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


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