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


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