This Week in #SocialTV: From Second Screen to One Screen

Google balloon

Is the future of Social TV on one screen?  Is the future of the six second video, a fifteen second video?  Is the future of connectivity at 80,000 feet?

The Future

“Ask a television viewer to describe the perfect living room world, and s/he would likely say unlimited content on demand for free and with no ads.”  “Streaming Won’t Change TV As Much As Viewers Might Hope, Say Companies”

“Just as cameras have been built into cellphones and GPS units into car dashboards, social interaction will soon be built into the same screen where content is viewed — whether on a smart TV, ultrabook, tablet, smartphone, game console screen or the next device du jour.”  “In this single-screen world, users will be able to form ‘viewing circles’ where friends and family anywhere in the country can get together to watch their favorite TV programs in real time.”  “Combining chat, social networking and search on the same screen that’s streaming your content is a logical next stop on the Second-Screen Express.”

“Social TV is about to get smart.” “Video content discovery solutions provider Jinni, has announced the release of Watch together, the first effective social discovery feature to recommend content that suits the tastes of more than one viewer.”

“Social TV use increases as Facebook follows Twitter’s lead.”  “Twitter led the way to social TV as early as May 2012, when the company announced its partnership with ESPN, providing the popular sports network with its now renamed Twitter Amplify sponsorship program that features videos.”  “Facebook promised it would offer users the hashtag feature so they can search easier, as this Digital Journalist reports. The official roll out came on June 13 when Facebook announced the feature and citing a Nielsen study that shows 29 percent of television viewers post to Facebook while viewing.”

“The upfront has moved at a snail’s pace this year, with two broadcast networks, ABC and NBC, still in negotiations three weeks after the selling season broke.”  “The only significant area of growth in the coming year will be internet, which is seeing a lot of dollars moved from traditional media including magazines, newspapers and radio.”  “So far television isn’t seeing the same drain from new media, and in fact has gotten a boost by selling cross-media packages that include mobile and online ads with offline buys.  But it is suffering from decreasing live viewership as people increasingly use DVRs to record shows or catch up with missed episodes online. That’s led to ratings declines and thus a smaller amount of rating points to sell to advertisers.”

“ESPN reached nearly three in four American men with its TV and digital properties in February. The data also shows the brand reached close to 60% of all adults.”  “The totals come to 85 million men (72%) and 136 million adults (57%). The data is from Project Blueprint, a five-screen measurement initiative that ESPN is undertaking along with Arbitron and comScore.”


Using to analyze Social TV in the UK.

“Coverage with a network of stratospheric platforms may be cheaper than satellites and more flexible as well—the better to be deployed quickly where and when the platforms are needed. “You might have platforms sitting somewhere in a warehouse, and within 24 hours you could load them with whatever you need and fly them where they are needed,” Tozer says.”

The Battle of Short Video

“Is 15 seconds better than six? Comparing Instagram video and Vine”  “Ultimately both will hope to do better than Viddy and Socialcam, two former darlings of mobile video who have now disappeared without trace. And let’s not forget that there’s another video app out there that’s more popular than either Vine or Instagram: it’s called YouTube.”

“The timing of 15 seconds is very interesting. They know that advertisers have a historical comfort level with purchasing 15-second spots,” Rachel Tipograph, director of global digital and social media for Gap, told Mashable in an interview. “I don’t think that number was random.”

How Instagram Remade Photography (And Could Do The Same For Video)

“Instagram now has 130 million monthly active users, co-founder Kevin Systrom revealed Thursday at Facebook. Those users have shared 16 billion photos on the service since it launched in late 2010 and Liked 1 billion posts every day.”

Vine adding features: “Full-screen videos rather than the smaller box-like ratio we’re used to. There’s also text slapped inside some of the photos themselves, which is interesting (if not a nod to Snapchat’s text features).”  “Perhaps a hint of a private messaging feature to come? Users can send private messages on Twitter (and again, private videos on Snapchat), so perhaps Vine wants to incorporate that ability in its own app as well.”

Second Screen

Nielsen: “General web searches (76 percent) and general web browsing (68 percent) are the main second-screen activities, but almost half of tablet owners are also using the web to look up info on what they’re watching.”

Rdio surprised almost everyone last month when it launched Vdio, a new service for buying or renting digital copies of movies and TV shows.

“Turns out that people mostly just want to use their television sets to, y’know, watch TV. So much for the smart TV. Instead, tablets are turning into tomorrow’s set-top box.” “The TV needs to be more like a docking station,” Paul Gray, analyst for DisplaySearch, an NPD company, told me. “It needs to play nice with these mobile devices.”  “Having an app that knows your viewing habits could be useful when you’re traveling. Imagine connecting your tablet to the TV in a hotel room and immediately having the same viewing experience you have at home.”

“Overall, smartphone users spend an average of nine hours each month accessing social media just from their phone, while tablet owners use these devices for social media an average of four hours each month, according to the Q1 2013 Cross-Platform Report.”–how-second-screens-are-transforming-tv-viewing.html

“In a move that beats ITV to the punch, Channel 4 will launch a dedicated iOS app that will work across the vast majority of its live TV programming and be integrated with Twitter.”

“Comcast, the country’s biggest pay TV provider, says it will do the same thing, along with lots of other ideas you’ve seen elsewhere: Voice control, integration with third-party apps like Pandora, “social TV” features, etc.”

“Meet the Press viewers using the second-screen app Zeebox will be presented with exclusive content sponsored by Shell, including photos from the Sunday talk show and surveys centered around information presented on the program.”

“Though Netflix may have emerged as the frontrunner when it comes to original streaming content, what with the successes of House of Cards and Arrested Development, don’t expect Amazon to be following in its footsteps entirely. You won’t be able to binge watch their new series Alpha House.”  “The current Netflix strategy eliminates watercooler chat, it saps the experience of speculation, of theorizing, of cautious optimism or nervous despair. The all-at-once release does a number on conversation, essentially, and conversation seems to be a large part of why many people watch television these days.”  “Now, they’ll seek to make appointment television online.”  “It hasn’t been entirely determined how they’ll put it out. But it will be a different model.”


“Can it really be true that 40% of American smartphone and tablet users log onto a social network when tuning into the tube?  Apparently so – and HBO’s cult hit Game Of Thrones is a great case study for just how crucial a role social media plays in modern TV.”


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s