgement!–!recognition!by!others!in!community!or!from!producers! Trendrr.TV!measured!over!800!million!conversations!(via!Facebook!or!Twitter)!or!interactions!via!Social!TV!apps)!related!to! 9 TV!programming.!!Overall,!social!TV!chatter!has!grown!by!800%!on!Twitter,!doubled!on!Facebook!and!on!social!TV!apps. ! Social!TV!is!more!than!tweets!about!a!show;!it!is!about!communication,!content!and!comments.!Social!TV!features,!that! 10 combine!all!three!components,!are!twice!as!likely!to!be!used!during!live!TV!viewing!versus!onYdemand!consumption.! !!! ! 5! !
- 6. However,!Twitter!and!Facebook!act!as!barometers!of!social!activity!surrounding!TV.!!41%!of!TV!viewers!tweet!about!what! 11 they!are!watching.!!The!types!of!shows!people!are!most!likely!to!post!about!are: ! • Comedies!–!56%!! • Reality!TV!–!46%! • Sports!–!38%! • Cable!News!–!26%! A!leader!in!their!use!of!the!second!screen,!USA!Networks!has!developed!Character!Chatter!to!complement!its!primetime! lineup.!!It!is!a!destination!that!enables!fan!communication,!integrating!feeds!from!Twitter,!Facebook!and!GetGlue.!!USA! shares!content!about!upcoming!episodes,!inviting!fans!to!comment!about!plot!lines!and!character!decisions.!!It!is!an! extension!of!USA’s!tagline,!“Characters!Welcome”.!! ! ! WHO’S!ENGAGING! Studies!show!men!ages!25Y54!engaging!around!the!“big!games”,!while!women!age!24Y44!interact!around!dramas!and!reality! 12 programming. !!Engagement!behavior!varies!by!platform,!with!Twitter!reflecting!the!highest!activity!on!Sundays,!Tuesdays! and!Thursdays.!!Facebook!activity!is!steady!throughout!the!week,!except!for!Saturdays!when!it!declines!by!50%.!!App! provider!Get!Glue!gains!high!interaction!at!the!beginning!of!the!week!while!shows!the!highest!activity!on!Tuesdays.! 6! !
- 7. ! ! An!engaged!audience!means!opportunity!for!advertisers.!!Engagement!in!the!form!of!interaction,!clickYthroughs,! participation!in!polls!or!games,!or!action!to!acquire!information!or!product!is!the!currency!of!success.!!They!are!the! intersection!of!social!media!and!internet!advertising.!!As!TV!brands!incorporate!Social!TV!into!their!overall!strategy,!they! should!consider!these!criteria:! 1. Audience!must!be!able!to!share!likes!and!dislikes!by!connecting!with!other!fans!and!connecting!to!primary!social! networks!like!Facebook!and!Twitter! 2. Platforms!or!apps!must!integrate!realYtime!data!feeds!for!a!compelling!user!experience! 3. Content!producers!must!commit!to!providing!an!interactive!experience.!!This!requires!constant!moderation!of! content!as!well!as!acknowledgement!of!fan!commentary,!trending!topics!and!provision!of!compelling!content.! ! ! 7! !
- 8. UNDERSTANDING!THE!BUSINESS!MODEL! The!business!of!social!TV!is!to!enable!consumers!to!interact!around!their!favorite!shows.!!The!models!supporting!this! interaction!vary!and!as!a!result!so!do!the!revenue!streams.!The!two!primary!models!are!1)!apps!enabling!engagement!via!a! mobile!device!and!2)!platforms!providing!media!brands!the!ability!to!create!an!online!social!interaction.!! Product! Purpose! Revenue!Model! Vendors! Success!Metrics! • Enable! • License! • ConnecTV! • Ease!of! B2B!platforms! development!of! • Advertising! • Echo! development!&! web!destination!or! • EYCommerce! • IntoNow! integration! apps!! • Future!=!revenue! • Magic!Ruby! • #!subscribers! • Integrate!&!curate! share! • Numote! • !level!of!activity! social!feeds!from! ! • Tellybug! • clickYthrus! Twitter,!Facebook! • TVPlus! • response!to!callYtoY or!Social!TV!apps! action! • Viggle/GetGlue! • #!subscribers! B2C!apps! Mobile!apps!enabling! • Advertising! • Miso! • #!checkYins! checkYin,!polls,! ! games,!activity! ! stream!around!TV! shows! The!app!model!invites!fans!to!subscribe!and!engage!around!their!favorite!TV!shows.!!The!app!is!the!primary!interface!for! engagement!and!is!linked!to!Facebook!and/or!Twitter.!Fans!are!encouraged!to!invite!their!friends!to!join!them!in!using!the! app.!!Content!can!be!shared!within!the!app!and!on!the!social!networks.!There!may!be!rewards!for!performing!certain! activities!such!as!checkingYin,!answering!polls!or!participating!in!quizzes.!! Most!apps!are!free!for!download,!with!iOS!being!the!primary!platform!for!which!apps!are!developed.!!The!revenue!model!is! advertising!or!sponsor!driven.!!Most!vendors!in!this!space!are!paying!close!attention!to!the!fan!experience!and!do!not!want! advertising!to!become!a!deterrent!to!their!enjoyment!of!the!community.! The!platform!model!provides!TV!networks!with!the!toolkit!to!develop!a!branded!destination!for!second!screen!activity.!!!The! toolkit!usually!includes!a!foundation!addressing!core!technology!requirements!for!managing!data,!enabling!realYtime! interaction!and!simplifying!integration!of!additional!applications.!!These!applications!fulfill!user!expectations!for!social! functionality!such!as!social!login,!fan!chat,!comments,!forums,!trends,!polls!and!more.!The!foundation!is!designed!for! rd scalability!and!realYtime!interaction.!!It!does!allow!integration!with!3 !party!apps!such!as!Viggle/GetGlue!or!Miso,!social! networks!like!Twitter!or!Facebook,!or!complementary!content!providers!like!Imdb.!In!addition,!an!SDK!provides!media! brands!the!ability!to!create!their!own!custom!applications.! The!revenue!model!follows!that!of!a!typical!cloud!service,!with!licenses!or!fees!based!on!the!volume!of!content,!queries!or! interactions!supported.!!Customer!subscription!fees!increase!as!they!add!functionality!or!increase!volume!of!activity.!!The! platform!model!is!focused!on!brands!extending!their!reach!and!driving!traffic!to!the!destination!of!their!choice.! ! READ(MY(LIPS(–(IT’S(ABOUT(ADVERTISING( Advertising!remains!a!significant!revenue!driver!for!TV,!along!with!license!fees.!!Even!as!the!Internet!and!display!ads!have! introduced!new!outlets!through!which!brands!can!reach!consumers,!TV!provides!a!stable!inventory!of!at!least!160!sports! per!viewer!per!day!(assuming!the!viewer!consumes!an!average!of!5!hours!of!TV!daily,!with!32!ad!spots!per!hour).!!Following! 8! !
