•How are viewers using social media to enhance their program engagement?

•What program genres are best suited for social media?

•Applying social TV applications in Nine's sports broadcasts

•Monetising social TV through increased value-add for advertisers

• In review: successes, challenges, next steps

The death of TV?- hardly Social TV wont be big, it will be huge!

1. TV has always been social

2. Meets a social need to share experiences

3. Device proliferation

4. Depth rather than breadth

What’s driving the rapid development?

To

p 1

0 M

ed

ia

Co

nte

nt

1. TV shows

2. Social networking sites

3. Music

4. Websites

5. Movies

6. Newspapers

7. Books

8. Video Games

9. Radio Programming

10.Ads

Source: Deloitte State of the Media Democracy

So

cia

l T

V

Mo

tivati

on

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Tell friends whatshows I watch

Help keep myshows on air

Tell friendsabout new

shows

Startconversations

about newshows

Source: TVGuide.com User Research Study, May 2011

95% 70% 77% 49% 10% 49% 54%

TV is the most favoured form of entertainment over the last 50 years

New delivery technologies Satellite; cable, digital terrestrial, 4g; highspeed broadband NBN

New hardware/software

Smart TV’s, Android powered screens of all sizes, Cloud-based services, Windows 8 for mobile

New services

T-Box (Mediahub), Fetch, Xbox360, Iview, Ninemsn Video, Plus7 Optus TV Now

TV still anytime, anywhere

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

% T

ota

l TV

Usa

ge

% T

able

t Im

pre

ssio

ns

on

Nin

em

sn N

etw

ork

Tablets TV

Source: OzTAM, Ninemsn

66.3%

53.9%

61

21

82

43

03

64

24

8 2 81

42

02

63

23

84

45

0 41

01

62

22

83

44

04

65

2 61

21

82

43

03

64

24

8 1 71

31

92

53

13

74

34

9 3 91

52

12

73

33

94

55

1 51

11

72

32

93

54

14

7 1 71

31

92

53

13

74

34

9 3 91

52

12

73

33

94

55

1 51

11

72

32

93

54

14

75

3

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Source: OzTAM

BREADTH

DE

PT

H

Dedicated TV microsites Broadcast Catch-up -Ninemsn Video

Mobile sites Social Media Apps

Immersing viewers into the broadcast

Social TV Evolution

1. Conversation Portal 2. Complementary Content

3. Content Discovery 4. Content Guidance

5. Gamification 6. Commercial Redemption

7. LBS

1.Native login

2.Social network login

3.Content matching

4. Signal injection?

Drama

Reality

Comedy Reality- non competition

Source: NM Incite

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

1 week prior WK 1 WK 2 WK 3 WK 4 Finale

Twitter Buzz Other Buzz

Social Media Source: BuzzMetrics, Buzz numbers = Total number of public mentions. Total People 17Th Oct to 21st Nov 2011

700,000

800,000

900,000

1,000,000

1,100,000

1,200,000

1,300,000

1,400,000

-

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

2 weeksprior

1 week prior WK 1 WK 2 WK 3 WK 4 Finale

Me

nti

on

s Celebrity Apprentice Buzz Numbers Celebrity Apprentice Audience

Social Media Source: BuzzMetrics, Buzz numbers = Total number of public mentions, data collected from 10th Oct to 21st Nov 2011. Total People. Ratings Source: OzTam Consolidated data, Celebrity Apprentice 24th Oct to 21st Nov 2011. 5 City Metro Total People

400,000

500,000

600,000

700,000

800,000

900,000

1,000,000

1,100,000

1,200,000

1,300,000

1,400,000

0

500

1,000

1,500

2,000

2,500

Day1

Day2

Day3

Day4

Day5

Day6

Day7

Day8

Day9

Day10

Day11

Day12

Day13

Day14

Day15

Day16

Day17

Day18

Day19

Me

nti

on

s

Celebrity Apprentice Buzz Numbers Celebrity Apprentice Audience

Social Media Source: BuzzMetrics, Buzz numbers = Total number of public mentions. Ratings Source: OzTam Consolidated data, Celebrity Apprentice 24th Oct to 21st Nov 2011. 5 City Metro Total People

