Can second-screen apps really add value to the broadcast product


As today’s consumers watch television, many of them are engaging with media through multiple devices at once. In fact, some studies indicate that as much as 50 percent of television viewers are regularly online as they watch. They are posting and tweeting on social networking sites, checking movie and actor facts on sites such as IMDB, and even visiting the broadcaster’s website.
This strong trend in multi-screen media consumption offers broadcasters a new commercial opportunity – but only if those broadcasters have the tools to enrich the online experience and make it even more relevant to the broadcast product being watched. With ad revenues under pressure and with online advertising and other outlets increase in popularity, broadcasters are in need of a way to sell targeted and relevant services for the online advertising and sales market.

Attempting to take advantage of this new ad model, some broadcasters have written apps designed specifically for particular television shows. Others have leveraged new audio technologies and custom apps to identify what a person is watching and to provide relevant information. While these approaches tackled some key aspects of enriching the viewing experience with online content, they remained relatively crude in their design and efficacy.
Constrained by dependence on preset schedules, many of these apps have been unable to adapt to live programming – including the most popular music, game, and entertainment programs in which live performances are so critical –or to accommodate the dynamic insertion of commercial breaks. Such programming doesn’t allow the broadcaster to build a playlist of rich and relevant information in advance.
Unable to provide rich information on a scene-by-scene basis or to adapt smoothly to changes in the live broadcast schedule, early solutions for linking programming with online advertising were limited in the value they could bring to viewers and, as a result, to advertisers. It was virtually impossible to assure, for example, that the correct production information would be supplied in real-time with an ad separating two segments of a live program. This deficit in real-time flexibility has left broadcasters looking for more responsive and sophisticated solutions.
The cost to broadcasters in terms of development and maintenance also undermined these applications’ overall contribution to the bottom line. In some cases, the design of the application continues to drive the majority of revenues to other service providers. For example, those solutions that have depended on SMS for interactivity – such as voting and polling – typically split SMS revenues with 70 percent going to the telco or carrier and just 30 percent going to the broadcaster that actually provides content.
Working with The Application Store (TAS), Snell has addressed these issues by integrating its Morpheus automation system with “second-screen” apps on iPad® tablets and mobile platforms. In addition to facilitating delivery of content to media consumers’ television screens, Morpheus also allows broadcasters to extend the experience onto a second device. On this device, complementary interactive content not only drives up interest in programming and opens the door to higher revenues through polls and such, but also enables the broadcaster to sell new forms of highly targeted advertising.
Driving essential metadata within the TAS Screentoo app, Morpheus supplies the real-time data essential to maintaining synchronicity between the primary broadcast and interactive and timeline-sensitive elements displayed on the tablet or similar device. Equally important, the Snell system also offers the volume and granularity of information required by second-screen apps such as Screentoo. The automation system makes this synchronicity between the mobile application and the television broadcast possible by supporting rich secondary-event metadata with an unusual degree of sophistication.
In the model established by TAS, media and broadcast organizations distribute the Screentoo app as their own branded application, through which they provide services such as voting, polls, chat, and e-commerce related to and customized for a specific show or channel. The very accurately timed metadata provided by Morpheus enables the Screentoo app to provide the consumer with options that correspond directly to events within the primary broadcast.
Metadata about both the program and program contents allow the Screentoo app to trigger targeted advertising, provide information about a character or actor in the show, or launch a viewer poll. Viewers can vote, enter competitions, participate in quizzes, and purchase items.
The fact that Screentoo has an integrated e-commerce backend means that it’s easy for broadcasters to offer a variety of microfinancial services as part of the integrated service they offer. The ability to link through to other websites expands the commercial aspect of this model, yielding opportunities for product placement that’s connected directly to the manufacturer or vendor’s online presence and shopping interface.
The integration of advanced automation technology with second-screen apps has brought greater versatility and better quality to delivery of multi-screen media content. With robust metadata driving complementary content in real time, broadcasters are positioned monetize their content cost-effectively and to generate new advertising revenues from premium interactions.
Neil Maycock currently serves as Chief Architect at Snell, a leading innovator in digital media technology offering broadcasters and global media companies a comprehensive range of solutions to create, better manage, and streamline the distribution of content for today's multi-screen world. For more information, visit www.snellgroup.com.

Tags: iss055 | ipad | ipad2 | second screen | apps | snell | morpheus | N/A
Contributing Author N/A

Read this article in the tv-bay digital magazine
Article Copyright tv-bay limited. All trademarks recognised.
Reproduction of the content strictly prohibited without written consent.

