The document discusses the results of a study on the effects of a new drug on memory and cognitive function in older adults. The double-blind study involved giving either the new drug or a placebo to 100 volunteers aged 65-80 over a 6 month period. Testing showed those receiving the drug experienced statistically significant improvements in short-term memory retention and processing speed compared to the placebo group.

1. connected cross-platform co-viewing conversation content clips community
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Social TV:
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Viewers C’s the Moment
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2. METHODOLOGY
Phase 1: Ethnographies Phase 2: Online Surveys
Description Three hour in-home interviews covering 20 minute online surveys covering
social TV attitudes and activities, reviews social TV attitudes and activities,
of social TV services, interest in interest in functionalities and reviews
functionalities and recommendations of Social TV app and services
Sample size 24 1,566
Sample • 50/50 gender split • 55F/45M gender split
Demos • Ages 13-52 • Ages 13-54
• Racial mix • Racial mix
Geo Boston & San Diego U.S.
Qualifications • Weekly+ Social TV service user Three tiers of respondents
or 1: Social TV app/service users (33%)
• Weekly+ social networking activities 2: Social network visitors who do at
related to TV least three Social TV-related activities
weekly (49%)
• Weekly+ VMN channel watcher 3: Do less than three Social-TV related
• Paid TV service subscriber activities weekly (18%)
• Home internet (not dial-up) •Weekly+ VMN channel watcher
• Paid TV service subscriber
• Home internet (not dial-up)
2

3. SOCIAL TV VIEWER SEGMENTS
PIONEERS SOCIALITES ISOLATIONISTS
USE SOCIAL TV APPS & DO 3+ SOCIAL TV DO <3 SOCIAL TV
SERVICES WEEKLY+ ACTIVITIES WEEKLY+ ACTIVITIES WEEKLY+
55% Male 63% Female 52% Female
29 years median age 24 years median age 33 years median age
95% use Facebook 93% use Facebook 89% use Facebook
56% use Twitter 47% use Twitter 22% use Twitter
91% visit TV channel’s website 82% visit TV channel’s website 70% visit TV channel’s website
48% visit TV channel’s 35% visit TV channel’s 11% visit TV channel’s
Facebook Facebook Facebook
37% visit TV channel’s Hulu 25% visit TV channel’s Hulu 7% visit TV channel’s Hulu
22% watch the majority of 13% watch the majority of 7% watch the majority of their
TV/video online TV/video online TV/video online
RESPONDENT MIX: TIER 1 RESPONDENTS = 33% / TIER 2 = 49% / TIER 3 = 19%. NOTE: SAMPLING QUOTAS IMPOSED
DURING RESPONDENT SCREENING; RESPONDENT MIX DOES NOT MATCH POPULATION 3

4. SOCIAL TV APPS & SERVICES
4

5. WHAT SOCIAL TV MEANS
TO VIEWERS
S13. What does the term „Social TV‟ mean to you? Base: All Respondents. N=1566 5

6. WHAT IS SOCIAL TV

7. WHAT IS SOCIAL TV

8. SOCIAL TV AUDIENCES SHARE
THREE RELATED OBJECTIVES
―I want to talk about shows like
Jersey Shore with all my friends as I
watch. If I didn’t then I would feel
really left out‖
Communicate
Ashley S, 17,
Favorite Show: Jersey Shore
―It’s TV that’s interactive.
You can follow the
―It’s great to read the Facebook page or show
comments of others on Twitter. You can vote
who are watching the or watch clips. It makes
same show because you feel part of TV, rather
Check Consume
sometimes another than just watching it‖
viewer can pick up on
Comments Content
Jean L, 26,
something you missed‖ Favorite Show: Criminal
Jason B, 34, Minds
Favorite Show: Jersey
Shore
8

