Connected experiences which seamlessly fuse second screens and connected TVs have been ‘the future of TV’ for so long it almost feels like a returning series.
Playing along with a quiz show, requesting a product sample during an advert, taking a breakfast news feature with you on your morning commute so you can finish watching, all could be routine.
But despite the enablers and technology being in place this seismic shift in the viewing experience stubbornly refuses to go mainstream. Why is this?
When two very different industries like traditional broadcast television and digital collide, it’s difficult to ignore the implications on both sides.
While analysts predict that 60% of households will be watching internet TV by 2014 and many companies are trying to capitalise on shifting viewing habits, the connected TV market is still in a nascent stage.
To coincide with the recent release of Econsultancy’s Connected TV Smart Pack, we’ve identified five key elements of this emerging ecosystem that any marketer needs to be aware of.
These are what we call the five Cs of connected TV...
Network execs, client-side reps, and ad folks crowded the Televisual Expo organized by the Collaborative Alliance in New York City’s financial district last week.
The small but crowded tradeshow featured 50 vendors of heavyweights, such as DirecTV and Comcast, and newbies such as Tapjoy, which FastCompany featured last month in its list of most innovative firms.
As we evolve how we consume media, the talk of social TV, or connected TV as it's also known as, dominated the panel discussions at SXSW.
We had the chance to catch up with Sam Decker, CEO of Mass Relevance, and Alisha Outridge, CEO of Taptank, to talk about what they thought about how we're merging social media with television.
New research from Diffusion and YouGov suggests that one in five British TV viewers (17%) use social media as a way of discovering new programmes.
Based on an online survey of 2,025 UK consumers aged 18 to 55+, the report found that 39% turned to social media to guide them in their TV choices (defined as "helping discover new TV shows and be alerted to programmes that are currently on and being talked about") - while 17% use social media to gain a "fresh perspective on what they are watching".
The team from Bravo took to the stage yesterday morning at SXSW to talk about what they are doing to change the way we consume and interact with television. Just like every other business out there, television programs are having to move to a more integrated offering.
To demonstrate this, they presented the last season of Top Chef as a case study to show what they did to breach the gap and capture our attention on our second screens.
MTV has moved into the social TV market with a new mobile app called MTV Under The Thumb.
The app allows users to watch MTV on-demand content simultaneously with friends and chat about it in the app at the same time.
Users can also share their favourite shows through Facebook and watch the content through their desktop computer by connecting their mobile to a web browser with the mobile then acting as a remote control.
The app, which was developed by Viacom and AKQA, is initially being launched free on iOS and Android in Europe with additional subscription models for premium content.
Social TV is going to change the way we interact with everything. If you don’t think it’s coming, you're going to be in for a bumpy ride.
Contrary to popular opinion, NBC's Senior VP of Digital Jesse Redniss stated "GoogleTV is not social TV." He put YouTube in the same category as in his opinion they are mostly ways to highlight videos and consume content.
So what is social TV?