MAD Perspectives Blog

 Social & TV - They're Just Dating

Peggy Dau - Monday, April 23, 2012

I was in Las Vegas last week, attending the annual broadcast industry gathering - NAB. The conference is an opportunity for technology providers to promote their capabilities to broadcasters such as CNN, Comcast/NBC Universal, ABC and others. After working around this industry for 8 years before leaving HP, I'm still interested to see how broadcasters evolve. This year I attended with one goal. I wanted to understand the hot topics and see how they had shifted since I last attended NAB two years ago.

The topic that has been trending for several years is that of multi-screen delivery or OTT. This means the delivery of TV content to the PC, tablet or smartphone. We've all become used to watching video online, but probably don't think about the behind the scenes effort involved with making that content available. Vendors such as EVS, Harris and Ericsson TV are providing broadcasters with solutions to simplify the adaptation, delivery, branding and user interface for their programming. Streamlining and simplification are increasingly important. Due to the rise of tablets and smartphones and 4G or LTE networks, consumers are demanding content in real time regardless of device.

The trending topic coming out of SXSW and into NAB is that of social TV. This is the integration of social content into and around TV broadcasts. Any of us watching news broadcasts or reality TV have seen the incorporation of Twitter or Facebook feeds into the on-air graphics. The vendors that provide the platforms enabling this integration are ramping up their efforts.  

Broadcast use of social media started, not surprisingly, from a pure marketing perspective. TV shows, broadcast journalists and networks created Facebook pages, Twitter feeds, YouTube channels and iPad apps to augment their on-air programs. The use of these "second screens" created a social buzz around the content while it was on air, but also even when it was not. Companion apps such as Buddy TV, Miso or Get Glue track this buzz and will let subscribers know what their friends are watching.

However, the new challenge is to integrate live social content into programming in real-time.  Vendors such as Mass Relevance and have created modular platforms to moderate select and integrate social feeds into broadcast workflows, adding Twitter or Facebook comments to on-air graphics. These niche social TV platforms must integrate with leading graphics vendors such as Chyron, Vizrt and Harris.  In fact, these start-ups provide these long time vendors with the ability to showcase new capabilities. The challenge for broadcasters is to curate the social feeds, provide the expected level of interaction as well as select the best content to share on-air. This is a new challenge for producers and requires new skill sets both behind the scenes and on-screen.

The broadcast industry faces an ever shifting landscape as it struggles to remain relevant in the face of news driven by un-substantiated Twitter feeds.  Its acknowledgement and incorporation of social content is critical to its survival. There are still challenges related to media asset management, tagging and metadata to be addressed, but it was great to see the dating ritual underway between social TV and traditional broadcast vendors. The marriages will follow - of that I am sure!

What's your perspective?


Recent Posts


Social TV listen Taylor O'Brien NetBase Gartner firewall backchannel convergence networks snow employees resources IBC Boston North Plains data analytics privacy awareness EGC marshall mcluhan content marketing consulting corporate identity Aereo TV storytelling Mobile World Congress honesty empower CSP openness Netflix B2B marketing Vitrue social media marketing NBA webinar executive support Forbidden Technologies Whisky trackur social media, firewall, social computing, employees, connect TV Guide market awareness planning alignment ConnecTV web 2.0 social CDN social identity Time Warner Cable OTT viggle Video Box Score HBO recommendations SocialText customer Utterli convesation, interaction, social media, rich media, video, social networking collaborate Fan Media Engagement Center Nigel Fenwick Compuware cable lead generation program guide slideshare ePrint Center align advertising culture case study context NAB broadcast social intelligence networking Miso productivity customer service language tablet Dijit content ABC New York Times search Ford Fiesta innovate net neutrality CMO Collective Intellect Ford truth business development TV Harmonic social media plan IP CIO value transparency Mark Brodie Intel medium user generated content Enterprise 2.0 holidays human Citrix, trust control Tellybug HDS BuddyTV Microsoft MAD perspectives mobile technology Apple trust employee generated content relationships SEC conditional access Jeremiah Owyang Radian6 identity workflow communication discovery hootsuite zeebox content delivery TNT expectations mobile communication Verizon Quantum sales NewsGator Gizmodo brand strategy digital asset management GetGlue engagement EMC authenticity planning, analysis DRM Sysomos DAM connected TV message disclaimers MassRelevance rich media Kontiki telepresence Harris cross channel connect influence video conferencing MagicRuby business model creative NASCAR company culture Createasphere governance BT Conferencing brand New Technologies Buddy TV lessons tweetdeck Pinterest IntoNow endorsements Echo Aspera printing Kontangent SocialCast Skype enterprise interaction technology business goals real-time social media ROI dog Forrester network management UGC audience HP Autonomy conversation MIB MediaWorks Twitter Yammer out-of-home streaming TVPlus Adobe Web Strategy Virage MediaBin stimulate community media digital marketing Cotendo Attensity360 HP policy social media monitoring connected awareness microblogging, firewall, value, Yammer, Utterli, SocialText, SocialCast, live streaming digital media business intelligence Visible Technologies broadcast, IBC, digital media, inspriation webcasts Buddy Media apps news gathering multimeida microblogging cloud computing MarketingProfs content management Connected Experience LinkedIn adapt leadership marketing online video platform big data business plan solutions voice of customer communicate data social media index revenue Evolve24 monetize streaming Fiesta Altimeter network YouTube content security benefits cord cutting social data connect, collaborate, communicate, digital media, consulting, social media passion second screen Oracle Mad Bear Productions TBS Peggy Dau Mad Bear Produionsct analytics RSG Media blog organizations FIFA World Cup Viacom sentiment data protection streaming media video marketing strategy Vizrt Comcast Chyron Kit Digital authenticity, transparency, conversation, truth, honesty Nielsen broadcast technology social computing Facebook B2B video connectivity monitor cloud customer support mobile personality FCC