Social Tv Workshop at 1eee_ccnc_jan6_final

8/7/2019 Social Tv Workshop at 1eee_ccnc_jan6_final

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SOCIAL TV Workshopat IEEE CCNC 2011http://cms.comsoc.org/eprise/main/SiteGen/CCNC_2011/Content/Home/call_for_papers/Workshop/Social_TV.html#Top

Social TV Business model :an advertisers point of view

How social media networks and connected television transform global TVadvertising, pay-TV, EPGs and broadcasting

A lexical analysis of the blogosphere conversation around

Social TV and the new value chain of broadcastingSunday, January 6th2011


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Presented by

Francois Bedard, CEO & Founder, Plan B Developpement IncSenior strategic planner, transmedia experience

In collaboration with :

Tyler DeAngelo, integrated creative director of De Vito / Verdi

Atallah Mourad, president of Sequence Factory

Zachary Devereaux Chief Analyst of Nexalogy Environics


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More possibilities with technologies

means more personalized media !!!


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CMO is surrounded by a galaxy of choices

Source : BCG : John R. Rossiter and Peter J. Danaher, Advanced media Planning,

Kluwer Academics Publishers, 1998, BCG Analysis


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and want more effective solutions to reach and engage

78% of advertisers feel that traditionaltelevision advertising has become less

effective in the past two years.ANA and Forrester Research, Inc.

By 2010, we estimate,television advertisingcould be only 35% as

effective as it was in 1990The McKinsey Quarterly


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TV Advertising has the best perception for persons 18+

6Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

Most Persuasive


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Consumers are beginning in a very real sense to own ourbrands and participate in their creation we need to learn

to begin to let go

PS : we need a deeper understanding of consumer behavior- A. G. Lafley, CEO and chairman of P&G, October 2006

What worked today will not work tomorrow.

Marketing is changing very fast


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A third phase begins for the video industry

Access

Terminal = TV

Network as technical providerThe TV channel is the

gatekeeper

Digital managed networks

Multichannels providers asgatekeepers between

TV channels and viewers

Network gatekeepers

bypassed by Internetservices and challenged

by device managers

Usage

All Live

CollectiveOn the TV set

Theme channels introduce

educated viewers to off-liveOn multiple TV sets

Any time & AnywherePersonal TV

Shared in my networkOn any terminal

Services Broadcast television Multichannel televisionCatch-up & VOD

Enriched TVVideo social networking

FundingTV channel subscription

TV package subscription

TV Channels Public funding

TV channels advertising

Program advertising

Program purchase

Key playersRightsholders

Broadcast TV channels

Rightholders

Packagers/Network operators

RightholdersDevice manufacturers

Search engine

Social networks

Analog TV Digital TV Internet TV


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Understand screen distinct personality


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Our research

Search Terms:

Social TV

Smart TV

IPTV

Connected TV

Interactive TV

Total posts / Unique postsOverall (Future of TV): December 1, 2009to November 30, 2010

Total: 11,777 Unique: 10,957

Sub-Analysis 1 (Future of TV): October 1,2010 to November 30, 2010

Total: 3670 Unique: 3415

Sub-Analysis 2 (Social TV NOW):December 1, 2009 to November 30, 2010

Total: 2307 Unique: 2302

Based on a limited keyword search

within the overall dataset collected

Stop words:

Data was collected without the followingterms: cipro cialis viagra indiatimesexcitingads bollywood pinoy-

tambayan lavernia

A lexical analysis of the blogosphere conversation aroundSocial TV and the new value chain of broadcasting


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Key points

There is a major debate about how much interactivity is the rightamount of interactivity for TV

There is also debate about the cost and social differences betweenInternet Protocol TV and cable or satellite TV provision

The major question is whether or not appointment or linear

TV is coming to an end?

Both linear and on-demand programming can co-exist

but there is absolutely no way we can say that linear

programming will last

Robert Andrews, UK editor at paidContent


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Lexical Map Future of TV over a year

Value Chain :Seen as ending viewing appointments in favor of on-demandviewing.

The discussion does not specifically name providers but covers the relationshipof delivery, distribution and provision to customers and advertising.

Broadband and delivery are closely associated, as are digital and cable. This is

the discussion that compares / opposes broadband to cable. Telecom, subscriber, wireless are at the far left of the map.

Home entertainment through television is a theme related closely to game butalso to interactive.

There is a lot of blogosphere debate on the topic of whether or not people really wanttheir TVs to be interactive.


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Lexical Map Future of TV over a year

Content Application:Social TV includes cross-platform interactivity.

Content is the most resonant subject. It is closely associated with internetnetwork, mobile, stream, and software.

Web connectivity and search via paltforms, applications and interface are the issues,and download is a significant activity.

BBCs Youview and Intel are the two resonant brands. Intel is resonant as theapplications processor for Smart-TV and as an investment backer in the sector.


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Opportunity : Creating Connected Experiences


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Nothing newwith the TV Business model


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Our study has shown that ...

This means that TV is no longerbounded by locations or platforms, but

the contours of social networks.


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The main genres apt for social TV areaffected by this dynamic of

social appointments


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Over the Top service (OTT) is currentlymarked by multiple provider

competition, but in the future it islikely that the vast majority of

televisions will be

Social-TV enabled.


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Content is the driver,

not the business model


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Thank you ;-)

Francois Bedard

President & founder, Plan B Developpement Inc.

[email protected]

Blog . francoisbedard.posterous.com

Twitter : http://twitter.com/francoisbedard

Linkedin : http://ca.linkedin.com/in/fbedard + The Connected TV Project group

Social Tv Workshop at 1eee_ccnc_jan6_final

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