- 9. the!rules!of!basic!economics,!the!limited!supply!of!ad!slots!drives!rising!ad!pricing!–!despite!the!decline!in!viewers.!!The! global!TV!advertising!market!is!approximately!$196!billion.!The!digital!media!portion!continues!to!increase!and!it!is! expected!that!social!TV!will!accelerate!digital’s!share!due!to!the!higher!degree!of!interactivity!and!volume!of!meaningful! data!available.! Social!TV!presents!advertisers!with!either!a!solution!or!a!conundrum.!!The!solution!is!that!social!platforms!aligned!with!TV! programs!guarantee!a!dedicated,!wellYdefined!audience.!!Advertisers!recognize!the!power!of!a!strong!social!media! following!on!Facebook,!Twitter!or!social!TV!platforms!in!driving!more!eyeballs!to!TV!programs.!!While!a!large!proportion!of! the!overall!TV!audience!may!not!use!the!second!screen,!even!those!that!do!can!translate!into!millions!of!dollars!in!ad! revenue.!They!are!positioning!social!TV!sponsorships!to!brands!that!desire!highly!engaged!consumers.!!Social!TV!by!its!very! nature,!reflects!a!committed,!interested!audience.!!On!the!other!hand,!advertisers!must!decide!whether!to!advertise!onY screen!or!online.!!Which!option!will!inspire!consumer!action?!!Social!TV!is!yet!another!arrow!in!the!quiver!of!media! planning.!!Adding!it!as!an!option!gives!advertisers!the!chance!to!experiment.!!! The!larger!Social!TV!advertising!opportunity!is!in!the!data!provided.!!Media!brands!can!provide!advertisers!with!greater! insights!into!consumer!affinity!with!a!TV!show,!audience!demographics,!audience!response!to!advertisements,! programming!concerns!and!more.!!Brands!are!interested!in!the!second!screen!as!it!represents!a!dedicated,!engaged!fan! base!that!is!more!likely!to!click!on!a!relevant!ad.!!! ! Traditional!Data!Collection! RealYTime!Listening! Timing! Periodic! Real!time! Sample!Size! Limited! Thousands!of!posts! Data!Characteristics! Solicited,!guided,!guarded! Unfiltered!expression! Relevance! Directional!gauge! Measurable!influence! Data!Use! Siloed!and!sequestered! Available!to!all! ! ! Source;!Network!Insights!2012! The!benefit!of!online!advertising!is!that!it!is!measurable!in!the!form!of!clicks,!clickYthrus!and!actions!taken.!!Social!TV! enables!the!same!measurement,!plus!greater!insight!into!audience!sentiment!about!plot,!characters!and!brands.!Global! 13 revenue,!80%!of!which!is!US!centric,!attributed!to!Social!TV!Platforms!is!anticipated!to!grow!to!$12!billion!by!2020, ! reflecting!a!CAGR!of!29.68%.!This!revenue!will!come!in!the!form!of!advertising!and!eYcommerce.!!Today!the!lion’s!share!of! revenue!is!from!advertising,!but!as!producers!and!brands!better!understand!the!value!of!the!second!screen,!the!proportion! of!eYcommerce!related!revenue!should!increase.! Today,!most!business!models!for!app!or!platform!providers!in!this!space!are!subscription!or!license!models.!!These! providers!will!be!considering!revenue!share!models!in!the!future,!but!are!unable!to!pursue!this!revenue!stream!until!they! can!provide!the!data!to!substantiate!the!model.!! 9! !
