theibcdaily executive summary 45 Monetising multiscreen The engagement Tuija Aalto
Head of Strategy, YLE Region: Finland
Interview by Dick Hobbs F or Tuija Aalto, this
is a time of research into a multi-screen strategy but she is far from convinced
that we are talking about it the right way. “I don’t personally like the
name ‘second screen’,” she asserts. “There are going to be a lot of screens. So which is going to be the first? To me, it seems to be whichever screen we are looking at, where we are, that we have fingers on.” Aalto does acknowledge,
though, that whatever we call it, we have to understand the appeal and how the audience reacts to it. All the research shows that consumers are still watching television – although young people are watching less than before – and her view is that we have to use the second screen to add value to the broadcast. “What seems to be worth
trying is to embed social objects in the programme,” she explains. “Something around which people can gather. They might be social moments. More than just showing a hashtag or an invitation to a Facebook group.” Aalto resists the suggestion
that the companion content needs to be tightly tailored to the programme. “How do you persuade people to download
an app when they are already engaging with the programme through Twitter and Facebook?” she asks. “Everybody is
experimenting, but I haven’t seen companion apps yet which really work. Building a companion app for each programme would be costly. Maybe we need a platform for companion apps.” Is there yet a way of making
money from the second screen? Since Aalto works for Finland’s public service broadcaster (PSB), raising revenue is not directly an issue. “For us, the ‘revenue
stream’ could be measured in engaged citizens,” she says. “One of our aims as a PSB is to engage with the whole nation, as a core part of democracy. You could see that as a revenue equivalence. “But to do that we have to
measure the engagement, and that comes from business intelligence. We have a good measure for the broadcast audience, and we have a good measure for online services. But how do we quantify ‘engagement’? “We have an active
presence on social networks but we need to find out how to evaluate that fully. It is rapidly growing in importance, and we are working to understand how the audience behaves.”
quandary
“For us, the ‘revenue
stream’ could be measured in engaged citizens”
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