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Similar a 2nd Screen at Yle: Case Puoli seitsemän
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2nd Screen at Yle: Case Puoli seitsemän
- 1. 2ND SCREEN AT YLE – CASE PUOLI SEITSEMÄN Maria Hausen, producer, Internet development
- 2. Evolution of social watching at Yle ”Aitio” Selected livestreams & chat on the web. Also goal clips, newsfeed & sign-language commentary with sports events. Used with radio shows, sports events, Independence day, Eurovision song contests, etc. ”Stage” (Creative content) In use with selected livestreams. Chat & Twitter feed. Drupal as platform. News & current affairs 2nd screen In use with current ”theme evenings”. Escenic as platform. 20112009 2013 2014 Livestreams & chat on web pages Social tv & expansion of 2nd screen Responsive 2nd screen Tweets to tv screen (Yle’s proprietory system) Social tv pilot User generated content to tv screen Common 2nd screen platform pilot 2010 2012
- 3. Eurovision Song Contest 2011 (Aitio)
- 4. End of the world discussion 2012 (Aitio)
- 5. Bron, 1st episode of season 2, 2013 (Stage)
- 7. UMK (Finnish qualifications for Eurovision Song Contest) 2014 (Stage)
- 8. A2 cannabis theme evening 2014
- 9. A2 Russia theme evening 2014
- 11. Common form Feed Poll Chat Other content etc. Sources Content 2nd screen Publishing
- 12. Form Feed Poll Chat Other content etc. Sources Content 2nd screen Publishing Technology Interaction Concept Workflow
- 13. Objectives of the common 2nd screen pilot • To get an overview of 2nd screen at Yle and to ensure the different modules will be developed with common goals and needs in mind • To test whether 2nd screen functionalities can be centralized • To learn, learn, learn • What works on the 2nd screen, what doesn’t • Understanding what working with a 2nd screen platform requires (competencies, workflows, integrations, etc.)
- 14. Social tv pilot • A separate social tv pilot coincided with the 2nd screen pilot • Three social tv systems were piloted in five different programmes
- 16. • Info page manually updated in the backend • Embedded Ninchat • 2 moderators during live shows
- 17. • Polls created and results displayed on tv screen via Never.no • Aggregated & moderated social media feed (FB, Twitter, Instagram, images from email) (Never.no) • Tweets and images to tv screen (Never.no)
- 18. The visible part of the pilot was just the tip of the iceberg Audio sync technology Concept Implementation Social tv pilot Creative Content web team Production team Viz RT experts
- 19. The barriers between internet and broadcast are breaking Programmer Director Subeditor Producer Taustatoimittaja Graphic designer System specialists Editor/community manager Internet Broadcast Developers AD Community manager Producer Concept designer
- 21. ”Style week” at Puoli seitsemän 18.3. 19.3. 20.3. 21.3. • Guest: Olavi Uusivirta • Outfit 1 • Guest: Maria Veitola • Outfit 2 • Guest: Sara Chafak • Outfit 3 • Guest: Teemu Muurimäki • Winning outfit Own tv watching style (send your photo) The most stylish pet (send your photo) #puoli7 #tyyliviikko @puoliseitseman ps@yle.fi
- 22. The final outfit poll increased 2nd screen usage at the end of the week 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 18.3. 19.3. 20.3. 21.3. Eri selaimet, oheisruutu Annetut äänet Viewers 514 488 523 199 596 236 526 441 Proportion of 2nd screen users 0,10% 0,06% 0,42% 1,19% Source: comScore Digital Analytix, Finnpanel, Never.no 9 213 unique browsers during ”Style week” Unique browsers, 2nd screen Number of votes
- 23. 5 711 votes
- 24. Voting was the core in the 2nd screen, audio sync was of no interest 15% 12% 60% 13% Kaikki viestit ja kommentit samalla sivulla Mahdollisuus lukea chat-viestejä ja osallistua chatiin Mahdollisuus äänestää Tiedot ohjelmasta / lähetyksestä Äänentunnistuksen avulla ohjaaminen Osallistu-sivulle n=57 Source: 2nd screen user survey All messages and comments on the same page Possibility to read chat messages and to chat Possibility to vote Information about the show/episode Audio sync guiding to the 2nd screen
- 25. Investment vs. impact 345 messages in total Source: comScore Digital Analytix, Ninchat 3 646 page views 2 738 page views 12 615 page views 1 933 page views
- 26. The presence of the 2nd screen in show clearly increases its use n=72 49% 8% 17% 8% 11% 7% Ohjelmassa kerrottiin siitä Hakukoneen kautta Yle.fi:ssä olleesta linkistä Yle Areenan iPad- applikaatiosta Sosiaalisessa mediassa olleen suosittelun kautta Kaveri/sukulainen/ kollega kertoi tästä Muu Mentioned in the show Search engine A link on yle.fi Yle Areena iPad app Recommendation in social media Friend/colleague/relative recommended Other Source: 2nd screen user survey
- 27. 2nd screen users did not represent the most potential target group 49% 51% Miehiä Naisia 13% 22% 33% 30% 2% 0-14 vuotiaat 15-29 vuotiaat 30-44 vuotiaat 45-59 vuotiaat 60-74 vuotiaat 75 ja vanhemmat n=67 Average age: 50.2 years n=63 years years years years years years and older Male Female Source: 2nd screen user survey
- 28. Desktop use dominated despite iPad optimization 62% 20% 18% Tietokone Tabletti Mobiili Source: comScore Digital Analytix Desktop Tablet Mobile
- 29. Using Ps 2nd screen was a positive experience overall • 87% of visits were successful • Impact on viewing experience: 3.62 (1-5) • Likelihood of using Ps 2nd screen in the future: 3.68 (1-5) • Net promoter score: -4.37 Source: 2nd screen user survey
- 30. Learnings • Pilot one thing at a time (MVP), be prepared for surprises • Take experts’ role into account from the beginning (resourcing, budgeting) • Interactivity should be incorporated into the storyline from the beginning • Know your audience: research, test, measure, do participatory design • Find your focus, less is more • Interaction through social media directly from the 2nd screen (login) • Audio sync works as technlogy, further development required with content • Learn with others and share your experiences