Originally presented at Screen DIgest's Future of Digital Media event in London, this deck is the next salvo from KIT digital's Alan Wolk in his attempt to infuse common sense into the discussion around second screen.
5. Having the TV as background noise is a purposeful
decision:
6. Having the TV as background noise is a purposeful
decision:
The viewer has set this time aside specifically for
the primary non-TV watching activity and any
attempt to engage them further will be
unsuccessful
7. Having the TV as background noise is a purposeful
decision:
The viewer has set this time aside specifically for
the primary non-TV watching activity and any
attempt to engage them further will be
unsuccessful
This viewer will focus fully on TV at another time
with different content
11. DISCOVERY VIEWING REVIEWING
3 STAGES OF TV VIEWING
12. DISCOVERY VIEWING REVIEWING
3 STAGES OF TV VIEWING
•DISCOVERY may take place prior to sitting down in front of the TV
13. DISCOVERY VIEWING REVIEWING
3 STAGES OF TV VIEWING
•DISCOVERY may take place prior to sitting down in front of the TV
•VIEWING can be purposeful or a form of background noise
14. DISCOVERY VIEWING REVIEWING
3 STAGES OF TV VIEWING
•DISCOVERY may take place prior to sitting down in front of the TV
•VIEWING can be purposeful or a form of background noise
•REVIEWING informs DISCOVERY, making the system circular
15. HIGH, MID AND LOW SOCIAL
• The amount of interactivity a show produces is directly related to the type of programming
21. Discovery is the primary use case for second screen apps
The most common interaction will be along the lines of
“Most people in my town are watching Downton
Abbey... I think I’ll watch too. CLICK.”
22. Discovery is the primary use case for second screen apps
The most common interaction will be along the lines of
“Most people in my town are watching Downton
Abbey... I think I’ll watch too. CLICK.”
Second screen apps need to function as a mash-up of the
remote control and EPG, with an overlay of social
functionality
23. Discovery is the primary use case for second screen apps
The most common interaction will be along the lines of
“Most people in my town are watching Downton
Abbey... I think I’ll watch too. CLICK.”
Second screen apps need to function as a mash-up of the
remote control and EPG, with an overlay of social
functionality
Viewers need to be able to act on what they learn from
the second screen app
24. TAKEAWAY #2
VIEWERS NEED AN APP THAT
LETS THEM CHANGE THE CHANNEL
28. Our social graphs are an odd amalgamation of family,
childhood friends, neighbors, co-workers and our actual
mates
29. Our social graphs are an odd amalgamation of family,
childhood friends, neighbors, co-workers and our actual
mates
Their taste in TV shows rarely (if ever) overlaps with
our own
30. Our social graphs are an odd amalgamation of family,
childhood friends, neighbors, co-workers and our actual
mates
Their taste in TV shows rarely (if ever) overlaps with
our own
Data points such as what’s popular in my town/age
cohort, what’s popular with other fans of my favorite
actor/sports team/politician, etc. are far better
indicators of what I might like
31. TAKEAWAY #3A
OUR SOCIAL GRAPHS ARE RANDOM AND RARELY
CONSIST OF PEOPLE WHOSE OPINIONS WE CARE ABOUT
32. There are over 1 billion people on Facebook, only 150
million or so active users* on Twitter
*SOURCE: Twitter’s own blog, March 21, 2012
33. There are over 1 billion people on Facebook, only 150
million or so active users* on Twitter
Twitter’s demographics are in no way representative
of the mass of viewers and thus are useless as an
indication of anything other than what is being said on
Twitter
*SOURCE: Twitter’s own blog, March 21, 2012
34. There are over 1 billion people on Facebook, only 150
million or so active users* on Twitter
Twitter’s demographics are in no way representative
of the mass of viewers and thus are useless as an
indication of anything other than what is being said on
Twitter
Facebook conversations are private and the platform
is mostly useful for check-in rather than real-time
conversation
*SOURCE: Twitter’s own blog, March 21, 2012
40. Time-shifted viewing eliminates the value of real-time
conversation as few other viewers will be watching the
show at the exact same time
41. Time-shifted viewing eliminates the value of real-time
conversation as few other viewers will be watching the
show at the exact same time
Time-shifted viewing means both VOD and catch-up
content are available to the viewer, making an app that
helps with discovery even more relevant
42. TAKEAWAY #4
WHEN THE ANSWER TO “WHAT’S ON” IS “EVERYTHING”
AND THE ANSWER TO “WHO’S ON” IS “NO ONE,”
DISCOVERY BECOMES KING
48. £39.99
“JENNIFER ANISTON’S SWEATER” IS A MYTH
•Viewers want to watch TV, not purchase what they see on TV as they are watching
• There are too many decisions (size, color, shipping method) to make spontaneous
purchases a viable option
50. THE “AD LOCKER”
• All ads and product placements from the show(s) the viewer has watched will be
stored in a second screen “ad locker” that the viewer can return to in order to
make purchases or learn more about the products and services
51. THE “AD LOCKER”
• All ads and product placements from the show(s) the viewer has watched will be
stored in a second screen “ad locker” that the viewer can return to in order to
make purchases or learn more about the products and services
• The experience will feel more like shopping (which is fun) than watching
advertising (which is not.)
56. Getting at least one level of input from the viewer (e.g.
Movie or TV Show, Comedy or Drama) dramatically
improves the quality of the recommendation
57. Getting at least one level of input from the viewer (e.g.
Movie or TV Show, Comedy or Drama) dramatically
improves the quality of the recommendation
Involving viewers in the decision-making process also
gives them a sense of control over the accuracy of the
results
58. TAKEAWAY #6
TV VIEWING IS TOO RANDOM FOR A
PURE SUGGESTION ENGINE
62. TVs are dumb terminals and the current HDTVs are well-
made and well-priced
63. TVs are dumb terminals and the current HDTVs are well-
made and well-priced
Current interfaces were designed for 6 channels; they
are being forced to serve 600
64. TVs are dumb terminals and the current HDTVs are well-
made and well-priced
Current interfaces were designed for 6 channels; they
are being forced to serve 600
None of today’s advances (VOD, outside data, user
preferences) are reflected in the current set of interfaces
65. TVs are dumb terminals and the current HDTVs are well-
made and well-priced
Current interfaces were designed for 6 channels; they
are being forced to serve 600
None of today’s advances (VOD, outside data, user
preferences) are reflected in the current set of interfaces
Apple is rumored to be devoting their TV efforts to
creating a better set-top box
66. TAKEAWAY #7
THE NEXT BIG SHAKEUP IN THE TELEVISION
INDUSTRY IS GOING TO BE AROUND INTERFACE
70. When no one in an industry is innovating, there’s no
incentive to be the first: consumers have nowhere else to
go
71. When no one in an industry is innovating, there’s no
incentive to be the first: consumers have nowhere else to
go
The TV industry is similar to the pre-iPhone mobile
industry: lots of innovations are technically possible, but
the major players see no real reason to spend money on
introducing them
72. When no one in an industry is innovating, there’s no
incentive to be the first: consumers have nowhere else to
go
The TV industry is similar to the pre-iPhone mobile
industry: lots of innovations are technically possible, but
the major players see no real reason to spend money on
introducing them
The iPhone shook up the mobile industry and
completely changed the rules. Something similar will
happen to the TV industry.