Interactive TV News Round-Up (IV): Likers.tv, Mongol TV, Nielsen
--Advertising Platform, Likers.tv, Aims to "Bridge the Gap between TV and the Second Screen"
--Likers.tv Secures Deal with Mongolia's Mongol TV
--Nielsen Survey Finds Widespread Use of Second Screen during TV Viewing
Because the [itvt] editorial team has been working on The TV of Tomorrow Show 2012, we are covering stories in this issue in round-up/summary format.
- Likers.tv, a social media-based on-screen advertising platform which claims to "bridge the gap between TV and the 'second screen,'" launched at the MIPTV market in Cannes last week. "Comprising a live advertising ticker at the bottom of the TV screen--overlaid onto existing programming--the Likers.tv platform displays pictures and names of a brand's new social media fans in real time to facilitate live public endorsement on TV," Likers.tv states in its press materials. "Viewers can also 'like' a specific program or show contestant, creating new ways in which to engage in voting or competitions. The aim of Likers.tv is to create a new business model for broadcasters by establishing a new source of advertising income, as well as exploit and expand a brand's commercial fanpage community and to drive both fan engagement and consumer awareness...Technical development of the Likers.tv proposition is complete, and the patent is pending. TV networks will receive a free license, conditional on royalties, and Likers.tv will manage the live fan feed, which also includes an in-built linguistic filter. The platform is currently compatible with Facebook, with other social media channels, including Twitter, to be made available soon." Said Likers.tv creator, Louis Massicotte, president of Canada's MASS-Medias Capitale: "The recent boom in TV sponsorship, social media brand interaction and Internet connectivity means that there's a nascent but substantial opportunity for both brands and broadcasters in the space. Likers.tv aims to facilitate such relationships, providing the platform, technology and management and creating new interactivity between viewers, TV and brands. Such offerings can be specifically tailored as required, and we anticipate the lure of being seen on TV will cultivate higher engagement than ever before. Likers.tv also represents an innovative way for brands to expand their social media presence, driving new customers to their fan pages." Added Michel Rodrigue, CEO of Likers.tv distribution partner, The Format People: "Likers.tv represents a great step towards building a fully integrated viewing experience between first and second screen. It gives viewers a chance to be seen and heard while building a direct link between social media fans and the shows that people love."
- Shortly after its launch, Likers.tv announced that it has secured a deal with Mongolian broadcaster, Mongol TV. The deal will see the company providing Mongol TV with a free license, conditional on royalties, and managing a live fan feed, including its built-in linguistic filter. Said Massicotte: "Mongol TV is the perfect partner for Likers.tv. More than 60% of the country's population is under 35 and are digital natives, which makes our social media-based platform the ideal way through which viewers can interact with TV shows and brands alike. Likers.tv taps into Mongolia's high social media use and we're very excited that Mongol TV will become one of the first beneficiaries of our interactive technology."
Nielsen has published the results of a Q4, 2011 survey of connected device owners in the US, the UK, Germany and Italy that explored the extent to which consumers are simultaneously using a second-screen device while watching TV on a TV set. "Whether to check email or to look up program or product information, watching TV while using a tablet or smartphone is more common than not," Nielsen states on its blog. "In the US, 88% of tablet owners and 86% of smartphone owners said they used their device while watching TV at least once during a 30-day period. For 45% of tablet-tapping Americans, using their device while watching TV was a daily event, with 26% noting simultaneous TV and tablet use several times a day. US smartphone owners showed similar dual usage of TV with their phones, with 41% saying they use their phone at least once a day while tuned in. Device owners in the UK also logged heavy usage for tablets (80%) and smartphones (78%) while watching TV. British daily usage of smartphones or tablets while watching TV rivaled that of the US. Nearly a quarter (24%) of those surveyed claim[ed] to use their device several times a day while watching TV. Italians and Germans were the least likely to use a device while watching TV. In both countries, 29% of users said they never use a tablet and TV together and 34% of Italians and 35% of Germans said they don't use their smartphone while watching TV...The most frequent tablet or smartphone activity across all countries while also watching TV was checking email--either during a commercial break or during the show. Yet device owners also seem to engage with content related to the TV as well, either by looking up information related to the show or looking for deals and general information on products advertised on TV."