Related Interviews
  • Autocue DSLR Prompter using iPad at IBC 2013

    Autocue DSLR Prompter using iPad at IBC 2013

  • New Phone and Tablet products from Padcaster at NAB 2018

    New Phone and Tablet products from Padcaster at NAB 2018

  • Autocue at BVE 2015

    Autocue at BVE 2015

  • Glensound Cub at BVE 2014

    Glensound Cub at BVE 2014

  • Autocue at NAB 2013

    Autocue at NAB 2013

  • Chyron at BVE 2012

    Chyron at BVE 2012

  • Autocue at BVE 2012

    Autocue at BVE 2012

  • Teradek at BVE 2012

    Teradek at BVE 2012

  • Autoscript at BVE 2012

    Autoscript at BVE 2012

  • Elemental Technologies at IBC2011

    Elemental Technologies at IBC2011

  • Datavideo at IBC2011

    Datavideo at IBC2011

  • Tiffen at IBC2011

    Tiffen at IBC2011

  • Autocue at IBC2011

    Autocue at IBC2011

  • Pixel Power on BroadcastShow LIVE at IBC 2013

    Pixel Power on BroadcastShow LIVE at IBC 2013

  • Orad Hi Tec Systems on BroadcastShow LIVE at IBC 2013

    Orad Hi Tec Systems on BroadcastShow LIVE at IBC 2013

  • Snell Advanced Media (SAM) Biometrics technology at IBC 2015

    Snell Advanced Media (SAM) Biometrics technology at IBC 2015

  • Snell Advanced Media (SAM) 4k workflow at IBC 2015

    Snell Advanced Media (SAM) 4k workflow at IBC 2015

  • Snell Advanced Media (SAM) at IBC 2015

    Snell Advanced Media (SAM) at IBC 2015

  • SNELL KAHUNA at NAB 2015

    SNELL KAHUNA at NAB 2015

  • Snell Kahuna Production Switcher at IBC 2014

    Snell Kahuna Production Switcher at IBC 2014

  • Snell on BroadcastShow LIVE at IBC 2013

    Snell on BroadcastShow LIVE at IBC 2013

  • Snell at IBC2011

    Snell at IBC2011


Related Shows
  • Day 3 of BroadcastShow at IBC

    Day 3 of BroadcastShow at IBC


Articles
Test, Measurement and Standards
Alan Wheable The Alliance for IP Media Solutions (AIMS), is a non-profit trade alliance that fosters the adoption of one set of common, ubiquitous, standards-based protocols for interoperability over IP in the media and entertainment, and professional audio/video industries.
Tags: iss135 | omnitek | aims | SNMP | hdr | ai | Alan Wheable
Contributing Author Alan Wheable Click to read or download PDF
The making of The Heist
Tom Hutchings Shine TV has never been one to shy away from a challenge, be that in terms of using new technologies, filming ideas or overall formats: we pride ourselves on being ambitious and risk-takers.
Tags: iss135 | liveu | heist | streaming | cellular | mobile | connectivity | Tom Hutchings
Contributing Author Tom Hutchings Click to read or download PDF
Your two week editing future
Alex Macleod

So here we are - January again! Usually a good time to reflect on the year just gone by, and a good time to look forward to the coming months as the new year begins.

When I was reflecting on my 2018, and when thinking about what to write for my first article for Kit Plus - I kept coming back to one theme - organisation.

Tags: iss135 | editing | mediacity training | premiere pro | dit | Alex Macleod
Contributing Author Alex Macleod Click to read or download PDF
21st Century Technology for 20th Century Content
James Hall A big challenge facing owners of legacy content is rationalising and archiving their tape and film-based media in cost effective and efficient ways, whilst also adding value. Normally the result of this is to find a low cost means of digitising the content – usually leaving them with a bunch of assets on HDD. But then what? How can content owners have their cake and eat it?
Tags: iss135 | legacy | digitising | digitizing | archive | James Hall
Contributing Author James Hall Click to read or download PDF
Future proofing post production storage
Josh Goldenhar Advancements in NVMe (Non-Volatile Memory Express), the storage protocol designed for flash, are revolutionising data storage. According to G2M Research, the NVMe market will grow to $60 billion by 2021, with 70 percent of all-flash arrays being based on the protocol by 2020. NVMe, acting like steroids for flash-based storage infrastructures, dynamically and dramatically accelerates data delivery.
Tags: iss135 | nvme | sas | sata | it | storage | post production | Josh Goldenhar
Contributing Author Josh Goldenhar Click to read or download PDF