Social TV Ratings: A Multi-Case Analysis From Turkish Television Industry

Social TV Ratings: A Multi-Case Analysis
From Turkish Television Industry
ERDEM AKIN TEMEL erdemakintemel.com

Contents
What is Social TV?
• Definitions of Social TV in academia
• What do they lack?
• What must a definition of Social TV include?
The History and Recent Examples of Social TV
• Device-dependent attempts to create a social TV environment
• Integrations of other communication systems to create a social TV environment
• Recent examples
Traditional vs. Social TV Ratings
• Brief information regarding ratings measurements in Turkey
• Case studies
• İrfan Değirmenci ile Günaydın
• Halk Arenası
• Çalıkuşu

what ıs socıal tv?

defınıtıonS of socıal tv ın academıa
television sets that are designed to perform certain interactive tasks due to their
capability of internet connection and rich application stores containing big-screen
versions of highly appreciated computer, tablet and smartphone applications.
functions as a platform on which people who are at a distance can have
a dialogue due to TV broadcasts’ state as being unbound by neither space,
nor time.
Montpetit and Me’dard (2012), Social Television: Enabling Technologies and Architectures.
Shin (2013), Defining sociability and social presence in Social TV.
apps released by television channels which provide extra information on
TV shows and a limited number of interactions.
Marinelli and Andò (2014), Multiscreening and Social TV: The Changing Landscape of TV Consumption in Italy.
the use of communication technologies, especially social media platforms to
connect with friends and family during active TV watching process.
Chorianopoulos and Lekakos (2008), Introduction to Social TV: Enhancing the Shared Experience with Interactive TV.
Bellman et al. (2014), The effects of social TV on television advertising effectiveness.
Hu et al. (2007), Towards Multi-Screen Social TV with Geo-Aware Social Sense.

defınıtıonS of socıal tv ın academıa
It is obvious that nearly all definitions refer to Internet-related aspects of today’s
TV environment. Therefore, an attempt to define Social TV must include
the examination of the intersection of Internet and TV. Also, a parallel
reading of Internet’s history and TV related developments is necessary to reveal
how Social TV came to be, why it became popular in recent years and finally,
lacks of mentioned definitions.

EVOLUTION OF THE WEB
Requires certain PC browsers
A cultural reference with similar fonts
and blue underlined hyperlinks
One input-output model
Web 1.0
Transferring mechanism
Online services rather than
packaged software
Unique databases consisting of
user-generated content
Web 2.0*
Organic bonds with other ends of
the web
Changing results according to
different
• internet speeds,
• input-output methods,
• screen sizes.
*Coined by Darcy DiNucci in 1999, popularized by Tim O’Reilly in 2004-2005.

the defınıtıon of socıal tv
it allows dialogue among viewers and producers,
serves as a real time focus group through qualitative and quantitative analyses,
provides TV viewing experience that is unbound by time and space
via a variety of devices,
allows interactions depending on programs’ formats for free or in exchange of
a relatively low cost.
The definition of Social TV must include that

THE HISTORY and recent examples
OF SOCIAL TV

HISTORY of socıal tv
QUBE (1977-1994)
Teletext (1974-......)
Videotex (1970s-......)
Zenith Spacephone (early 1980s)
Device-dependent systems:
Telephone
Fax
SMS
E-mail
Other integrated systems:

QUBE (1977-1994)

Teletext (1974-......)

Videotex (1970s-......)

Zenith Spacephone (early 1980s)

Fax Telephone
E-mail SMS

RECENT EXAMPLES
Integration of Hashtags

RECENT EXAMPLES
Free Intractions and Content-Related Information Through Channel Apps

RECENT EXAMPLES
Always (Anywhere, Anytime) Available TV (via a Variety of Devices)

RECENT EXAMPLES
Quantitatively and Qualitatively Analyzable Data

TRADITIONAL VS. SOCIAL TV RATINGS

tradıtıonal vs. socıal tv ratıngs ın turkey
Peoplemeters
4000 households
• (rep. 56M people)
Statistics only
Traditional TV Ratings
Social media analytics tools
Millions of people
• 2.1M viewers/21M tweets*
Statistics + contents
Social TV Ratings
Comparable results
Independent analytics companies
*2014-15 TV Season/According to Kimola Social TV
~
Uncomparable results
Four organizations
• TÜİK (Turkish Statistical Institute)
• RTÜK (Supreme Board of Radio
and Television)
• TİAK Inc. (Television Audience
Measurement-Joint Industry Comm.)
• An independent research company

Case 1 - ırfan degirmencı ıle gunaydın
March 20, 2014: Twitter became unreachable from Turkey.
March 21: Değirmenci encouraged his viewers to ignore the Twitter ban
and find backdoors.
March 24: RTÜK issued a screen ban for Değirmenci (25-26 of March).
March 25: Değirmenci broadcasted his show via UStream and Google Hangouts
and ranked 1st
on Social TV ratings.

