SOCIAL TV Workshop

at IEEE CCNC 2011

http://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 TV

advertising, pay-TV, EPG’s and broadcasting

A lexical analysis of the blogosphere conversation around

Social TV and the new value chain of broadcasting
Sunday, January 6th 2011
Presented by

• Francois Bedard, CEO & Founder, Plan B Developpement Inc

Senior 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
More possibilities with technologies …

… means more personalized media !!!

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
and want more effective solutions to reach and engage

“ 78% of advertisers feel that traditional

television advertising has become less
effective in the past two years.”
ANA and Forrester Research, Inc.

“By 2010, we estimate,

television advertising
could be only 35% as
effective as it was in 1990”
The McKinsey Quarterly
TV Advertising has the best perception for persons 18+

Most Persuasive

Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. 6
Marketing is changing very fast

What worked today will not work tomorrow.

“Consumers are beginning in a very real sense to own our

brands 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
A third phase begins for the video industry

Analog TV Digital TV Internet TV

Any time & Anywhere
All Live Theme channels introduce
Personal TV
Usage Collective educated viewers to off-live
Shared in my network
On the TV set On multiple TV sets
On any terminal

Terminal = TV Digital managed networks Network gatekeepers

Network as technical provider Multichannels providers as bypassed by Internet
Access The TV channel is the gatekeepers between services and challenged
gatekeeper TV channels and viewers by device managers

Catch-up & VOD

Services Broadcast television Multichannel television Enriched TV
Video social networking

TV Channels Public funding TV channel subscription Program advertising

Funding TV channels advertising TV package subscription Program purchase

Rightholders
Rightsholders Rightholders Device manufacturers
Key players Broadcast TV channels Packagers/Network operators Search engine
Social networks
Understand screen distinct personality
Our research …
A lexical analysis of the blogosphere conversation around
Social TV and the new value chain of broadcasting

Search Terms: Total posts / Unique posts

Social TV Overall (Future of TV): December 1, 2009
Smart TV to November 30, 2010
• Total: 11,777 Unique: 10,957
IPTV
Sub-Analysis 1 (Future of TV): October 1,
Connected TV 2010 to November 30, 2010
Interactive TV • 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 following
terms: “cipro” “cialis” “viagra” “indiatimes”
“excitingads” “bollywood” “pinoy-
tambayan” “lavernia”
Key points
• There is a major debate about how much interactivity is the right
amount of interactivity for TV

• There is also debate about the cost and social differences between
Internet 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

 Overall discussions on “Future of TV” over a year
press
audio
Content Application
Value Chain 2011

air
create release
development build
youview
management make developer
design expect
industry integrate store
support develop application
bbc information
win open yahoo
key consumer subscription
deliver launch report
experience download
solution market platform interest drive interface future
increase enable easy
world website
customer pay real partner
base widget project
system technology view
advertise
apple
delivery distribution video user
interactive device web marketplace
verse plan broadband network stream relate connect roku
protocol provider company content product canvas
time service work transmedia
hour intel search
demand internet app google hbbtv
telecom iptv free access
subscriber offer room mobile
operator year android hdmi
medium tvs bring
broadcast digital software
wireless sony
people boxee
announce share
microsoft viewer social
cable business add samsung
xbox screen music
channel top set
large online videos
television
program feature smart logitech
home buy
entertainment iphone control
satellite live play show
event 2010 site netflix revue
computer quality movie
game watch full hdtv
smartphone
group read youtube standard
sport studio
november ott picture
local box link
good 1080p
series player lead
facebook
window
twitter
dth chat phone ipad
news call
guide late
blog great follow
remote
price
Social Mobile
friend
dish radio post
list
update
direct find
review User Experience

* November 2010
Lexical Map – “Future of TV” over a year
• Value Chain :
Seen as ending viewing appointments in favor of on-demand
viewing.

– The discussion does not specifically name providers but covers the relationship
of 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’ but

also to ‘interactive.’
• There is a lot of blogosphere debate on the topic of whether or not people really want
their TV’s to be interactive.
Lexical Map – “Future of TV” over a year

• User Experience:
Broadcasting model is changing rapidly.

– Internet and interactive video content is the centre of this conversation.

– Entertainment genres are discussed, related to purchase (movie, videos, film,

music, buy)

– Software applications and mobile platforms are related to: consumer

experience, advertising and social functions.
• BBC is a top player and appears in this area.

– YouTube ‘spans’ discussions, while Top Box and DTH (direct to home) are
discussed as services.
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 internet

network, mobile, stream, and software.