9. SOCIALIZING ABOUT TV: Communicate
MANY WAYS AND MEANS Check
Comments
Consume
Content
Most popular weekly+ TV activities (all shows)
Watch TV in same room as others 85%
Search online for supplemental info/content 61%
Watch TV show clips on social networks 58% Teens more likely to
Chat about what's on via text message 57% watch clips on social
networks (77%);
Access info on IMDB, Wikipedia, etc. 57%
A35+ less likely (44%)
Chat about what's on via the phone 56%
Visit network websites 53%
Comment on SNS about what's on 51% ―When I’m watching Jersey
Shore, I have Facebook chats
'Like' or ‘favorite’ shows I watch 49% with 10 friends and I’m texting a
IM or FB chat about what’s on 47% dozen people, and I can be on
Read SNS comments from cast 45% the phone to my best friend‖
Ashley S, 17,
Read trending show topics 35% Favorite Show: Jersey Shore
Email about what's on 34%
S18: “How often do you undertake each of the following activities related to TV shows that you watch?” Base: All Respondents. N=1566
*Show: TV show that Tier 1s use Social TV service with, that Tier 2s communicate about the most, that Tier 3s watch most
9

10. COMMUNICATION: SOCIAL Communicate
TV INCREASES CHAT OPTIONS Check Consume
Comments Content
Pioneers & Socialites Isolationists
Interest in Social TV chat options Use Interested
[Base: Public & private chatters] Private chat 10% 26% 5% 6%
Public chat 6% 23% 4% 8%
Chat directly through the app/service 56%
Less interest
Facebook chat 53% for teens
(~45%)
Text message/Group text/Group me 50%
Skype 38%
Q19: Imagine the producers of the show you [use Social TV service with/communicate about the most/watch most] created a
10
new app/website for the show. How interested would you be in using the following functionalities within it? (Top 2 box)
Base: Respondents who use public or private chat or are interested in the functions. N=640

11. CONTENT: VIDEO DOMINATES Communicate
SUPPLEMENTAL EXPERIENCES Check
Comments
Consume
Content
Pioneers & Socialites Isolationists
Interest in show content types Use Interested
[Base: Supplemental info seekers] Extra info 11% 42% 5% 24%
Full episodes 88%
Sneak peaks of new episodes 75%
Highlight clips 71%
Less interest
for teens—but
Blogs/behind the scenes info 71% still a majority
More interest
Synchronized experiences 64%
for A45+
IMDb info etc. 63%
Cast photos 59%
Less interest
Clothes/furniture info 50%
for males
Q19: Imagine the producers of the show you [use Social TV service with/communicate about the most/watch most] created a new
app/website for the show. How interested would you be in using the following functionalities within it? (Top 2 box)
Base: Respondents who already do access supplemental content or are interested in this function. N=777 11

12. CONTENT: TRIVIA & CASUAL Communicate
GAMES Check
Comments
Consume
Content
Pioneers & Socialites Isolationists
Interest in show games & polls
Use Interested
[Base: TV gamers &
Extra info 11% 42% 5% 24%
supplemental info seekers] Games 6% 28% 3% 13%
72% 71%
55%
51%
Teens more interested in
voting/seeing poll results (62%)
―It’s good to see if I know
them [show characters] as
much as I think I do.‖
Catherine N., 18,
Favorite Show: Chopped
Trivia Casual Vote/see poll Submit
games results questions
Q19: Imagine the producers of the show you [use Social TV service with/communicate about the most/watch most] created a new
app/website for the show. How interested would you be in using the following functionalities within it? (Top 2 box)
Base for „Trivia „& „Casual games‟: Respondents who play games related to TV show or are interested in this function. N=476
Base for „Vote‟ & „Submit questions‟: Respondents who already access supplemental content or are interested in this function. N=777
12