Case 2 - halk ARENASI
May 13, 2014: An explosion took place in a coal mine in Soma, Manisa.
May 14: TV channels carried their live coverages to the incident site.
May 24: RTÜK issued a screen ban for Değirmenci (25-26 of March).
May 25: Uğur Dündar organized an open forum in Kınık (a county near Soma)
for victims, their families and residents.

Case 3 - çALIKUŞU
Started in September 2013
Lasted 30 episodes
Starting from 14th
episode,
put in 5 different schedules on 3 weekdays
Social TV ratings:
• Ranked between 1st
(19/30) and 4th
Traditional ratings:
• Ranked between 4th
and 24th
on Total
• Ranked between 2nd
and 10th
on AB, once 18th
Fans organized petitions, campaigns and sent letters
together with ratings analyses (comparisons of
traditional and Social TV ratings) to producers.

CONCLUSION

conclusıon
Even though the boundaries of Social TV were pointed by this study,
a broader definition is needed.
Television has evolved into today’s Social TV. However, the idea of social and
interactive television was around for decades.
Unlike traditional television ratings, Social TV ratings are free, limitless, independent
and comparable, depending on how well-designed their algorithms are.
Viewers tend to rely on Social TV ratings rather than traditional ratings
since they can be a part of it and comment on its authenticity.

Image Sources
In order of appearance:
• QUBE Logo: http://www.qube-tv.com/qube-tv/index.html
• QUBE Talent Search: http://www.qube-tv.com/qube-tv/OTHER-Photos.html
• QUBE Remote Controller: http://www.qube-tv.com/qube-tv/index.html
• QUBE Broadcast (x6): https://www.youtube.com/watch?v=M-tRWnHrUnw
• Welcome to Teletext: https://egospace.wordpress.com/2009/12/15/the-end-of-teletext/
• TRT Telegün: https://upload.wikimedia.org/wikipedia/tr/4/40/TRT_Teleg%C3%BCn.gif
• BBC Ceefax: https://upload.wikimedia.org/wikipedia/en/6/66/Ceefax.png
• RTS Teletext: http://www.teletext.ch/RTSUn
• Teletext is Dead: http://www.walternewton.com/?works=pixel-pictures
• Videotex Screen - Telesoftware: https://www.youtube.com/watch?v=wq53DO7zL_g
• Videotex Screen - Mail: https://www.flickr.com/photos/37912170@N00/6948127955
• TRS-80 Videotex Ad: http://www.trs-80.org/trs-80-videotex/
• Videotex Screen - Dadeland Bank: https://www.flickr.com/photos/37912170@N00/6802017798
• Prestel Ad: http://www.newsky24.com/prestel/
• Zenith Spacephone Ad: https://yvettewohn.com/2013/01/11/history-of-social-television/
• Zenith Spacephone Screen: https://www.youtube.com/watch?v=xlgD2lv1fcc
• Zenith Spacephone Remote Controller: http://i.imgur.com/cW1b4kA.jpg
• Zenith Spacephone Ad: https://pbs.twimg.com/media/CRsvKxZWcAE3IXa.jpg
• Fax - Disko Kralı: https://www.youtube.com/watch?v=u348JFVOXaA
• Telephone - Hope for Haiti Now Telethon: http://blog.southernaccents.jp/archives/20100125-1.html

Image Sources
• E-mail - Teke Tek Özel: https://www.youtube.com/watch?v=YTLCaW1VS0Q
• SMS - Survivor: https://www.spredfast.com/social-marketing-blog/six-ways-drive-social-tv-participation
• Hashtags - The Tonight Show with Jimmy Fallon: https://www.youtube.com/watch?v=PZTk8FWPcm0
• Free Apps - Rising Star: https://www.youtube.com/watch?v=UYegexUgd9g
• Always Available TV - Netflix Ad: http://davidychun.com/Netflix-Global-Branding
• Quantitatively and Qualitatively Analyzable Data - Bluefin Labs 2012 London Olympics Infographic (excerpts):
http://www.slideshare.net/bluefinlabs/social-tv-infograhpics-from-the-2012-london-olympics
• Case I - İrfan Değirmenci: http://www.mediacatonline.com/evinden-gerceklestirdigi-canli-yayinla-birinci-oldu/
• Case II - Halk Arenası: http://www.mediacatonline.com/ikinci-ekran-gundemini-halk-arenasi-belirledi/
• Case III - Çalıkuşu - Petition: https://imzakampanyam.com/CALIKUSU-FINAL-YAPMASIN-imza-kampanyasi
• Case III - Çalıkuşu - Tweet: https://twitter.com/angelhapy/status/459603747103318016
_

dISCLAIMER
This presentation is created based on my Master’s thesis titled “Social TV Ratings:
A Multi-Case Analysis from Turkish Television Industry”. For more information,
please refer to the document, which can be found on my academia.edu profile
and my personal website.
Link: https://independent.academia.edu/ErdemAkınTEMEL

Erdem Akın TEMEL
erdemakintemel.com
@erdemakintemel
2016

Social TV Ratings: A Multi-Case Analysis From Turkish Television Industry

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