MAD Perspectives Blog

Is Video the Next Chapter for Social TV?

Peggy Dau - Monday, March 11, 2013

Today, Social TV is about second screen interaction related to the program being watched on-air. That interaction takes the form of textual posts on existing social networks, apps like Viggle or Miso, interaction on network branded platforms (provided by the likes of zeebox, Magic Ruby, Echo and others), and discovery via apps from Buddy TV, Dijit or TV Guide. Programs from networks like USA support engagement in the form of quizzes, pictures and engaging posts. 

There are also Social TV solutions that primarily focus on enhancing the delivery of live TV programming (e.g., and Tellybug). They curate and incorporate social content into the presentation of sports, news and chat programs, with integration into the broadcasters actual production workflow.

None of these Social TV solutions, to my knowledge, integrate video. What if consumers are chatting about a show using Facebook's video chat? What if super fans want to contribute video "selfies" expressing their opinion? Does this add to the consumer experience? I believe it provides a deeper level of engagement for the fan. With the continuous growth of online video and user generated content, I wonder if this is the next phase of Social TV - which is just gaining momentum? Video could enable the true water cooler experience, yet definitely introduces challenges for delivery and format (to name a few!).

This is just a thought on my part, prompted by some cool video technology that I've been exposed to recently.  I'd love to know your thoughts!

What's your perspective?

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


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