13. CONTENT: MANY REWARDS, Communicate
MANY WAYS TO EARN Check
Comments
Consume
Content
Pioneers & Socialites Isolationists
[Base: Points/rewards Use Interested
earners] Receive points/
4% 46% 2% 26%
rewards
Interest in incentives...
Free merchandise 73%
Signed cast pictures 68%
Merchandise discounts 61%
73% of
Access cast web chat 59%
teens
Competition entries 56%
Exclusive video clips 56%
Physical badge 44%
Virtual badge 32%
LEFT CHART: Q21 “How interested would you be in” RIGHT CHART: Q22 “How interested would you be in doing the following in
order to earn points or other rewards?” (Top 2 box) Base: Respondents who already earn points/rewards or are interested. N=732 13

14. COMMENTS: CAST & CREW, Communicate
FRIENDS & FAMILY Check
Comments
Consume
Content
Pioneers & Socialites Isolationists
Interest in sources of comments Use Interested
[Base: Comment readers] View
comments 8% 31% 4% 10%
#1 CAST & CREW 54% are interested in seeing
visualizations of social
activity during a show
#2 PEOPLE YOU KNOW
(e.g. charts with volume of key
phrases, most talked about
moments on Twitter/Facebook)
#3 CELEBRITY VIEWERS
#4 MOST POPULAR COMMENTS ―I love reading Daniel Tosh’s
tweets while watching Tosh.0. It
gives the show a whole other
#5 ALL FAN COMMENTS dimension”
Sean C, 24,
Favorite Show: Tosh.0
Q20: “Please rank the following comment types in order of importance from 1 (most interested) to 5 (least interested)”
Base: Respondents who already read comments/trending topics or are interested in this function. N=546 14

15. SOCIAL TV FOSTERS SHOW
DISCOVERY
―If you see nine comments and ―If a handful of people are
people are posting, it makes you talking about a show, it will
want to see what the show’s interest me. Like I’ll watch
about.‖ clips of shows that I don’t
– Ashley S, 28 normally watch if people
are talking about it on
Facebook‖
– Mindy, 24
―Sometimes I don’t notice
something’s on TV, but
someone put a comment ―I think I’m watching more
on Facebook, and Facebook
TV because I see on
got me to watch it.‖ Facebook that a friend
– Jonathan, 31 recommended a show,‖
– Ray, 46
15

16. SOCIAL TV AND LIVE VIEWING
Frequency of using Social TV service when watching the show it’s used with
Never
6% Every Time
18%
Occasionally
44% Most Times
32%
Q10: “Please tell us how often you use … while watching …”
Base: Tier 1 Respondents. N=517. 16

17. SOCIAL TV AND LIVE Communicate
VIEWING (cont.) Check
Comments
Consume
Content
When viewers expect to use Social TV features
Before Show During Show Ad Breaks After Show
Check In (38%) Private Chat (50%) Extra Info (41%) Extra Info(59%)
Extra Info (34%) Public Chat (50%) Private Chat (39%) Games (57%)
Games (27%) Check In (48%) Public Chat (36%) Post Clips (56%)
Private Chat (25%) Extra Info (40%) View Comments (33%) View Comments(50%)
View Comments (25%) View Comments (39%) Post Clips (32%) Private Chat (38%)
Public Chat (22%) Post Clips (32%) Games (29%) Public Chat (36%)
Post Clips (16%) Games (20%) Check In (24%) Check In (17%)
Q17: “If you had an app/website for the show you [use Social TV service with/communicate about the most/watch most]
at what times would you expect to use the app for each of these activities?” 17

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co-viewing community content conversation co-viewing competition
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Implications
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community chat commentary co-viewing conversation cash-in community
content conversation cash-in cross-platform co-viewing community content
competition content clips connected check-ins co-viewing cross-platform
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19. connected cross-platform co-viewing conversation content clips community
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Thank you
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co-viewing cross-platform chat community content conversation co-viewing
community chat commentary co-viewing conversation cash-in community
content conversation cash-in cross-platform co-viewing community content
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cash-in connected cash-in channels check-ins community conversation clips
clips cash-in community commentary
chat connected check-ins cash-in