With The Cable Show in high gear, I started the day early and went straight through to closing. Here's a snapshot of key iTV points made by one or more industry experts during the day.
1. Putting viewers in control of how they engage logically leads to giving them a choice of screens on which to engage. Softel's CEO Sam Pemberton underscored this during my one-on-one meeting with him as well as in his demo at Imagine Park of their just launched MediaSphere Bridge Ecosystem, a cool new take on engaging viewers on multiple screens.
2. Viewers sometimes just want to have fun. A&E's Jennifer McNab-Bauman walked me through a surfeit of engaging, fun games for their networks. Nothing too serious but an easy break for someone during the day. And the Softel interactive ad demo featured - what else - a simple game for ad viewers during a Coke commercial (just a demo).
3. All is not equally social. The most intriguing stat of the day was from SocialGuide founder and CEO Sean Casey who pointed at that while sports programming constitutes just 2% of all live programming, their stats show it drives half of all social TV dialogue. See my video below of a portion of his demo. Steve Miller over at AccuWeather is focused on greater integration of social media into the company's weather apps using geo-targeting capabilities.
4. The increasingly rapid evolution of the TV experience in terms of the engaged customer is powered by multiple trends. comScore's Joan Fitzgerald underscored this by citing three key drivers: (i) a vast increase in consumption of online video (see her slide); (ii) rise of social media, specifically usage while watching TV; and (iii) penetration of mobile platforms (smartphones and tablets).
Additional Cable Show blogs:
Five iTV Themes from The Cable Show - Day One
Six iTV Themes from The Cable Show - Day Three
Will Keller, President, Interactive TV Commerce, is the go-to expert for t-commerce sales strategy and execution. For more iTV insights, subscribe to Inside the Screen or follow him @iTVcommerce.