The iTV Doctor Is In!: Using the Smartphone as a TV Companion Device

Dear Readers:

Today we have an interesting question about connectivity--putting the "interaction" in interactive television over on another device. You may argue that this is nothing more than the venerable "two-screen interactive TV" of days gone by, but with the superior intelligence (and ubiquity) of smartphones, and the audience power of television, it's worth another look. But before we start, we inadvertently omitted a couple of key graphics from the MONKEYmedia column the other day. Please follow this link to a corrected copy: http://itvt.com/itv_doctor/6889/itv-doctor-monkeymedia-defines-true-tele...


Dear iTV Doctor:

I see more and more people working in the multiple-platform space (EBIF, iPhone, DISH, DirecTV, VZ widgets, AT&T, Android, Google TV, etc). But not so many working CROSS-platform--connecting one platform to another. Aren't we missing a terrific opportunity by not using television to engage viewers (which it is exceedingly good at) and mobile devices to get them to interact/respond/purchase?

Wondering in Wisconsin

 
Dear Wondering:

I couldn't agree with you more! If we think that interactive "television" should be focused on the user, and we think that every platform should be exploited to the maximum of its capability (e.g. don't export a crummy low-end EBIF application over to iPhone--do a custom iPhone app that SINGS!), then we need a way to connect all that, integrate all that, and track/report all that. To paraphrase Clayton Banks (Zap On Demand CEO, The iTV Doctor, 4/8/2010), smartphone users have their devices WELDED to the palms of their hands--so that's where we have to be!

There are so many pieces of the puzzle, and so many players, that it makes my head spin. But there are a couple of folks who have put together a concept and a company (ThirdWave Interactive) that can pull it off. Paula Suthern and Roger Demuth, like me, left Ensequence last year and are advisors to The iTV Doctor (meaning they read my columns prior to publication to keep me honest on the technology side).

ThirdWave Interactive's solution to the emerging trend of TV meets mobility is focused on bringing interactive video into the mainstream of the mobile experience. Using a set of customizable application modules with a Web-based production service, ThirdWave Interactive enables their customers to insert interactivity into mobile video, allowing viewers to engage with and customize their own unique and personalized viewing experience. ThirdWave Interactive's Mobile TV 3.0 platform is also designed to interact with Internet-enabled TV's (IETV's) and Internet-enabled set-top boxes (IESTB's) to provide mobile-only content to viewers on smartphones and tablets and to synchronize mobile content to television programming.

I think that's the secret sauce.

Let's hear what Roger and Paula have to say:

Smartphones are fast becoming the indispensable workhorse for truly personal computing. Their usage for media consumption, including video, is exploding. Now they are even starting to be used as remote controls for Internet-enabled TV's (IETV's). So what was once a telephone is now becoming the personal media controller.

IETV's and Internet-enabled STB's (IESTB's) are more and more commonplace, with estimates that as many as 50% of the televisions sold in the US within a few years will be Internet-enabled. Furthermore, IETV's are becoming more open, allowing the addition of software and content after the consumer takes them home. Google is into this market with Android-powered TV's, and Apple is widely expected to jump into the market again with a better and cheaper Apple TV product.

As the smartphone and IETV trends accelerate, and with two big players such as Google and Apple both providing IETV's based on their respective mobile OS's, the call for linking the television viewing experience with the smartphone is gaining momentum. Using the smartphone as a companion device, not just a standalone viewing device or as a remote control, is where the real value lies. The reality of using the smartphone as a companion to control and enhance the TV viewing experience is with us.

The prospect of having a second, more interactive, more personal screen available and in the hands of consumers is extremely attractive to programmers and advertisers. With this companion device in the hands of viewers, interactive TV is no longer constrained by the limited remote control device, nor is it bound by the limited capabilities of many existing STB's. When you add IETV's or IESTB's together with mobile, you get an even more powerful interactive experience.

How might this combination of the most successful home entertainment device in history, enhanced with Internet connectivity, and the new, truly personal mobile device be utilized? Imagine a scenario, if you will: A few minutes before ABC's "Dancing with the Stars" is about to begin, an alert goes off on your smartphone. With the alert, the ABC app is engaged and offers you several videos of the upcoming show available only on mobile. The mobile-only videos include a spot from the commercial sponsor. A prompt appears during this spot, offering additional possibilities such as playing a game (related to the product offered), seeing more video about the product, entering a sweepstakes to win a trip sponsored by the advertiser, receiving a coupon or sharing with friends. There are many possibilities for this in-ad interaction. And once you finish interacting with the ad, you return to the program content.

A little later, as the program begins, your phone or tablet gives you the option of viewing last week's performance and the judges' rating of the couple about to perform. As this first couple completes their dance, your mobile brings up a screen giving you the chance to rate their performance. With a couple of quick taps on your screen, your vote is registered and you get the vote results, including a comparison to last week's vote for that couple. The voting results also appear on the television screen for all viewers to see. Now, you have the option of viewing a video of backstage antics, checking the audience rating of the previous week's performance, seeing dancers' bios, or viewing other videoclips not included in the TV broadcast.

Meanwhile, your spouse has joined you with his smartphone. Since he was a few minutes late to the program, he uses the app on his phone to select the catch-up video of the first couple's performance. He is just in time to provide his own rating of the first performers. He also chooses to share his rating and a link to a videoclip of the performance with his social networks (e.g. Facebook, Twitter, etc.)

As the program cuts to commercial, your phone alerts you and gives you additional video from the advertising sponsors. Within this video you again have the option of playing a short, fun game, making a purchase, selecting more video, requesting an email from the sponsor with more information about the product or getting an instant mobile coupon for a special deal. For certain products, such as cars, you may be able to bring up a map showing the location of the nearest dealers, and be given the option to be contacted.

As the program nears the end, you can rate it, verify the reminder for next week's program and receive suggestions for other programs that may interest you, along with video promos. Alternatively, the app on the phone may revert to the standard video player for the network, providing access to all of the network's mobile videos.

This type of companion experience is possible today even without Internet-enabling the TV or STB.

===

The iTV Doctor is *Rick Howe*, who provides interactive television consulting services to programmers and advertisers. He is the recipient of a CTAM Tami Award for retention marketing and this year was nominated to Cable Pioneers. He is also the co-author of a patent for the use of multiscreen mosaics in EPG's. Endorsed by top cable and satellite distributors, "Dr" Howe still makes house calls, and the first visit is always free. His services include product development, distribution strategy and the development of low-cost interactive applications for rapid deployment across all platforms. Have a question for the iTV Doctor? Email him at itvdoctor@itvt.com