MIPCube 2012 – On the Go! Chasing and Keeping Eyeballs
Drilling down to just a couple of these MIPCube game-changers below, you’ll see the breadth and depth of how TV channels have options to quickly and smartly join forces with the web and other platforms, thanks to a myriad of entrepreneurial companies who are leading the way in cross-platform apps and technologies.
1. Applicaster. This Israeli company is less than three years old, with its core mission as a service provider to help TV channels invent ways for content not envisioned to have 'new media qualities' - think User Generated Content… make an audience competition, instead of VOD live stream (which is how most channels utilize VOD today, many simply stream). Applicaster’s services focus on multi-screen content delivery, whether to mobile, or by designing on-line “sync experiences” which ultimately aim to push consumers back to the first screen (timing is everything), or by developing via social integration (Facebook) with data-based, team game playing, or via show storage for viewing later when off-line.
Spain’s Canal Panda Pay TV channel proudly reports they hired Applicaster (a pioneer in these types of applications). Canal Panda offers 15 minutes free per day for 6 months, and a subscription service (only 1,59 euros per month) for their audience of 4-9 year olds. Canal Panda can also be seen as a live stream, or consumers can access their video library on-line, or can create their own “My Favorites” for screening off-line, anytime.
Another Applicaster client, Liat Sternthal, Director of New Media, The Voice Israel confirms measurable benefits from multi-screen apps. “Actual TV viewing increased with broadcast ratings exceeding 40%, almost 10 points higher than comparable broadcasts at the same time slot prior to using cross-media.”
2. Viewrz. When Susan Boyle got up to 50,000,000 views on YouTube, the UK network ITV pulled it from YouTube. But, with a company like VIEWRZ, the broadcaster could have processed the YouTube stream, and monetized that massive on-line audience!
For the bigger broadcasters, VIEWRZ offers a live processing tool, for a flat annual fee - putting all 2nd screens under the control of the broadcaster's content. Smaller channels pay per usage/per clip (on demand, when clips are streamed). Best tidbit: all videos can start with a short advertisement.
VIEWRZ must pursue only the B-to-B route, since the television content is not theirs.
Here’s how a VIEWRZ audience can instantly share short video clips:
- “Wow, what I’ve just seen is interesting! I want to share it!”
- “I visit the broadcaster website or mobile app (Viewrz powered).”
- “I select the show that interested me which aired in the last 5 minutes.”
- “I get a video clip of which I can share the link on social networks.”
By utilizing technologies like VIEWRZ, TV channels now have the ability to monetize the online audience thanks to the viral nature of videos posted on social networks. Side benefits? VIEWRZ is also a powerful community management and buzz-marketing tool.
And so the beat went on, at MIPCube, with each new company and/or established digital players like YouTube presenting their latest developments, a jam-packed new technology information orgy! The Reed Midem organizers created a very dense two-day experience. Peppered appropriately on small cinema-sized screens were columns filling up with live tweets.
“Transmedia is not technology, it is people with who you want to interact.”
“Transmedia is not about technology but more about connecting people on screen, on stage, w/…”
“Add value & give value to tv viewers. I agree with you Ed. Value is always a driver”
Whether the audience is on-the-go, or sitting in their living rooms, or at MIPCube, the next wave of content creation will undoubtedly be designed for deep consumer engagement. MIPCubers who also attended MIPTV surely noticed that the MIP sessions covered the same current industry themes.
So the MIPCube and MIPTV industry updating was clear and consistent - content should satisfy the audience’s ever-growing appetite for strong stories, [and producers should] take into account the massive impact that multiple screens and social media like Facebook and Twitter are having. Around the globe, there’s plenty of evidence that some things will never change: the basic human need to feel important, and be connected!
Catherine B. Morrissey is an AWN writer who has over 20 years of entertainment industry experience in distribution, production and coproduction.