1. MediaCRM Realizing Customer Relationship Management for Broadcasters Mike Matton – VRT-medialab iMinds – 13/10/2011

2. INTRODUCTION Second screen potential

3. Are second screen devices becoming popular? Extract of internet questionnaire of VRT study dept. - 303 respondents 100% computer 76% laptop 72% desktop 12% netbook 72% DTV 65% flat screen 34% traditional CRT TV 2,5% Tablet-PC 2% TV with webapps 2% 3D TV 55% DVD-recorder 26% smartphone 13% HD-recorder 7% mediacenter

4. Combining media, different screens Which of these activities do you combine with watching television at least once a week? COMBINING WATCHING TV I combine watching TV at least once a week with … +

5. Do people like to share their opinion? To which extent do you find the possibility to share your opinion with others and the programme creator interesting? RANDOM SAMPLE (%) { More results tobepublished on out website: http://www.vrtmedialab.be 39% { 61% Basis: Random sample (n=303)

6. Second screen Appspopping up everywhere

7. Second screen

8. Fact: The consumer isdigital Consumer is digital Personal devices Mobile devices Always connected Digital footprint! Surf & Watch TV > 2nd Screen Broadcaster, Producers& Advertisers!

9. Broadcasting- Context switch Whydidn’tbroadcasters “do” CRM earlier? Consumer Broadcaster Today Second screen IP TV Broadcast + internet Media content Extra content 2-way communication Linearbroadcasting Content Yesterday

10. WhodidVillaCRMreach What level of interaction have we obtained

12. +/- 600 with profile info

13. 3865 active on facebook

14. 3929 active on twitterIn totalabout 11.000 viewers engaged

15. Villasquare: received messages per type auction 360°cam Pukkelpop Sven Ornelis Total: +/- 35.000 messages 360°cam Poll launch Poll

16. MediaCRM: The platform

17. MediaCRM: twopaths Input Front-end Real-time! Live processing Real-time app Offline path VillaSquare connection Replay app OFF-LINE Logging Enriching Storing Data analysis tools

18. Real-time statistics & replay

19. See the demo VRT-medialabbooth

20. Off line analysis

23. Sentiment analysis

24. Sentiment analysis

25. Sentiment analysis

26. Lessonslearned

27. Lessonslearned User profilesnot complete Ask more info on registration Incentive necessary About 11000 users activelyengaged via second screen (villasquare + facebook + twitter) 1-2% of viewers engaged Market potential: 10 – 15% Endemol: 12% on play-along game show) 10% withidols second screen app, … Millionpound drop Format is important Engage, interactwith the consumer!

28. Remainingchallenges

29. Time Synchronization

30. Feedback to consumer More apps! Consumer likestobeabletoinfluencethings Personalisedcontent Recommendations Personalisedapps Otherpossibilities of exploiting the data Important forbroadcasterstothinkaboutthis. Personalised advertisement, …

31. Thankyou! Questions?