60 TVBEurope Feature
to help broadcasters figure out this big data space. More and more, there will be a market for realtime. Today, the only realtime application for most TV broadcasters is for realtime editorial changes, e.g. a live talkshow or live shopping channel where the producer/broadcaster can react to certain words that the audience react to.
“Right now, there’s only production use of realtime data but more and more we see the future evolving into realtime marketing”
For a single TV show, Streamhub can track its correlation with Twitter or Facebook
for companies to use this market data to both drive traffic to their official channels, as well as understand the impact of YouTube itself.” In the UK, BARB (Broadcasters’ Audience
Research Board) compiles data such as audience measurement and TV ratings. Tsuchiya describes Streamhub “as a complementary data set to what broadcasters have with BARB.
BARB gives them the overall view of things while Streamhub shows them the granular details that make the difference.”
Realtime
So where next for Streamhub? “There will always be space for the traditional BARB stuff to co-exist with this next-generation analytics. We want
“Right now there’s only production use of realtime data but more and more we see the future evolving into realtime marketing. The other is realtime bidding for audiences. Videos will also become more important,” he predicts. And where could the future of data move to next? Tsuchiya has his own ideas. “There will need to be a global or national-based platform of data about competitors being constantly monitored. There will be an abundance of information but everything will be tradeable on this online version of Bloomberg for the media industry. We would love Streamhub to be there – where there is a mix of machine learning, realtime, human contribution – all battling out for audience attention. It’s an era of massive database warfare that is going to be coming soon and we hope to be one of the empowering services that broadcasters can use.” Streamhub is still in beta mode, but is due to move into production mode this month. So watch this data space. No doubt Streamhub is a name we’ll hear more of in the future.
www.tvbeurope.com September 2014
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