From Social TV & 2nd Screen App to Continuous Multi-Screen Experience

1. If the Content is King, Multi-Screen is the Queen
From 2nd Screen Social TV Apps to Continuous Multi-Screen Experience
Jian Wu
April 2013

2. A Nation of Multi-Screeners
From Nielsen “Cross-Platform Report”
“85% of tablet/smartphone owners use their device while watching
TV at least once a month with 40% of them doing it daily”

3. A Nation of Multi-Screeners
“Social Networking is a top
activity on both tablets and
smartphones, but people aren’t
just chatting with their social
connections, they’re also
shopping and looking up
relevant program and product
info”
From Nielsen “Social Media Report”

4. From Google “The New Multi-screen World: Understanding Cross-Platform Consumer Behavior”
Emerging New Multi-Screen Behavior Patterns

5. From Google “The New Multi-screen World: Understanding Cross-Platform Consumer Behavior”

6. Apps + Contents = Continuous Multi-Screen Experience
The Continuous Multi-Screen Experience will fundamentally change the TV Broadcast, Video
and Ads Industries in many areas as:
Current Practice New Continuous Multi-Screen Experience
Audience
Measurement
Nielsen Rating Tweets per second(TPS), Tweets per minute(TPM), Total
Number of Tweets, Social TV Metrics, ...
Content Discovery EPG Grid Personalized and Socialized Content Discovery
Video Content Content for TV Screen Content for 1st Screen
Dedicated Content for 2nd Screen
Content for every screen and across screen
Consumer
Engagement
Consumers flipping
channels during 30s
ads, ...
2nd Screen Apps provide related content, quiz, chats, and
social activities for deep engagement, including In-
program re-engagement across devices, and stickiness
to tv program
Advertisement 30s Ads, Pre-roll and
Post-roll Ads
Dynamic, location-based and personalized Ads
Promotion through engagement and activities
Ads exclusive to 2nd Screen
[From eMarketer]Worldwide, digital ad spending passed
the $100-billion mark for the first time in 2012, according
to new eMarketer estimates, and will increase by a
further 15.1% in 2013 to $118.4 billion.

7. Gartner: $3 trillion infotainment market by 2015
From Trendrr Blog Social TV Ecosystem 2011/2012
Infotainment is "information-based media content or programming that also includes entertainment content
in an effort to enhance popularity with audiences and consumers."

8. Trendrr Social TV Ecosystem 2011/2012 [Infographic]
-- including 2nd
Screen Apps

9. 2nd
Screen App Features
● Conversation: comments, tweets, discussion about the show
● Gaming: badges, rewards, quizzes
● Discovery: find relevant content through recommendation
● Shopping: buy the clothes this character is swearing
● Information: get info about people, song, poem. ...
● Trend: see immediately what is popular
● Action: use the 2nd screen as remote control
● Participation: contribute to the show and influnce it

10. TV Check: 2nd
Screen Social TV App from Orange
TVcheck is a social TV App with check-in experience
that facilitates social dialogue around TV content; it
enables TV viewers to check in to the shows that they
are watching, and earn points and badges as a
reward. By integrated with FB and Twitter, TV viewers
can discover new content that their community shares
and also to share their favourite programmes with their
friends and community
Play and Win QuizEarn Badges Share feelingsDiscover the Program
TV Check is publicly available to all the EU consumers. ACR technology is used
to automatically identify the video content for check in and sharing; 2nd
screen
content are curated by Orange.
Check in

11. 2nd
Screen App: Viggle rewards viewer of watching TV
Sign up Discover
Program
with ACR
Check in Earn Reward Total Rewards
Viggle is a loyalty program for television that gives people real rewards for checking into the
television shows they are watching. Available for Android, Apple iPhone, iPad and iPod touch, Viggle
automatically identifies the television shows its users are watching and awards them points when
they check-in. Viggle users can redeem their points in the app’s rewards catalog for items such as
movie tickets, music, gift cards or they can convert them into charitable donations.
Viggle was launched in Jan 2012. As the end of Jan 2013, it has 1,811,512 Registered
Users with 151,620,602 check-ins, its members has redeemed 1,386,938 rewards.

