46 executive summary theibcdaily Monetising multiscreen Think beyond
“40% of tweets are about broadcast during primetime”
social
Daniel Danker is responsible for Shazam’s product strategy and direction, including expanding the role it plays in music and growing new businesses like Shazam for Television. He was previously general manager of BBC iPlayer.
Daniel Danker
Chief Product Officer, Shazam Region:Worldwide
Interview by Andy Stout
How can the companion screen can help programme makers? We’re now at a place with mobiles and tablets where the technology is sufficiently broadly adopted that programme makers can start to weave it naturally into the narrative of their shows. And that’s really exciting, because it means that we’re going to start to see stories told in new ways. Competitions, award shows and sport have been first to change, but I’m also excited to see how documentaries, children’s and educational content, even comedy evolves.
Is television having trouble truly becoming social television? Television isn’t struggling with social media when you consider that 40% of tweets are about broadcast during primetime. But social is a means to an end, not an end unto itself. Products that attempt to ‘make TV social’ are only going to be valuable to viewers in very specific circumstances and for a very specific set of shows. ‘Second screen’ has to think beyond social, helping people answer simple questions, not manufacture a need where it doesn’t exist.
Are genuinely transmedia projects starting to appear? For the last 10-15 years, the technology of TV has evolved in two ways: better picture quality, and breaking free from time and place. I have the freedom to watch whenever I want to and on any screen, but broadly speaking these are still the same stories told the same way. When we talk about transmedia, we mean that
we’re looking for technology to affect changes in storylines. For that to happen, technology needs to be simple and ubiquitous, and we’re only just getting to a place where smartphone and tablet tablet penetration is sufficiently high and apps like Shazam make the experience simple enough to delight mass audiences.
What is your ‘elevator pitch’ to broadcasters? We can help you make contact with your audience to deliver more engaging programming, helping you be more creative in the process.
What makes a successful companion app? Simplicity, relevance and flexibility. For users, the ‘second screen’ has to be easy to understand and simple to use. Then, the result they receive has to be relevant to them – it has to give them the information that they’re looking for without a lot of searching through extraneous content. Lastly, it can’t be a one-size-fits- all – the companion experience needs to give advertisers and producers the flexibility to express themselves the way they want to. The experience if you’re watching the NFL needs to be different than if you’re watching American Idol which needs to be different to watching NCIS.
What technology interested you most at IBC2013? I was keen to see how in-car technology is evolving, as it’s a category that is ripe for
transformation. Shazam wants to play a role in people’s everyday lives, so we’re constantly looking at new technologies that allow us to deliver on that ambition.
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