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

• BBC’s Youview and Intel are the two resonant brands. Intel is resonant as the
applications processor for Smart-TV and as an investment backer in the sector.
 Publisher Map - Future of Television over a year
trend hunter the la tes t trends
intera ctive multimedia technology
min a va ta r heter a pmel
the inspira tion room
we a re orga nized cha os
digita l intera ctive bra nding los t remote webpronews feed
media week rss feed
techz ulu
ja yesh ja in
webpronews s ocia l media curiously persis tent
guge s wa tching life on internet giga om b2c ma rketing insider
za wya com media news the la test news from the mobile content industry
enterta inment technology center usc derek e ba ird ba rking robot
Intera ctive_TV user experience pra ctice
telecompetitor
sa tnews com worldwide sa tellite news the s ocia lite
techcrunch europe giga om pro infra structure web design cool
rea dwriteweb jobs content technology opera tors innova tion consulting
la test news ra pid tv news
sports video group pa idcontent uk invoke intera ctive a gency
pressitt bbc internet blog
techcrunch
web tv wire socia l wizz
giga omvideo
a lca tel lucent rss pres s relea ses pa idcontent Socia l_TV
india broa dba nd forum feed widgets me giga omtech crunchgea r
duba icityguide com news feed
la tes t a rticles on ezinema rk com y not sha re
digita l tv news electrictv com
explosive expos ure pla sma lcd tv reviews ca ble uk news
a la n qua yle weblog broa dca s t engineering rss feed Connected_TV
mingle media tv network community from the north sea rchca p da ily sea rch engine news reca p
cfps on communica tions wikicfp bbc bbc internet blog broa dba nd tv newsnews line
connections blog
iptvision
the filter tea m blog tvover net ubergizmo
rea dwriteweb top tech news la test techweet
media ca s ter ma ga zine hea dline news a dva nced television
von xcha nge s ite wide content feed
christia n toda y a ustra lia screen digest genera l feed untitled
united sta tes of a merica tra de shows united sta tes of a merica tra de fa irs united sta tes of a merica tra de events united sta tes of a merica bus iness exhibition it code news
news from connected pla net online news on news google news net
world s mos t ra re tricks
the s tew ga dgets a nd technology informa tion
voip providers review news the equity kicker gtvhub com venturebea t
the next web
ha ncinema da ily news a nd upda tes IPTV thoughts from the s idelines newteevee tv a pps a nd widgets ma rketpla ce the future of socia l tv sma rt tv a nd connected tv
teknerve blog ma verick
pisga h view
online tv ra pid tv news rs s feed techwa tch tech news digita l sa tellite tv 3dtv hdtv iptv ca ble computers ga mes mobile phones broa dba nd internet telecoms voip usb a nd wireless
sa tellite televis ion dis cussion forum for india n dth services c ba nd ku ba nd reception a ll forums tg da ily la test new stories
ra pidsha re downloa ds pc ma ga zine middle a nd nea r ea s t
broa dca s t la tes t news digita l tech news digita l technology cons umer electronics
s kitter inc le ca rnet internet de nicola s bry Sma rt_TV
sa telliteguys us la tes t itproporta l news technology la tes t news
hugh s news a ndroid community
fresh news public pa ul media
grea t dea ls a round the net dea lna y com 3d tv help
free full downloa ds with hotfile a nd mega uploa d links worldsdown hdtv news hd news
enga dget hd porta ble ga dget
iinet a ustra lia media relea ses
india ndth com direct to home iptv sa tellite ra dio news pa rks a ssocia tes blog
t sys tems news s ma rt tv
fierceiptv
india broa dba nd forum worldwide tech science
iowa pres s s a tellite a nd digita l tv s upport forum
mobilehighlights de
telecom news on 4g wima x ca rrier ethernet iptv mobile a pps a nd os s bs s telecoms europe
mythtv recent cha nges en cnet news com
iptv blog iptv ma ga z ine oluniyi d a ja o
pa na sonic 50 pla sma tv get best dea ls bla cka rrow consulting blogitech
iptv eva ngelist blog fla t screen tv reviews electronics reviews a nd ra nkings web500 us
left right up teletimes interna tiona l tech rea ders
ba s uki online electronics tech com notcot
product reviews net
internet tra ffic ma na gement a power weekly specia l

* Note that the conversation is highly balkanized (IPTV, Smart TV, and Social TV all have dedicated bloggers)
Opportunity : Creating Connected Experiences
Nothing new with the TV Business model …
Our study has shown that ...

This means that TV is no longer

bounded by locations or platforms, but
the contours of social networks.
Our study has shown that ...

The main genres apt for social TV are

affected by this dynamic of
“social appointments”
Our study has shown that ...

Over the Top service (OTT) is currently

marked by multiple provider
competition, but in the future it is
likely that the vast majority of
televisions will be
Social-TV enabled.
Our study has shown that ...

Content is the driver,

not the business model
Thank you ;-)

Francois Bedard
President & founder, Plan B Developpement Inc.
francois.bedard@live.ca
514-996-6030

Blog . francoisbedard.posterous.com
Twitter : http://twitter.com/francoisbedard
Linkedin : http://ca.linkedin.com/in/fbedard + The Connected TV Project group