TV is still by far the largest entertainment industry. And many TV innovations have come out of the Netherlands. But TV is changing - we're not wachting less, but different. This presentation anaylses the change in viewer behaviour, in particular second screen interaction, gamification and online/broadcast synchronisation. Based on two cases it provides lessons learned, recommendations as wel as opportunities with regards to real time social entertainment for TV production and distribution, advertising and retail. NB: the video from slide #21 is not included here, you can check it out http://vimeo.com/18882034

1. Real Time Social Entertainment
E jeroen@exmachinagames.com T @jeroen020

2.  We like games, TV and social media
 HQ in Amsterdam, US office in San Francisco
 Customers & partners in entertainment & brands
Airplay:

3.  US: 4 hours a day (2 months non-stop per year!)
 TV in 99% of all households, 2.24 sets on average
 TV is turned on 6h47m a day
 Total hours of TV consumed: 250 billion
 % Americans who say they watch too much TV: 49
 Youth – hours in school: 900 behind TV: 1,500
 TV commercials seen per year: 20,000

5. Show Debut channel Debut year Distributor
Sony Pictures
1 Who Wants To Be A Millionaire? ITV (UK) 1998
Television
Nederland 2
2 Deal or No Deal 2002 Endemol
(Netherlands)
3 Wipeout ABC (US) 2008 Endemol
CBS Studios
4 Wheel of Fortune NBC (US) 1975
International
5 Family Feud ABC (US) 1976 FremantleMedia
6 Don't Forget The Lyrics Fox (US) 2007 RDF Rights
7 Hole in the Wall Fox (US) 2008 FremantleMedia
Shine
8 Are You Smarter Than A 5th Grader? Fox (US) 2007 International/Mark
Burnett Productions
CBS Studios
9 Jeopardy NBC (US) 1964
International
10 I Love My Country RTL4 (Netherlands) 2008 Talpa Media
Most Popular TV Gameshows in the World
TBI, 2009

6. 1988
The ‗Henny
Huisman Effect‘
is a situation
where the
national phone
system grinds to
a halt due to a
sudden, massive
amount of phone
calls.

7. 1996
Participation TV
Multi Billion$
industry for
Broadcasters, TV
production
companies,
aggregators &
Telco‘s
Set the standard
for premium IVR
and text
messaging

8. 1999
Big Brother
Making headlines
worldwide
Interactive voting
via SMS and IVR
2008: broadcast
in 32 countries,
320 million
viewers

9. 2010
SKO
Tijdsbestedings-
onderzoek
―TV kijken op het
televisietoestel is
opnieuw met een
opmars bezig.‖
2006: 143 min/dag
2008: 135 min/dag
2010: 148 min/dag
Ex Machina 2010

10. "The old adage that TV is a lean-back
experience compared to lean-forward
web surfing no longer holds true, our
research shows that increasingly
people are doing both simultaneously.‖
Ivan Ristic, Diffusion
Ex Machina 2010

11.  ―Mainstream TV viewing, more and more, they have
a device in their hand (…) when ‗Glee‘ starts,
tweets per second shoot up 100 times and stay
that level until the show ends.‖ (Twitter CEO)
 ―We may extend Facebook Places to TV check-ins‖
(Facebook VP EMEA)
 ―Everyone says that social television will be big. I
think it‘s not going to be big — it‘s going to be
huge. (…) It‘s going to change the landscape of the
industry.‖ (Endemol Group CEO)
Ex Machina 2010

12.  Nearly 70% of Americans still watch TV shows at
the time they are broadcast; DVR: 16% (Marist coll.)
 86% of of mobile internet users engage in second
screen mobile usage (Nielsen/Yahoo)
 42% of Americans are online while watching TV,
29% talking on phone, 26% are IM/texting (Deloitte)
 45% of Brits use social media while watching TV
(Intel)
Ex Machina 2010

13. Multitasking NL
―Op prime time
televisiekijken (…)
is de computer de
belangrijkste
nevenactiviteit met
surfen, e-mailen
en het gebruik van
social media.‖
Ex Machina 2010

14.  TV
◦ Proprietary operator boxes (‗Red Button‘)
◦ Connected TV, Boxee, Apple TV, Google TV, Xbox, …
 Laptop
◦ Browser
 Smartphone
◦ Browser, apps
 Tablet
◦ Browser, apps
Ex Machina 2010

15.  TV is an event
◦ Live or linear
 The art of programming
 Artificial Scarcity
 Episodical content
 Game mechanics
◦ Collect, earn points, get feedback, exchange, customize
 Rewarding loyalty and achievements
Ex Machina 2010

16. Ex Machina 2010

17. Ex Machina 2010

18.  December 2010, 90
minutes, pre-recorded
 About 800K viewers
 Features: Real Time Q&A,
Predictions, Bonus
Questions, Post to
Twitter/Facebook
 >1% participation rate
Ex Machina 2010

19.  Call To Action hugely important
 Bonus questions overlooked
 HTML5 rules
 The power of iPad: 12% of users
 Experienced internet users (FF,
Chrome)
 (Pre-)registration not important
Ex Machina 2010

20.  Semi-final & final, January 2011, 120 minutes, live
 Features: live rating (personal / national), post to
Twitter/Facebook
 Website takeover ‗widget‘
 About 3 Million viewers
 >26.000 ratings/episode
 Live production console
Ex Machina 2010

21. Ex Machina 2010

22.  Accurate prediction of finalists
 Talent doesn‘t look at the clock
 CTA: TV explanation tripled users
 7% iPad, 7% smartphones
 Tweak rating algorithm & controls
 Embedding vs destination
 Friends friends friends
 Twitter, facebook integration
Ex Machina 2010

23. PlayToTV
 Social network integration
 Poll, Rate, Vote & Predict
 Q&A/Quiz/Trivia, Info push
 Chat & Twitter aggregation
 Stars (achievements/badges)
 Advertising interaction
 Product placement
 Skill & sweepstakes
Ex Machina 2010

24.  Launch quick & iterate
 Metrics, metrics, metrics
 Pilot, episodes, seasons
 Artificial scarcity works
 Make the moment matter
 Interaction over form
 Balance show-specific features and generic social
networks
Ex Machina 2010

25.  A TV is a TV, not a computer
 Register optionally & at any moment
 Support all screens
 Be careful with apps
 Sync: live, schedule, on-demand/auto
 Make technology invisible but make it scale
 Say it loud, say it often, say it proud!
 2% Conversion is very doable, 10% achievable
Ex Machina 2010

26.  Viewers that interact are engaged more and will zap
away less, even during ad breaks
 Can be integrated into own online strategy
 Going online doesn‘t cannibalize ratings or ads
 People interacting will tell and show their friends
 Receive extra lead generation, product placement &
pay-per-play revenues
 New formats: user created, daytime, game-to-TV, …
Ex Machina 2010

27.  Advertisers
◦ Well understood profiles instead of anonymous viewers
◦ Advertising can be tracked and will generate leads
◦ Turn leads and customers into loyal relations
 Commerce
◦ Targeting: offer products based on profile (gender,
location, time, interests, …)
◦ Implicit (product placement) revenue generation
◦ Explicit (home & social shopping) e-commerce
◦ Virtual goods
Ex Machina 2010

28. Dank!
jeroen@exmachinagames.com
@jeroen020