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

1,000,000

0

50

100

150

200

250

300

350

400

450

500

Me

nti

on

s

Positive Buzz Negative Buzz Excess Baggage Audience

Social Media Source: BuzzMetrics, Buzz numbers = Total number of public mentions, data collected from 30th Jan to 12h Feb 2012. Total People. Ratings Source: OzTam Consolidated data, Excess Baggage 30th Jan to 8th Feb 2012. 5 City Metro Total People

Sustained sponsorship; Sustained buzz

Social Media Source: BuzzMetrics, Buzz numbers = Total number of public mentions of KFC from the period of 30th Nov 2011 to 19th Jan 2012. Total People

Test 1

Test 2

Test 1

Test 2

Test 3

“Buzz” is increasingly relevant for Brands 26% of online discussions

mention brands “KFC has to be my favourite place in the

world”

“Watching the cricket makes me feel like a

KFC”

“Think I’ll have Maccas for lunch and KFC for

dinner”

“Thanks add. Now I feel like a Krusher from KFC”

“Cricket was good, waiting for the better half to pick me up and gonna try one of those kfc subs

and play some xbox”

“Every time I watch the cricket I always want

KFC”

“This KFC Big Bash T20 Cricket is pretty damn

cool”

Social Media Source: BuzzMetrics, Buzz numbers = Total number of public mentions of KFC from the period of 30th Nov 2011 to 19th Jan 2012. Total People

Primary Use of the 2nd Screen

40%

23%

16%

20%

40%

25%

14%

22%

Often

Sometimes

Rarely

Never

Study 1 Study 2

Concurrent Media Consumption 81%

46%

46%

33%

27%

19%

80%

51%

44%

33%

25%

20%

Unrelated Sites

Sites Related to Program

Unrelated SN

Related SN

Site of Program/B'Caster

Site of Program

Sponsor/Advertiser

Source: Ninelab 2011

0 20 40 60

Table

tSm

art Ph

on

eP

C/Lap

top

The Primary

Secondary

Source: Ninelab 2011

Social TV still in infancy

0

10

20

30

40

50

60

70

80

90

Tbox Fetch XBox360 Apple TV GoogleTV

Tablet Smart TV SmartPhone

Social TVApps(e.g.

GetGlue)Awareness (%) Usage (%)

Source: Ninelab 2011

0 10 20 30 40 50 60

Write forum feedback

Engage with other fans

Engage communities

Read forum feedback

Games

Info on catch up

Gossip on casts and celebrities

Conversation with cast and crew

Actor Interviews

Vote for Programs

Exclusive Content

Additional footage

Invites

Behind the scenes info

Info on Schedule

Info on Program

Discounts

Competitions

Source: Ninelab 2011

54% motivated to watch after reading SM

Source: Ninelab 2011

6 Test Matches

24 Days of Cricket

69 Questions

Total Page Views: 12.4m

Total visits to date: 2.5m

Single Day Traffic Record: almost 1m

Average time per visit: almost 6 minutes

5

10

15

20

25

30

35

Distraction- Cricket App

5

10

15

20

25

30

Access During Break?

5

10

15

20

25

30

35

40

Distraction- Social Media

Source: Ninelab 2011

0% 20% 40% 60% 80%

During Ad Break

During Program

After Program

Cricket App User General SM User

Source: Ninelab 2011

50

55

60

65

70

75

80

85

90

Interest in Cricket

13

15

17

19

21

23

25

27

29

Sponsor Disposition- choose over competitors

22

24

26

28

30

32

34

36

38

40

42

Sponsor Disposition- better quality

Source: Ninelab 2011

21

26

31

36

41

Advocacy

40

42

44

46

48

50

52

54

56

Brand Awareness

30

35

40

45

50

TVC Recall

Source: Ninelab 2011

Successes, Challenges and Next Steps

Social TV:

• Html5; 2nd screen; smart tv

• Some minor disruption to linear viewing

–Enhanced engagement and commericalisation outweigh disruption

Trend towards:

• Broadcast Portal; SM aggregation per program

• EPG;Content replay;Content Recommendation

• Commercial redemption; improved loyalty schemes

• Gps and targetted ad support

Backed by:

Content matching (audio & video) or signal injection