- 10. Greg!Kahn,!executive!vice!president!of!adYbuying!firm!Optmedia,!indicated!that!he'd!much!rather!have!his!ads!in!a!show! 14 with!2!million!active!online!followers,!vs.!a!show!with!little!online!social!interaction. !!Fans!engaged!with!a!TV!show!are! more!likely!to!be!engaged!with!its!ads.!!Social!TV!provides!value!to!media!brands!and!their!advertisers!through!promotion! of!season!debuts,!individual!episodes!and!postYshow!activity.!!By!increasing!viewership!of!the!first!three!episodes,!TV!shows! can!guarantee!better!Nielsen!ratings.!!Improved!ratings!lead!to!greater!advertising!opportunities.! ! As!social!TV!apps!continue!to!evolve,!media!and!consumer!brands!will!appreciate!the!impact!of!data!gathered.!They!will! gain!deeper!insight!into!the!correlation!between!sponsorships,!programming!and!consumer!actions.!!On!the!other!hand,! fans!are!beginning!to!recognize!that!social!TV!gives!the!ability!to!directly!impact!the!content.!!In!reality!or!gaming!programs,! viewers!impact!outcome.!(e.g.,!American!idol,!Big!Brother)!!For!produced!content,!the!audience!can!influence!actor!choice! 15 and!opening!credits!as!experienced!by!USA’s!White!Collar!during!Season!3. !!Content!is!king,!but!data!is!the!queen.! ! WHO’S(BEHIND(THE(SECOND(SCREEN( As!Social!TV!becomes!a!part!of!the!daily!lexicon!for!those!following!the!television!space,!it!is!interesting!to!note!who!is! behind!the!companies!in!this!emerging!space.!!Why!are!investors!interested!in!Social!TV!apps!and!platforms?!They!are! intrigued!with!the!opportunity!to!finally!deliver!a!fully!integrated,!geoYtargeted,!measurable!direct!response!marketing! opportunity!tied!to!media!brand.!!Media!economist,!Jack!Myers!predicted!the!market!will!grow!to!$8Y$12!billion!by!2020,!at! 16 the!2011!Social!TV!Summit!in!Los!Angeles. ! The!Social!TV!segment!is!not!just!filled!with!entrepreneurs!and!venture!capitalists!out!to!create!new!technology!and! capitalize!on!the!latest!technology!craze.!!Major!TV!networks!are!investing:! 17 18 • BSkyB!took!a!10%!interest!in!Zeebox .!!Viacom,!NBCU!and!Comcast!have!also!invested,! !while!Network!Ten! 19 entered!into!a!joint!venture!with!Zeebox!to!penetrate!the!Australian!market. ! 20 • Fox!Broadcasting!has!a!stake!in!ACTV8 ! 10! !
- 11. • ConnecTV!is!backed!by!a!conglomerate!including!Cox!Media,!EW!Scripps,!Gannett!Broadcasting,!Hearst!TV!and! 21 Meredith!Corp. ! Executives!at!leading!Social!TV!vendors!reflect!backgrounds!in!web!2.0,!advertising,!broadcast!and!technology.!!The! required!infrastructure!to!enable!social!engagement!should!not!be!underestimated.!!While!the!user!interface!must!be! appealing!and!easy!to!navigate,!the!underlying!infrastructure!must!address!heavy!read/write!activity!and!the!ability!to! share!results!in!realYtime!(less!than!three!seconds).!It!would!be!easy!to!assume!that!an!understanding!of!broadcast!and! advertising!business!models,!is!enough.!!Leadership!teams!must!pursue!viable!goYtoYmarket!models!with!technology!that! fulfills!media!producer!and!audience!engagement!goals.!!! Executive!resumes!in!this!space!reflect!the!complexity!of!this!emerging!segment.!!Social!TV!is!at!the!intersection!of!web!and! social!technology!delivering!value!to!brands!through!their!consumer!engagement.!!The!technology!enabling!realYtime! interaction!is!not!trivial!and!the!importance!of!building!a!highly!scalable!infrastructure!is!critical!to!the!success!of!this!space.!! In!addition,!ease!of!integration!with!existing!or!emerging!applications!is!a!requirement!for!incorporating!a!breadth!of! conversations.!!The!role!of!executives!in!this!growing!market!is!to!anticipate!and!educate.!!They!must!design!solutions!that! provide!flexibility!for!growth,!branding,!customization!and!integration.!!At!the!same!time!they!must!help!customers,!who! span!both!marketing!and!IT.!!While!the!intent!of!social!TV!is!closely!aligned!to!marketing,!the!enabling!platforms!are!cloud! services!requiring!IT!investment.! !In!this!age!of!social!networking,!the!audience!no!longer!accepts!a!passive!position!Y!they!demand!a!voice.!!Social!TV! encourages!their!discussions.!!The!broadcast!and!advertising!industries!are!tightly!entwined!as!they!seek!new!ways!to! attract!consumers.!!Social!TV!strengthens!that!bond!while!providing!deeper!insight!into!the!opinions!of!the!TV!audience.! The!segment!will!continue!to!evolve!with!analytics!becoming!an!important!element!in!capturing!Social!TV!value.!!Analytics! provide!the!intelligence!and,!more!importantly!differentiating!content,!to!help!producers!engage!audiences!more!fully.!! ! GROWING!PAINS! This!market!is!just!entering!its!second!phase.!!Phase!one!could!be!defined!as!the!birth!of!opportunity.!!Many!companies! were!founded,!pursuing!both!B2C!and!B2B!models.!!Revenue!streams!were!unclear!and!typical!Internet!start!up!models! geared!to!attract!followers,!as!a!means!to!attract!investment!were!dominant.!!Presumed!long!term!sustainability!for!these! platforms!include!acquisition!by!other!participants!in!the!value!chain,!such!as!networks!brands!or!advertising! conglomerates.!!Consolidation!is!now!underway!with!the!Viggle!acquisition!of!Get!Glue!and!Dijit!Media’s!acquisition!of! GoMiso.!!The!second!phase!will!separate!the!real!players!from!the!“wannabes”.!!The!focus!will!be!on!revenue,! infrastructure!and!content!management.! SelfYsustaining!revenue!is!a!basic!requirement.!!There!has!been!equity!investment!by!VCs!and!content!owners,!validating! the!interest!and!opportunity.!!However,!further!investment!will!be!dependent!upon!proof!of!a!business!model!that!creates! new!revenue!opportunities!for!producers,!brands!and!advertisers.!!While!advertising!has!been!the!primary!revenue!source! to!date,!there!is!opportunity!for!ads!to!be!more!relevant.!!With!the!data!gleaned!from!fan!interaction,!advertisers!can!target! ads!by!demographics,!interests!and!location.!!The!other!key!revenue!source!should!be!eYcommerce.!!Whether!this!is!in!the! form!of!complementary!products!(e.g.,!Levi’s!jeans)!or!branded!show!content!!(e.g.,!TYshirts,!gear)!as!pursued!by!Sons!of! 22 Anarchy .! The!attention!to!infrastructure!cannot!be!ignored.!!Without!a!robust,!scalable!platform!enabling!interaction,!integration,! data!collection!and!analysis,!future!revenue!opportunities!will!be!lost.!While!fan!engagement!is!the!primary!goal,!the!ability! to!integrate!with!social!networks!or!other!social!TV!apps!&!platforms!is!critical.!While!some!vendors!may!reference!open! architecture!enabling!integration!with!Facebook!and!Twitter,!it!is!also!becoming!a!requirement!to!integrate!with!platforms! that!may!have!been!developed!by!another!vendor.!!Content!producers!are!trialing!all!types!of!social!TV!models!and!will! 11! !
