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


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