Japan has long been called one of the world’s most Twitter-savvy nations. After all, Japanese is the second most tweeted language behind English, and some 30 percent of the country’s Internet users are said to be on Twitter.
On day two of the Tokyo International Film Festival’s content market, TIFFCOM, TV executives gathered for a panel discussion to share strategies and case studies on how local networks are leveraging the platform to reach, engage and retain audiences.
Kicking off the presentation, entitled “The Audience Strikes Back: How to Engage Television Audiences Through Mobile and Social Media,” Masaki Hamura, managing director of digital creative agency AKQA, made the basic case for why TV producers need to be more aggressive about integrating social media into their content.
“Social interaction always affects one’s primary experience,” he said. “For example, if you see a beautiful sunset, that’s probably pretty memorable. But if you see the same sunset with your daughter, it’s going to be more significant because you’ve shared it.”
Hamura, who recently served as head of brand strategy for Twitter in Japan, said that TV viewing has always been a social activity best enjoyed with family or friends, but social media has made this possible across distances and with larger groups. “I often turn on my TV because I see all my friends talking about some show on Twitter,” he added.
Mikiko Nishiyama, a senior director at Nippon TV, Japan’s oldest and highest-rated commercial broadcaster, then took the podium to share some of the innovative ways in which Japanese networks are utilizing Twitter and mobile apps.
The broadcaster’s drama Piece Vote, which launched in 2011 and airs at midnight, has begun featuring an on-screen overlay of live tweets from viewers. “While watching the program, you can also watch the response from other viewers,” Nishiyama said. “Often the response is as entertaining as the action. Our producers choose the tweets. It’s a highly interactive way of watching TV.”
The network’s recent dating show Tweet Love – with the tagline “her love life is in your hands” – goes a step further. Co-developed by Sony Pictures U.K., the format features a young single woman and three male suitors. Much like conventional dating shows, the bachelors are profiled in their daily lives and each gives performances and engages in various competitions in an effort to impress and win the interest of the woman. The key difference: she is unable to see the bachelors themselves. Instead, viewers tweet their reactions and impressions and select tweets are presented to her on three floating screens. It’s not until she makes a choice that she sees the various contestants and interacts with them directly – with still more action later determined by viewer tweets. Rather than merely supplementing the viewing experience, viewers’ tweets dictate every aspect of the action.
Nippon has also developed an app to interact with its various programming. Named “Furi Furi TV,” which translates to “shake shake TV,” the app makes shows into interactive games that viewers play by shaking their smart phones at key moments during broadcast.
For example, during Nippon TV’s recent airing of The Amazing Spider-Man, if viewers shook their phone anytime Spider-Man shot a spider web, they could win points and prizes provided by advertisers. The app also has social network integration so viewers can compete against their friends while watching. During music programming, audiences can win points by shaking and dancing with their phones in synch with the music.
“The idea is to create engagement and viewer participation, while also creating a new channel for advertisers and sponsors, said Nishiyama. “The response was greater than we expected.”
Twitter users in Japan set a world record of 143,199 tweets per second in Aug. 2013 by tweeting “balus” during a television broadcast of Hayao Miyazaki‘s anime classic Castle in the Sky (Tenku no Shiro Rapyuta). A magic word in the Miyazaki universe, “balus” triggers a spell of destruction when said by characters at the beloved film’s climax. Germany’s soccer World Cup blowout of Brazil during the summer set a record of 580,000 tweets per minute, but Japan still owns the per-second title.
Une nouvelle étude réalisée par Médiamétrie et baptisée Screen 360 vient de mettre en lumière le fait que la Social TV est en plein essor chez les 15-24 ans ! Second écran, commentaires sur les réseaux sociaux et application interactive, aucun aspect de la Social TV n’est oublié !
eMarketer expects 5.3 million 18- to 24-year-olds to use a social network site via any device at least once per month this year, representing 94.0% of internet users in that age demographic. But while social may be near universal among the group, young UK internet users aren’t channel surfing and social sharing at the same time.