- 12. want!to!retain!those!technologies!that!created!the!desired!fan!stickiness.!!The!most!important!investment!must!be!in!data! collection!and!analysis.!!Understanding!who,!when,!how!and!why!fans!are!engaging!allows!advertisers!to!invest!more!wisely! and!increase!their!ROI! The!final!opportunity!for!vendor!differentiation!as!this!market!matures!is!in!simplifying!content!management!across!the! varying!social!platforms!from!Facebook!and!Twitter!to!social!checkYin!apps!and!branded!microYsites.!Social!TV!increases!the! opportunity!for!a!24x7!conversation!around!your!program.!!Regardless!of!audience!viewing!onYair,!online!or!in!a!timeY shifted!manner,!there!is!an!expectation!of!engagement.!!For!content!producers!this!adds!a!new!burden!in!having!staff!to! manage!these!conversations,!advance!the!story!in!line!with!the!defined!story!arc,!and!attract!fans!to!future!episodes.!!This! capability!is!the!least!mature!yet!has!the!greatest!operational!impact!on!content!owners.! ! THE!SOCIAL!TV!ECOSYSTEM! At!its!most!basic!Social!TV!is!about!discovery!and!engagement.!!However,!these!categories!can!be!segmented!further!based! on!target!customer!(business!vs.!consumer)!and!functionality!provided.!! ! Social!TV!vendors!are!focused!on!simplifying!content!discovery,!inviting!consumer!recommendations,!personalizing!the!TV! experience!and!in!the!process,!capturing!more!data!about!the!viewer!than!ever!before.!!Today,!individual!program!or! network!success!is!measured!by!TV!ratings,!which!are!derived!by!measuring!reach.!!Social!TV,!when!combined!with!social! analytics,!will!measure!success!by!level!of!engagement.! Engagement!is!the!watchword!of!all!things!social.!!Media!owners!have!long!discussed!methods!for!engaging!their!audience! in!order!to!woo!advertisers!and!the!revenue!associated!with!them.!!Social!TV!provides!a!complementary!platform!to!actual! 12! !
- 13. TV!viewing,!increasing!live!TV!viewership!while!also!providing!an!incremental!channel!for!advertisers.!The!bottom!line!is! that!audience!engagement!equals!media!value.! The!industry!buzz!around!Social!TV!is!encouraging,!yet!the!market!is!tiny.!!It!is!a!very!small!proportion!of!a!media!brand’s! overall!marketing!or!advertising!budget.!Most!projects!are!experimental!in!nature!and!funded!through!online!marketing! dollars!not!spent!elsewhere.!!When!valuing!the!size!of!the!market,!a!safe!assumption!is!that!Social!TV!represents!a!fraction! of!a!percent!of!the!overall!$196B!TV!advertising!market.! 23 The!interest!lies!in!its!ability!to!drive!eyeballs!and!subsequently!new!methods!of!monetization.!A!2011 analysis !by! Nielsen!and!NM!Incite!(a!Nielsen/McKinsey!Company)!studied!the!correlation!between!online!buzz!and!TV!ratings.!They! found!a!statistically!significant!relationship!between!the!two,!especially!in!the!18Y34!demographic:!that!is,!those!programs! with!greater!online!buzz!also!enjoyed!high!TV!ratings.!Take!last!year’s!royal!wedding,!for!example.!Nielsen!reported!that!23! 24 million!Americans !woke!early!to!watch!last!year’s!royal!wedding,!while!PR!firm!Weber!Shandwick!noted!that!the!royal! wedding!prompted!2.2!million!tweets.!!The!next!step!is!to!identify!the!willingness!for!these!fans!to!take!action!by!enticing! friends!to!become!fans!thus!increasing!audience!size,!or!by!buying!merchandise!offered!by!sponsors,!advertisers!or!the! brand!itself.! However,!despite!the!continuing!emergence!of!market!participants,!like!any!new!segment,!consolidation!is!already!starting.!! 25 26 Local!Response!bought!Philo !and!Yahoo!!bought!!IntoNow !in!2011.!!Joe!Kraus!of!Google!Ventures,!at!the!San!Francisco’s! Social!TV!Summit,!predicted,!“70%!of!social!TV!startups!will!disappear!or!be!acquiYhires!(company!acquired!for!the!talent),! 27 20%!will!“toil!in!obscurity”!and!10%!are!“going!to!be!breakout!in!some!way,” ! ! SECOND!SCREEN!ENHANCING!FIRST!SCREEN! Social!TV!apps!have!one!common!objective!–!aggregating!viewers!to!share!their!thoughts!surrounding!a!TV!program.!!Their! approach!to!enabling!synchronization!around!a!show!varies!from!providing!infrastructure!to!address!content!management,! integration!with!leading!social!networks!or!other!second!screen!apps!or!audio!recognition.!!In!addition!they!provide!varying! models!for!monetizing!the!interest!in!the!show.!!The!options!range!from!pure!advertising!to!eYcommerce.!!Those!vendors! with!a!focus!on!customer!experience,!monetization!and!flexible!platforms!will!not!only!survive;!they!will!lead!in!educating! the!market!as!to!the!true!value!of!second!screen!TV.! New!research!from!Avid!and!Ovum!upholds,!