social tv, the second screen

Social TV, the Second Screen

Learning Module No. 7Issues in Contemporary MediaICM – 501Oct. 12, 2015

LM7 Issues in Contemporary Media ICM 501

#SocialTV or #SecondScreen Disrupting Television Engaging Viewers What's at Stake The Players The Season

LM7 Issues in Contemporary Media ICM 501

Users watch programming and share in real time using social platforms

Why is this a thing? 21

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If you have ever commented on a TV show in real time using Facebook or Twitter or another platform, you are part of the Social TV phenomenon.

If you used a laptop, mobile phone or a tablet, you are part of the Second Screen phenomenon

(Still room to grow as less than 25 percent of television watchers share on social media)


87% of consumers use more than one device at a time.

Globally, the smartphone is the most frequent companion device scoring 57% overall.

In North America, a laptop/computer was used more frequently for simultaneous viewing (59% vs. 42% for smartphones)

https://www.accenture.com/us-en/insight-digital-video-connected-consumer


“TV’s undisputed popularity as the go-to entertainment device is ending. Now, as viewers shift their allegiance to other devices, media companies must identify new ways to package content

and share it across multiple screens.” Digital video and the connected consumer

Accenture Consulting (2015)


With over a billion Facebook, Twitter and mobile messaging users discussing their TV viewing on second screens, Social TV is crucial for ratings success and advertising effectiveness.

Accenture Consulting (2015)


Twitter vs. Facebook Twitter dominates Social TV “Twitter has – and will continue to have – a special

relationship with the broadcast TV industry. This is particularly true within the genres of sports and news.”

– SocialTV Index Report by Ring Digital 2015


“Amongst consumers that have ever used social media to vote, post, share or comment about something on TV, 75.6% have used Facebook to post TV related comments, up from 70.4% seven (7) months ago. 25.4% have used Twitter for the same purpose, and that's down 8.6 percentage points – a drop of 25%.”

RingDigital.tv/socialtv-index (Over 25% of all consumers have participated in SocialTV behavior)


Facebook and others are encroaching

Others include: Snapchat, Whipclip, Clipit, Meerkat, Periscope


The stakes Advertising market Industry


The advertising spend in the U.S., is nearly $187 billion, with digital accounting for just under 30% of that — 28%, or $52.8 billion, nearly $30 billion behind TV ad spending.

However, growing at a rate of 13% this year, and up 2.5% on 2014’s share, digital remains the fastest-growing of any category. TV is down -0.6% on 2014.

Global ad spend is at $592 billion. (Strategy Analytics report)

http://techcrunch.com/2015/01/20/2015-ad-spend-rises-to-187b-digital-inches-closer-to-one-third-of-it/


Fall Shows “Scream Queens” is crushing social with 330,000 tweets about the show before September.

Top (1k T/Month) The Muppets, ABC Heroes Reborn, NBC Blood & Oil, ABC Quantico, ABC Supergirl, CBS

Middle Best Time Ever with Neil

Patrick Harris, NBC Minority Report, Fox Blindspot, NBC Grandfathered, Fox Rosewood, Fox

Low Life in Pieces, CBS Limitless, CBS The Player, NBC The Grinder, Fox Code Black, CBS Dr. Ken. ABC

https://blog.tweetreach.com/tag/social-tv/


Social TV Metrics, Nielsen


TV Networks and social media

https://www.brandwatch.com/2015/08/research-social-insights-on-the-television-network-industry/


“Largely because of social media, TV is becoming an interactive, communal experience. And in an unexpected throwback to the earliest days of television, the best stuff, rather than playing out whenever we like, is best experienced live, because that’s when everyone else is watching, too.”

http://www.nytimes.com/2015/10/05/business/media/social-media-takes-television-back-in-time.html?referer=http%3A%2F%2Ft.co%2F2P2mp6ltAj&_r=0


Blowback on JenkinsThe democratizing promise of increased audience participation (Benkler 2006; Bruns 2008; Jenkins 2006) has in recent times come under scrutiny as scholars suggest the facilitators of collaborative online spaces may reject the political shift of convergence culture (Hay et al. 2011).

By examining the impact of social TV, that is audience members participating in content through commenting and co-creation, it is also indicative of how public service media policy can be seen as what Brevini (2013) terms PSB 2.0.

Hutchinson, Jonathon. The impact of social TV and audience participation on national cultural policy: Co-creating television comedy with #7DaysLater [online]. Communication, Politics & Culture, Vol. 47, No. 3, 2015: [21]-33. Availability: <http://search.informit.com.au/documentSummary;dn=113683888062009;res=IELHSS> ISSN: 1836-0645. [cited 11 Oct 15].

Read the paper:http://www.rmit.edu.au/media/public-site-media-production/documents/college-of-design-and-social-context/schools/media-and-communication/cpc-journal/volume-47-issue-3/CPC-vol47-no3-3-Hutchinson.pdf


The Future of Social TV

“The horse has bolted for audience banter. Twitter dominates live TV, but I think Facebook could do more to leverage the power of their network, and the rich data and media its users have posted over the years. They could work with studios and broadcasters to create new kinds of shows where Facebook users are both the participants, and the audience.”

– Leslie Nassar, Wrangling Cats Design, for ABC

https://www.mediaweek.com.au/facebook-wants-to-take-on-twitter-to-control-social-tv-is-it-too-late/


The Future of Social TV “It is most likely that a completely new development, which can’t yet be imagined, will emerge to set a new standard for online social interaction. The current state of Social TV is in such a manic phase of rapid growth that only time will reveal the full potential of the industry.”

http://www.torrezriley.com/projects/researchpaper/SocialTVpaper.pdf


Assignments Follow your favorite TV program or television series. Pick a TV show (news, or

reality or drama). Identify the social TV elements used by the show. Watch the show and participate in the realtime conversation. Make sure you tell how you did that (devices, platforms).

Explore the social media efforts associated with the television program. What are the social media hashtags? How do you engage on a social media platform? Describe the buzz surrounding the show on Facebook, Twitter and other platforms

Measure the conversation in ratings and in engagement.


The Future of Social TV Show you understand Social TV by designing a campaign for a local 11PM

news broadcast or an educational program on Public TV. Pick the content you will use, hashtags and platforms, and defend your choices. Identify the show and describe their current usage of social media. Explain how you would measure the success of the campaign over time and pick your metrics for success. (Video submission should be 5 minutes)

social tv, the second screen

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