A February 2014 poll by YouGov found that social media usage while watching TV was still a minority activity among older teens and early 20-somethings in the UK. Just 42% of 16-to-24-year-old internet users said they simultaneously used social media as they viewed television. Though this was well ahead of the 27% total and the percentages for older age groups, it still indicated that social TV hadn’t caught on with the majority of young UK consumers.
Looking specifically at Twitter, whose real-time atmosphere may encourage tweeting while viewing, a September 2013 study by Harris Interactive UK found similar results. Nearly two-thirds of UK 16- to 24-year-olds who used Twitter said they never live tweeted about TV programs, and more than half of 11- to 15-year-olds said the same. Such results could also indicate that even if young UK Twitter users use the social network during TV time, they may not necessarily be actively participating on the platform.
21 April 2014
ROME: Although Italy lags behind the UK and Scandinavian countries in terms of smartphone user penetration, recent research suggests a significant proportion of Italians use their devices to visit social networks while watching TV and to view ads.
According to analysis from eMarketer, based on a study conducted by comScore MobiLens in March 2014, almost half (46.3%) of smartphone users in Italy who use their device for any TV-related activity also access social networks.
With smartphone penetration in Italy estimated to account for 41.8% of the population in 2014, or 25.8m people, this means that more than 12m users are likely to visit social networks while watching TV this year.
Furthermore, a high proportion then go on to click through to ads if prompted by a TV programme to visit social networks.
Under these circumstances, if prompted, more than half (54%) say they then click on an ad – an impressive click-through rate (CTR) because it equates to 6m people.
Other social networking activities performed by smartphone users in Italy include reading posts from organisations, brands or events, which 69.4% of those prompted by a TV programme to visit a social network take part in.
Over two-thirds (71.5%) say they follow a posted link to a website, 65.2% read posts from public figures and celebrities while almost exactly half (50.2%) receive coupons and discount offers.
Smartphone penetration is also forecast to rise in Italy, as in every other Western European country, over the next three years although Italy is still expected to remain below the regional average.
By 2017, eMarketer expects 57.8% of Italians to own at least one smartphone compared to a Western European average of 65.1%, which will include rates of 65.8% in the UK, 79.3% in the Netherlands and as much as 83.2% in Denmark.
Data sourced from eMarketer; additional content by Warc staff
Sky has started to trial #WatchOnSky, a brand new tool on Twitter that lets Sky customers watch or record TV shows, sporting events and movies by simply clicking icons contained within a Tweet.
Twitter users who see #WatchOnSky on Tweets from Sky can expand the Tweet and tap on an icon that directly links to Sky’s mobile TV service Sky Go to start watching the show. Alternatively they can tap the Sky+ ‘R’ to remotely set their Sky+HD box to record. The launch of #WatchOnSky marks the first time that a British broadcaster has created a service which lets users access live TV and set recordings via their Twitter timeline.
The new service builds on the popular Sky Go and Sky+ apps that give Sky TV customers more control of their TV viewing. The Sky+ app lets customers flick through hundreds of channels and record upcoming shows, as well as browse through thousands of hours of on demand TV and movies to download to their Sky+HD box. Sky Go lets customers watch up to 54 channels on their mobile devices – the widest selection of channels available on the move from any provider in the UK.
Luke Bradley-Jones, Brand Director, TV Products, Sky comments:
“#WatchOnSky is another brilliantly simple way for our customers to find and watch the shows everyone is talking about. By simply clicking on a Tweet, customers can either instantly watch live TV or record shows for later. It’s all part of our commitment to make it even easier for our customers to discover great TV and make sure they never miss those virtual water cooler moments.”
Dan Biddle, Head of Broadcast, Twitter UK adds:
“Twitter users love to talk about TV shows, joining conversations about their favourite programmes with other fans across the UK. #WatchOnSky is a really exciting development that will make it even easier than ever for Twitter users to spot social buzz about a show, and tune in or record it for later. We’re delighted to see Sky innovating with this service and look forward to seeing Twitter users enjoy this functionality.”
#WatchOnSky will appear across Sky’s Twitter feeds including @SkyHD and @SkyAtlantic for key shows, sporting events and movies on Sky. The functionality was developed in-house by Sky for Twitter. Customers can find out more at sky.com/watchonSkyTwitter