“75%!of!media!executives!believe!online,!social!and!mobile!platforms!actually! 28 drive!audiences!to!watch!more!television!content” . Their!goal!is!not!to!pull!viewers!away!from!their!entertainment,!but!to! provide!a!more!immersive!experience.!!! The!companies!!!reviewed!here,!reflect!a!snapshot!of!the!vendors!providing!apps!and!platforms!promoting!fan!loyalty!and! creating!fan!communities.!!! ECHO! ! Founded!2007! Total!Venture!Funding!of!$5M! CEO:!!Khris!Loux! Echo!is!the!force!behind!some!of!the!most!successful!social!TV!platforms.!!As!a!cloud!service!Echo!provides!to!toolkit!for! brands!to!leverage!realYtime!social!activity!in!interesting!ways!to!drive!user!behavior.!!Their!goal!is!to!enable!brands!to! provide!their!fans!with!supplementary!content!to!enhance!their!enjoyment!of!their!favorite!shows.!!They!are!uniquely! focused!on!the!synchronization!of!realYtime!content!from!media!owners,!content!producers!and!fans.! 13! !
- 14. While!Echo!provides!the!ability!to!integrate!social!feeds!(e.g.,!Twitter),!they!feel!the!social!TV!experience!should!be!broader! and!deeper!than!140!characters.!!Their!goal!is!to!promote!the!media!brand!and!drive!traffic!to!the!brand!website.!!The! challenge!of!delivering!realYtime!content,!synchronized!with!onYair!content!is!addressed!through!their!multiYlayered! solution.!!The!foundation!is!in!the!core!platform!designed!for!massive!scalability!and!the!integration!of!data!from!an!app! ecosystem.!!This!ecosystem!reflects!standard!apps!available!for!brands!to!integrate!as!needed,!plus!apps!from!Echo’s! developer!community!providing!incremental!features!and!functionality.! Echo!is!able!to!innovate!quickly!due!to!its!broad!set!of!partners!and!the!development!platform!that!speeds!time!to!market.!! Developers!can!quickly!and!easily!design!as!much!as!80%!based!on!the!SDK.!!Echo!provides!best!practices!and!assistance!to! complete!the!final!20%.! Given!their!position!as!a!Software!or!Platform!as!a!Service!Provider!(Saas,!PaaS),!Echo!delivers!revenue!through!subscription! and!services.!!Customers!subscribe!to!defined!levels!of!search!queries!and!use!of!desired!Echo!or!partner!apps,!and!pay! subscription!fees!based!on!the!volume!of!queries!or!tiers!of!apps.!!In!addition,!Echo!provides!customer!support!services!to! facilitate!development!and!ongoing!use!of!the!Echo!platform.! Networks!using!Echo!to!build!an!appealing,!interactive!experiences!on!their!websites!include:!!Showtime,!AMC,!USA,!WWE,! Bravo!and!ABC.!!Echo!is!chosen!for!their!holistic!approach!and!their!positioning!as!an!infrastructure!partner!integral!to!the! delivery!of!an!overall!Social!TV!strategy.!!Success!is!defined!by!measurable!metrics:!!USA!launched!its!Characters!Welcome! Social!TV!page!for!a!new!show!and!grew!monthly!unique!visits!from!zero!to!300K!in!60!days.!WWE!doubled!page!views! within!24!hours!of!launch!and!now!integrates!social!into!every!live!event!and!TV!show.! 29 Echo!won!the!2012!award!for!best!white!label!platform!at!the!Social!TV!Awards!earlier!this!year!in!San!Francisco. ! INTO!NOW! Founded:!2010! Acquired!by!Yahoo!for!$20Y30M!in!2011! CEO:!!Adam!Cahan! IntoNow,!one!of!the!pioneers!of!Social!TV!frontier,!is!focused!on!fan!engagement!and!community.!!Their!app!allows!fans!to! share!and!discuss!their!entertainment!experience!with!friends!and!family!through!its!userYfriendly!interface.!!Their! proprietary!technology,!SoundPrint,!identifies!the!TV!programs!they!are!watching!as!well!as!the!music!in!the!background.!! Unlike!many!of!their!competitors,!IntoNow’s!app!works!in!both!live!and!onYdemand!scenarios,!thanks!to!their!indexing!of! TV!content!for!the!past!seven!years.! With!building!community!as!their!goal,!IntoNow!is!uniquely!focused!on!delivering!content!and!functionality!that!provides! value!to!their!users.!!Their!recently!launched!version!3.0!includes,!Tapit,!a!feature!allowing!users!to!capture,!caption!and! share!screen!shots!of!their!favorite!programs,!Their!TV!Sync!and!Music!Sync!capabilities!enable!users!to!quickly!identify! shows!and!music,!whether!tunes!are!performed!by!original!artists!or!not.! The!app/platform!allows!this!discussion!through!its!interface!or!via!Facebook!or!Twitter.!!Users!create!a!personal!profile! that!defines!what!content!will!be!shared,!what!notifications!will!be!received!and!which!social!networks!will!be!integrated.!! The!app/platform!is!also!integrated!with!IMDB!to!provide!detailed!content!about!a!show!and!its!cast.!!Additionally!it! displays!the!schedule!for!shows!you!like!and!provides!recommendations!of!shows!you!might!enjoy!based!on!your! preferences.! ! MAGIC!RUBY! ! Founded:!2012! 14! !
