4 TVBEurope Content Everywhere


Content Everywhere round up


As the industry prepares for IBC2014 in September, Melanie Dayasena-Lowe rounds up the latest news from the world of digital content and its creation, delivery and consumption over IP networks


WE START our round up with BBC executive board member, Sir Howard Stringer, who has highlighted the need for the broadcaster to adopt a content- fi rst strategy for mobile and to appeal to social audiences. Stringer detailed his action points in the 2022: Towards 500 million report looking at how the BBC can expand its global audience reach, and states: “If the target weekly reach of 500 million is to be met, digital is going to be very important and a step change needs to be made to make the most of it.”


Stringer explained, “The combination of the growth in mobile broadband and the growth in the young, aspiring global middle class dictates that the BBC must focus on serving the needs of that audience in whichever market it is operating in.” Stringer’s report states that by 2022, the BBC should be mobile-fi rst in every market outside the UK.


The report highlights that in the BBC’s target markets, there should also be investment in social newsgathering. BBC Turkish has led the way in this regard, and in 2013 had an average of 22 per cent of direct traffi c from social media as opposed to four per cent for bbc.com/news.


Stringer also urged the BBC to look for more partners for language service TV bulletins, a multi-genre channel in Africa and a new language service in Ethiopia.


In response to the report, Liliane Landor, acting director of BBC World Service Group, commented: “We welcome Sir Howard Stringer’s report; it is stimulating and ambitious, and asks refreshing, sometimes provocative, questions of the BBC.


“We will continue to harness social media as well as focus on digital-fi rst and mobile-fi rst


markets, and adapt our journalism accordingly. And we will continue to explore editorial partnerships as well as top-up commercial opportunities, as we have been tasked to do by the Trust.”


Twitter and Facebook face increasing social TV competition


A new report from Futurescape suggests that Twitter and Facebook are having to confront the increasing competition for social TV advertising revenue and viewer engagement from rival social media and mobile messaging companies. The Social TV (seventh edition) report reveals how social media rivals, such as news service BuzzFeed and Yahoo!’s multimedia blogging platform Tumblr, have set their sights on social TV promotion and ad revenue.


Broadcasters such as the BBC are working with leading mobile messaging apps, such as WeChat and Facebook’s WhatsApp, for viewer engagement. They are using the apps to distribute content, engage users and invite viewer contributions: comments, photos and video clips. The messaging apps are experiencing fast growth and accumulating huge international user bases, making them potential venues for mass viewer engagement. WhatsApp has half a billion monthly active users with WeChat recording 396 million, compared with Twitter’s 255 million.


Producers are also turning to a wide range of social networks for interacting with fans, not just Twitter and Facebook. The Voice USA runs its social television engagement across multiple social networks and mobile apps, including Google+, Keek, Pinterest, Snapchat, Tumblr and YouTube, plus Facebook’s Instagram and Twitter’s Vine.


The FIFA World Cup is set to be the major social TV event of the year; Twitter, Facebook, WeChat and Sony have all launched rival World Cup social TV services.


Twitter’s Amplify, which integrates video into tweets, is ideally suited for sports highlights. Twitter has deals with major broadcasters, such as ITV in the UK.


Meanwhile, Facebook is offering its video advertising product to broadcasters to show their video clips via the social network.


TV Everywhere promotes rise in overall TV viewing Finally, TV Everywhere is here, there, but not quite everywhere, according to a new report from Channel 5’s acquirers, Viacom. The TV Here, There (Not Quite) Everywhere report, explores consumers’ experiences around TV Everywhere (TVE) apps and sites, and reveals an increase in overall TV viewing among TV Everywhere users, as well as greater customer loyalty towards pay TV providers that offer TV Everywhere services. Viacom defi ned the TV Everywhere experience as watching full-length TV programmes on sites and apps by ‘authenticating’, or using pay TV log-in information. “While still nascent in terms of awareness and usage, TV Everywhere presents a huge opportunity for brands to grow and strengthen their relationships with fans,” said Colleen Fahey Rush, executive vice president and


chief research offi cer, Viacom Media Networks.


The report found that TV Everywhere is supplemental to the TV viewing experience. Since they began using TV Everywhere apps and sites, 64 per cent report watching more TV overall. This fi nding is even stronger among Millennials, with 72 per cent watching more TV. For those using TV


Everywhere, the television is still the go-to source for TV shows and watching live. After live TV, TVE apps and sites are a strong alternative, rivalling VoD, DVR and other sites that don’t require authentication with a pay TV provider, such as subscription streaming services or other free sites.


Another major driver of TVE use is its fl exibility, which allows viewers to watch shows when, where and how they want.


Nearly one-third of users use TVE because they weren’t able to watch the show live. 28 per cent use TVE because they are away from home, 22 per cent because all TVs were in use, and the same percentage for the ability to move around the house. TVE users also consider themselves early adopters, with one-fi fth reporting that they started using these services because they like to be the fi rst to try new things.


They are also much more likely to own and access TV shows on a range of different devices, including tablets, set- top-boxes and smart TVs.


Howard Stringer


www.tvbeurope.com July 2014


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