bridgemediatech.com mashtv.es

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Augmented TV the responses to audience changes a new experience driven to the viewer and an opportunity for TV Networks

Andrés Mazaira amazaira@bridgemediatech.com

crtvg.es

“Any sufficiently advanced technology is indistinguishable from magic”. Arthur C. Clarke, "Profiles of The Future", 1961

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Who we are #1

The Laboratorio de innovación audiovisual de Galicia, promoted by CRTVG, aims to be an open platform for networking with diverse people, organizations or institutions for experimenting

with new media and new formats.

Through the laboratory the TVG and the RG has become on a great

test platform, that can be use by innovators projects from Galcian ICT company and entrepreneurs.

We are Who

Our tech platform permits create, develop and provide the new experiences the current viewers are looking for : more complete, interactive, personalized, participatory and integrated with their social

contacts, though a second screen whilst they watch television.

We build

Augmented TV A new way of watching TV, more social, fun, interactive and personalized;

focused on enhancing the viewer experience, adapted to the preferences of the current viewer,

That permits incorporate the new tv viewing habits to the TV networks business models

developing a new kind of relationships between audience and the media stakeholder (TV networks, content’s producers, advertiser)… and accommodate new players: big retailers, apps developers, gaming ...

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is a galician company that has developed a proprietary technology that allows to join two existing major media: TV (and radio) and the Internet., synchronizing automatically a mobile device

connected to the Internet (laptop, smartphone or Tablet) with the TV.

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TV system stakeholders #2

are changing…

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TV is passive, doesn´t integrate the new habits of the digital citizens (ecommerce habits, social networks, participation..) and dumb (it doesn´t recognize viewer´s preferences bothering them with irrelevant proposals and ads).

Viewers don´t have the opportunity to build their own TV experience (something particularly relevant in live programs).

They want to have a differentiated and personalized treatment and they don´t like spam.

are tired of not measurable neither result-oriented campaigns… they have a lot of doubts about the robustness of the systems used for measures the real audience of their ads

Current TV has not managed to integrate the sales moment (ecommerce),; what has driven away from TV many great retailers, especially internet retailers

Advertisers

TV Networks need new ways to relate to their audience., adapted to their new habits. Current TV makes very difficult to deliver the new transmedia products necessary to build a stronger engagement of the viewers with their offer. need to have differentiated treatment for the different viewers to increase their loyalty and for rethinking their business model. need robust and personalized data about viewer’s habits, insights and behaviors in front of the TV.

Viewers TV has changed very little over the last years and does not meet the expectations of many viewers.

want and need a new way for build relationships one to one with their viewer/customer

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Spain shows a higher level of adoption of mobile devices connected to internet than UE

Estudio Mobile Life de TNS, Junio 2012

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mobile devices are intensively used to connected to internet

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mobile devices that are intensively used…….at home

places where they connect to internet ���smartphones

: V Estudio IAB Spain sobre Mobile Marketing:

places where they connect to internet tablets

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people use connected devices whilst they are watching TV

Fuente: Estudio Mediascope Europe de IAB, Junio 2012

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a trend that has a long journey considering the habits of owners of tablets and smartphones ���and the growing number of intended users of this devices

(*) % porcentaje de propietarios de tablets y smartphones que utilizan dicho equipamiento mientras ven la TV al menos varias veces al mes (Fuente: Nielsen (http://bit.ly/HhAoYA)

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The Response #3

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we have A property Automated Content Recognition system (ACR) via audio analysis that identifies in 2 to 3 seconds which TV channel (or radio) the viewer is watching (or listening), and then synchronizes its TV (or radio) with his smartphone, laptop or tablet connected to internet (our ACR allows to detect both live and recorded programs).

developped

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Automatic Content Recognition (ACR)

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Personalized contents

Personalized ad

Integrate it in #4

our first beta

mashtv.com

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is a second screen multiplatform, built around Bridge Mediatech´s ACR. It permits to know, continuously, and immediately, what is watching the viewer and synchronizes a second screen with TV

Using the mashTV app, viewers could access to additional information about the programs, find out what their friends are watching, chat with them, share their opinions, check what people are saying at social networks about the shows, get customized contents (e.g. images taken by the camera following Fernando Alonso which are not being broadcast) or shop on-line (e.g. buy Messi's boots when he scores).

Through the synchronized second screen, we can forward to the user, in a personalized and non-invasive way, additional contextualized information or ads from products of their interest or redirect him/her to ecommerce pages.

Behaviour data of mashTV users will be registered in our database, allowing us to profile their TV habits.

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a companion app

…..especially for tvg programs

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Mashtv added new digital experiences to TVG programs

mashtv analyzes the signal of live TV

put together contextual (and sometimes exclusive) contents, in a non invasive way

an augmented the TVG programs

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mashtv is socialtv too

social epg

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The second screen, as a HUB for the a new TV experience

Tv Commerce

social networks integration

Additional contents

know audience and viewer behavior

notifications adapted to viewer situation

Audience Interaction

1:1 Advertising

relationship management

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The Opportunities

#5

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discriminating the enrichment degree of the TV experience according with each viewer´s habits

Provides to TV networks real and verifiable data related to the activity of the user/audience

Effectively fosters loyalty

Create their own relationships spaces for building new kind of relationships between stakeholders of tv sector (especially with the viewer).

initiatives are in direct response to new TV viewing habits and play a key role in:: -  Integrating the second screen in their business models, defining a real and

complete strategy for it, -  Preventing viewers from drifting and retaining the interest of a multistaker

viewer in a multi-screen environment. -  Expanding and engaging the audience.

-  Creating feedback loops between TV and second- screen content

Second-screen  

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ACR

Thanks for your attention…. Andrés Mazaira @amazaira

amazaira@bridgemediatech.com

mashtv.es

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