- 15. Privately!Funded! CEO:!Thomas!Engdahl! Magic!Ruby’s!goal!is!to!make!second!screen!apps!work!better.!!They!provide!the!backend!infrastructure!to!enable!clients!to! create!a!sticky!experience!driving!customer!loyalty!while!capitalizing!on!the!second!screen!experience!to!increase!revenue.!! Their!platform!enables!the!creation!of!show!apps!and/or!the!integration!of!various!show!apps!and!social!networks!created! elsewhere.!!The!key!focus!is!on!the!consumer!experience!when!enjoying!content!that!complements!the!viewing!experience! or!when!integrating!sponsored!content!(e.g.,!advertising).! Magic!Ruby’s!platform!allows!for!the!ability!to!host!Magic!Ruby!developed!apps!as!well!as!those!developed!elsewhere.!!The! goal!is!to!consolidate!the!second!screen!experience!and!simplify!synchronization!of!content,!advertising!and!eYcommerce! across!ALL!second!screen!apps!for!defined!program.!Magic!Ruby!targets!content!producers!with!a!hosted!service!with!an! eye!towards!increasing!the!value!of!advertising.!!Their!core!belief!is!that!the!second!screen!will!double!the!number!of! impressions!based!on!demographics!and!social!graph!profile!of!a!show’s!fan!base.! Magic!Ruby!provides!a!second!screen!experience!that!supports!live,!onYdemand!and!timeYshifted!content.!!In!addition,!they! provide!audio!watermarking!which!inserts!a!beacon!into!the!second!screen!app!that!enables!syncing!with!the!program! regardless!of!ambient!noise,!real!time!or!onYdemand!viewing!or!broadcast!of!a!live!event.!!This!unique!technology! differentiates!Magic!Ruby!from!competitors!who!enable!synchronization!using!audio!fingerprinting!that!does!not!work!well! in!loud!environments.! Magic!Ruby!is!focused!on!a!flexible!business!model!that!provides!for!multiple!revenue!streams,!adapting!based!on!customer! need.!!Their!revenue!sources!may!be!from!fees!for!service!(e.g.,!app!development),!fees!for!ad!serving,!revenue!share!or!flat! fee!for!eYcommerce!or!license!fees.!!!!!With!their!upfront!focus!on!monetization,!Magic!Ruby!is!aligned!with!their!customers’! primary!need.! ! NUMOTE! ! Founded:!2010! Privately!Funded! CWO:!Vijay!Kailas! Numote!is!a!white!label!platform!provider!delivering!a!SDK,!content!management!capability!and!analytics!to!networks! interested!in!increasing!the!viewing!of!live!programming,!enabling!fan!interaction!and!delivering!specialized!content.!!While! the!media!company!is!their!customer,!they!partner!with!digital!agencies!that!work!with!media!companies!to!customize!the! integrated!social!TV!experience.! Numote’s!platform!enables!networks!to!create!a!holistic!audience!engagement!including!editorial!content!from!the! producers,!integration!with!leading!social!networks!(Facebook,!Twitter)!and!Social!TV!apps!(GetGlue,!Miso)!and!advertisers.!! Numote!is!focused!on!simplifying!the!backYend!workflow!to!support!a!dynamic!user!experience.! Numote’s!business!model!is!a!straight!forward!licensing!arrangement,!providing!users!with!access!to!their!platform!that! provides!a!toolkit!with!components!to!design!a!branded!social!engagement!experience!and!customization!options!to! develop!features!tied!to!content!and!desired!audience!interactions.!!The!platform!enables!brands!to!syndicate!content!and! ads!across!multiple!platforms.!!More!importantly!it!allows!producers!to!synchronize!and!initiate!social!content!and! interactions!with!a!show’s!realYtime!airing.! Numote!won!the!Popular!Choice!Award!in!Samsung’s!Free!the!TV!Challenge!in!2011.! ! TELLYBUG! 15! !
