DISCOVERY INSIGHTS

‘Multi-tasking’ across

technology platforms is

becoming increasingly

commonplace

DISCOVERY INSIGHTS

MULTI-SCREEN LIVING

Linear TV watching continues to rise; The second

screen can be used to complement the first

Across CEEMEA, 52% watch live television through an

online device

On-demand viewing driven by the younger generation

46% in our sample own a smartphone and 21% a

tablet PC but watching TV content is still in its infancy

THE TV RETAINS ITS PROMINENT POSITION IN THE HOME

Internet activities by any means: watching live TV

DISCOVERY INSIGHTS

MULTI-SCREEN LIVING THE SECOND SCREEN IS INCREASINGLY BEING USED TO ENHANCE THE ENJOYMEN T OF TV

TV second screen activities

DISCOVERY INSIGHTS

There is appetite to be

able to watch TV

content anywhere,

anytime

DISCOVERY INSIGHTS

TIME MAXIMISING VIEWERS ARE INTERESTED IN NEW PRODUCTS TO ACCESS CONTENT

Interest in a device that automatically recorded TV shows that might be of interest

66% would be interested in a device or service that could automatically record TV shows that might be of interest

DISCOVERY INSIGHTS

TIME MAXIMISING THERE IS AN EMERGING MARKET FOR BITE SIZED CONTENT FOR THE SECON D SCREEN

Watching TV clips on your mobile phone

“I think media snacking is where TV expands its

reach. So you can grab five minutes of last night's

soap opera when you're on the train to work, or

grab a quick twenty minutes at your work station at

lunch time.”

David Brennan, Media Native

DISCOVERY INSIGHTS

Despite the explosion

of social media, expert

sources remain strong

in viewing decisions

DISCOVERY INSIGHTS

INFLUENCE & SOCIAL TV A MIX OF EXPERT AND PERSONAL

RECOMMENDATION COULD DRIVE

VIEWERSHIP

“You’ll pick up your tablet or smartphone and you’ll

see a new fangled programme guide that gives you

a list based on trusted authority, what friends are

viewing, things that the server recommends for you

based on your profile and also what’s popular …

and you’ll be able to watch it on every device.”

Anthony Rose, Zeebox

Factors that influence what to watch on TV

DISCOVERY INSIGHTS

INFLUENCE & SOCIAL TV SOCIAL MEDIA IS PROVIDING A

VALUABLE ACCOMPANIMENT TO TV

CONTENT

“Many people in TV don’t see the internet as an

opportunity, they just see a threat, the threat of

disruption, but actually it all plays to television’s

strengths, which is why TV survived all the

technologies that were meant to kill it.”

David Brennan, Media Native

Talking about programmes via social networking sites

while watching TV

DISCOVERY INSIGHTS

Over 630,000 fans

4th biggest international page for Discovery

Part of an integrated digital platform

The social version of the TV channel

Regular campaigns to engage fans and promote programming

Organic growth based on rich & exclusive

content

DISCOVERY GOES SOCIAL CASE STUDY – FACEBOOK IN ROMANIA

DISCOVERY INSIGHTS

Discovery designed an app for online

engagement during TV shows – Discovery Social TV

We used it to promote the premiere of “Building

The Shard”, an exclusive documentary

Users would enter the app to get companion

information and discuss the episode while

watching it

The incentive was the possibility to win an iPad

The app was promoted on-air and on Discovery’s

online assets (FB, Twitter, websites)

DISCOVERY SOCIAL TV LIVE ENGAGEMENT APP

DISCOVERY INSIGHTS

The show had no promotion on air or through

other channels; we relied only on the FB app

2,728 new page likes (1,712 on day of premiere -

July 5th)

Over 4000 users installed the app, with a 72% conversion rate

+142% of Prime Time average and 183% higher

ratings than the last 4 Thursday evenings at that time (10 PM)

DISCOVERY SOCIAL TV RESULTS

DISCOVERY INSIGHTS

Media-meshing compliments linear TV viewing,

which continues to rise

New platforms help us create a more complex

experience for the viewer

Time maximising is a key driver

Testtube.com – the most recent example of how

digital video content can complement traditional

TV and create an appetite for Discovery

It’s all about the content!

DISCOVERY EXPERIENCE CONCLUSIONS