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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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Our study has shown that ...
The main genres apt for social TV areaffected by this dynamic of
social appointments
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Our study has shown that ...
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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Our study has shown that ...
Content is the driver,
not the business model
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Thank you ;-)
Francois Bedard
President & founder, Plan B Developpement Inc.
Blog . francoisbedard.posterous.com
Twitter : http://twitter.com/francoisbedard
Linkedin : http://ca.linkedin.com/in/fbedard + The Connected TV Project group