- 16. ! Founded:!2010! Privately!funded! CEO:!!Matt!Millar! Tellybug!is!a!technology!company!addressing!the!desires!of!producers!to!bring!the!audience!into!onYair!and!offYair! discussion!and!storytelling.!!What!started!as!a!platform!to!support!the!heavy!read/write!demands!of!social!engagement,! became!a!business!to!create!apps!supported!by!cloud!based!infrastructure!to!support!the!requirements!of!broadcasters!and! content!producers!to!engage!with!their!large,!highly!distributed!audience.!!Tellybug!is!focused!on!integrating!the! conversation!between!the!atYhome!TV!audience!and!onYair!talent.! Tellybug’s!initial!solutions!were!delivered!to!live!news!or!entertainment!programs.!!They!have!delivered!apps,!backed!by! cloud!services,!for!Liverpool!Football,!XYFactor!and!Britain’s!Got!Talent.!!Their!platform!enables!broadcasters!to!integrate! social!comments!into!their!onYair!discussion!and!into!their!graphic!overlays.!While!their!initial!focus!was!truly!live!TV,!they! are!now!discussing!solutions!that!enable!viewers!to!engage!with!scripted!TV!programs!while!they!are!onYair!or!engage!in! offline!talent!interaction.!Tellybug!pursues!a!collaborative!approach!when!engaging!with!customers!with!a!goal!of! leveraging!their!flexible!technology!to!attract!viewers!and!drive!incremental!revenue!streams.!!! Tellybug’s!technology!includes!deep!analytics!to!abstract!relevant!data!from!Twitter.!!They!have!been!capturing!tweets! related!to!UK!television!for!the!past!two!years!allowing!them!to!identify!trends!and!influential!fans!for!their!customer’s! programs.!While!Tellybug’s!key!customers!today!are!TV!content!producers,!their!future!customers!may!include!agencies! interested!in!using!Tellybug’s!APIs!to!develop!apps!or!platforms!to!support!their!needs.! Tellybug’s!revenue!streams!are!derived!from!app!or!product!development!and!feeYbased!cloud!services.!!The!data!provided! and!interactions!managed!allow!TV!shows!to!increase!their!audience!share!and!ultimately!increase!CPC!or!CPM!for!the! content!owner.!!! ! TVPLUS! Founded:!2010! Total!Venture!Funding:!undisclosed! CEO:!Ajay!Shah! TV!Plus!provides!its!customers!with!a!branded!experience!in!the!form!of!a!platform!and!app!development.!!With!a!keen! focus!on!core!platform!functionality!enabling!the!required!scalability!to!fulfill!realYtime!interactions,!TV!Plus!has!also!paid! attention!to!its!content!management!system!and!software!developer!kit!(SDK).!!Their!goal!is!to!deliver!a!platform!that!is! easy!to!use!and!easy!to!integrate.!!Their!goal!is!to!become!the!de!facto!standard!in!the!still!emerging!Social!TV!space.! Their!revenue!model!is!unique!in!the!space!with!its!focus!on!engagement!time.!!This!is!based!on!a!belief!that!their!platform! will!improve!the!quality!of!audience!engagement,!which!means!fans!will!spend!more!time!on!the!second!screen!while! enjoying!the!first!screen!–!TV.!!TV!Plus!collaborates!with!its!clients,!sharing!best!practices!to!help!them!understand!how!to! best!engage!their!fans.!!This!approach!reinforces!their!business!model!of!revenue!derived!from!engagement.! Their!content!management!system!(CMS)!is!designed!to!simplify!creation!of!companion!content.!!TV!Plus!will!provide! resources!to!augment!production!teams!if!dedicated!staff!is!not!available.!!They!recognize!that!the!effort!in!creating! incremental!content!is!as!important!as!the!enabling!platform.!!Their!simple!goal!is!to!increase!the!value!of!the!viewer’s! engagement!around!any!program.!!An!increase!in!engagement!equals!an!increase!in!revenue.! TV!Plus’!SDK!allows!customers!to!quickly!and!easily!develop!an!app,!manage!audio!sync!with!the!program,!integrate!the! content!management!system!and!render!content.!!Their!open!ecosystem!includes!integration!with!third!parties!and!focuses! on!the!import!of!third!party!content!into!the!CMS.! 16! !
- 17. Their!customers!include:!XFactor!(season!1!&!2),!Discovery!Channel,!Univsion,!ABC,!Fox,!Disney,!Epix!and!Viacom.!!They! have!won!awards!from!Cable!Labs!Y!best!new!product!2011,!Social!TV!Summit,!NYC,!2011!–!Best!New!Idea!Award!and!Social! TV!Summit!2012!Y!Best!Ubiquitous!Social!TV!Award.! ! VIGGLE!! Founded:!2010! Publically!traded:!!VGGL! CEO:!Robert!F.X.!Sillerman! ! Viggle!is!a!loyalty!program!that!rewards!users!for!watching!television.!!Users!receive!points!for!checking!in!to!and! interacting!with!their!favorite!TV!shows!and!can!then!redeem!these!points!for!real!items!such!as!movie!tickets,!music!and! gift!cards.!!Viggle!announced!earlier!this!year!that!it!had!passed!the!one!millionYsubscriber!mark.!!With!it’s!acquisition!of! 30 GetGlue ,!the!total!number!of!subscribers!will!approach!4.5!million.! The!user!experience!is!simple.!!The!consumer!downloads!the!app,!creates!an!account!and!while!watching!TV,!taps!the!check! in!button.!!Using!the!device’s!microphone,!the!application!collects!an!audio!sample!of!what!the!user!is!watching!on! television!and!uses!proprietary!technology!to!convert!that!sample!into!a!digital!fingerprint.!Within!seconds,!that!proprietary! digital!fingerprint!is!matched!against!a!database!of!reference!fingerprints!that!are!collected!from!over!100!English!and! Spanish!television!channels!within!the!United!States.!! TV!checkYins!are!verified!across!broadcast,!cable,!online,!satellite,!timeYshifted!and!onYdemand!content.!The!ability!to!verify! checkYins!is!critical!because!users!are!rewarded!points!for!each!check!in.!In!addition!to!television!show!checkYin!points,! users!can!earn!additional!points!by!engaging!with!brand!or!network!sponsored!games,!videos,!polls!or!quizzes!related!to!the! show!that!they!are!watching!and!by!inviting!friends!or!sharing!their!activities!via!social!media.!Users!can!redeem!the!points! within!the!app’s!rewards!catalogue!for!items!that!have!a!monetary!value!such!as!movie!tickets,!music!and!gift!cards.! !Revenue!is!generated!through!advertising!and!the!sale!of!merchandise!related!to!the!TV!shows!and!other!entertainment! viewed!by!users!that!would!appear!in!users’!mobile!devices!through!the!use!of!the!application.!!! Viggle!is!expanding!their!reach!through!the!release!of!a!Platform!Developer!Kit!so!TV!networks,!producers!and! programmers!will!be!able!to!easily!develop!their!own!show!or!channel!specific!enhancements!and!experiences!using! features!that!have!proven!very!popular!with!viewers!such!as!realYtime!polls,!games!and!quizzes.! ! SUMMARY(9(MOVING(FORWARD( It’s!early!days!for!Social!TV!despite!the!plethora!of!emerging!companies.!!While!a!challenge!exists!for!second!screen! vendors,!to!create!sustainable,!measurable!value!to!their!clients,!the!bigger!challenge!may!be!for!the!media!companies.!! Broadcasters!and!producers!are!still!in!the!experimental!stage!with!Social!TV.!!Success!metrics!are!not!clearly!defined!as! they!reYallocate!existing!online!budget!or!utilize!miscellaneous!funds!to!initiate!trials.!!Their!simple!goals,!at!present,!are!to! engage!with!their!fan!base!and!learn!more!about!their!desires.!!! The!hidden!challenge!is!in!the!effort!it!takes!to!manage!these!burgeoning!relationships.!!Any!social!media!effort!is!not!about! the!cost!of!the!platform,!but!in!the!time!spent!to!create!complimentary,!relevant!content!that!encourages!interaction.!! Transmedia!storytelling,!the!ability!to!extend!a!story!arc!across!multiple!outlets!(e.g.,!broadcast,!online,!social!media),!has! been!the!watchword!in!Hollywood!in!recent!years,!and!the!debate!continues!about!the!success!of!producers!in!truly!telling! 17! !
- 19. ENDNOTES! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! ! ! 1 The Nielsen Company, Cross Platform Report Q4’12 2 http://blog.viacom.com/2012/05/how-viewers-cs-the-moment-a-social-tv-research-exploration/ 2 http://blog.viacom.com/2012/05/how-viewers-cs-the-moment-a-social-tv-research-exploration/ 3 http://blog.nielsen.com/nielsenwire/consumer/watching-tv-dont-forget-your-smartphone-tablet/ 4 The Nielsen Company, 2011 5http://www.comscore.com/Insights/Press_Releases/2012/11/comScore_Reports_September_2012_U.S._ Mobile_Subscriber_Market_Share 6 ComScoare “2012 Mobile in Focus” February 2012 7 ComScore “How Multi-screen Consumers are Changing Media Dynamics” June 2012 8 ComScore “How Multi-screen Consumers are Changing Media Dynamics” June 2012 9 http://www.variety.com/article/VR1118063975/ 10 Viacom Media Networks “Social TV: Viewers C’s the Moment study” May 2012 11http://socialmediatoday.com/briansolis/506188/music-film-tv-how-social-media-changed- entertainment-experience 12 iModerate Research Technologies Social TV Report 13 http://www.eggtoapples.com/social-tv-12b-market-spend-by-2020/ 14http://www.usatoday.com/tech/columnist/talkingtech/story/2012-05-02/social-media-tv/54705524/1 15 http://tv.yahoo.com/news/social-tv-white-collar-twitter-let-fans-decide-215800539.html 16http://www.jackmyers.com/jackmyers-think-tank/Why-is-Everyone-Talking-About-Social-TV.html 17 http://www.guardian.co.uk/media/2012/jan/09/bskyb-buys-stake-zeebox-app 18 http://techcrunch.com/2012/10/04/zeebox-viacom/ 19 http://paidcontent.org/2012/07/11/network-ten-takes-a-stake-in-zeebox-down-under/ 20 http://lostremote.com/fox-invests-in-actv8-me-launches-new-girl-app_b27372 21 http://www.connectv.com/company-aboutus 22 http://socialtvdigest.com/post/31504001609/sons-of-anarchy-second-screen-app-demo-video 23http://www.multichannel.com/article/474858Study_Social_Buzz_Definitely_Corresponds_To_TV_Ratings. php 24 http://www.huffingtonpost.com/2011/05/01/royal-wedding-tv-ratings-_n_855967.html 25 http://techcrunch.com/2011/08/04/localresponse-buys-social-tv-advertising-and-check-in-platform- philo/ 26 http://techcrunch.com/2011/04/25/yahoo-intonow/ 27 http://www.lostremote.com/2012/04/04/highlights-from-the-social-tv-summit-in-san-francisco/ 28http://www.avid.com/static/resources/common/documents/Avid- Ovum_TheFutureofDigitalMediaSurvey.pdf 29 http://aboutecho.com/AboutEcho 30 http://www.4-traders.com/news/Social-TV-Leaders-Viggle-and-GetGlue-Enter-into-Agreement-to- Merge--15530952/ 19! !