12. NFL 2nd
Screen App: Thursday Night Football Extra
Last Sept, NFL Network launched a dedicated 2nd
Screen App Thursday Night Football Extra
(TNF Xtra) for Thursday Night Football Program to:
● Bring fans inside the game, show
● More about the show
● Prevent flipping to a different channel at break in action
● Connect fans with similar interests through social media
Complementary Game
Insights(teams facts, stats)
Exclusive live streaming
sideline video from a
dedicated reporter
Interactive Quiz and Pulls
competing with friends
and fans
Engage fans with curated
and aggregated Twitter feeds
and FB Connections
Two Unique features about TNF Xtra:
1. It has dedicated 2nd Screen Contents synched with 1st Screen
2. It is exclusively sponsored by State Form on 2nd Screen, which
is not associated/linked with TV Channel

13. 2nd
Screen App Dijit Remote with NextGuide
Personalized Programming Guide + Universal Remote Control
1. Personalized Programming Guide combining EPG and Netflix Instant Queue
2. Universal Remote Control working with Roku Player, LG TV through Griffin
Beacon

14. 2nd
Screen App Miso:
2.Check-in to TV episodes and movies to
share what you watch
3. Connect and Share with friends who
watch the same shows as you
1. Connect Miso with your internet-
enabled DIRECTV, AT&T U-verse,
or MTS Ultimate TV receiver to
automatically identify what's on TV
and synchronize SideShows
User Created SideShow synchronized with Content
On Feb 02 2013, Dijit announced that it is in the process of acquiring Miso

15. Netflix 2nd
Screen App for PS3:
1. Through your phone or tablet,
you can play the title on either
your mobile device, or your PS3.
2. While playing the title on PS3,
you can fast forward, rewind,
pause, move to another episode,
rate the movie or show, and
change the audio or subtitle
settings from your 2nd Screen.
3. You can tap the back arrow on
the top left to browse for other
titles, and tap the blue bar at the
top of the screen to return to the
video playing on your PS3.

16. Key Enabling Technologies for Multi-Screen Apps
● Context Aware Voice Interaction and Dialogue
● Automatic Content Recognition (ACR)
● Communication and Synchronization among User Devices
● Personalized User Profiles
● Personalizing TV Interaction with Social Web & Semantic Web
● Unified and Intuitive UI across Multi-Screen

17. Context Aware Voice Interaction and Dialogue
As Vlingo's Virtual Assistant to Smart TV demonstrated at CES 2012, with smartphone as Voice
Assistant Device integrated with back-end Context Aware Dialogue Manager, it can provide most
natural human machine conversation assisting people to find what they want to watch on TV

18. Automatic Content Recognition
1. Automatic Content Recognition through Video Finger
printing
2. Interactive TV and 2nd
Screen App
based on identified Content
Flingo's automatic content recognition (ACR) embedded in Smart TVs and STBs, can
identify video content in real-time and instantly deliver the contextually relevant content to
Viewer's 2nd screen through its SyncApp Framework Samba.
TvTak Video Recognition
TvTak uses a unique sophisticated patent-pending
technology to identify TV content by pointing the camera of
the smartphone at the television set. TvTak, running on the
smartphone, first detects the surface of the television
display, and then computes an identifier of the video playing
on the TV with its unique graphical characteristics; the
computed identifier will be compared to source identifiers
from back-end databases for related video content.

19. Communication and Synchronization among User Devices
1. Google TV Anymote Protocol
The Anymote Protocol is a specification that
defines how second screen apps securely send input
events to first screen devices on the same network.
Google Anymote Protocol Library is open sourced
and can be running on Android 2.2 and above
2. DIAL from Netflix and Youtube
DIAL—forDIscovery And Launch—is a simple
protocol that 2nd screen devices can use to
discover and launch apps on 1st screen devices.
Netflix provides a C++ reference implementation
in open source, it needs to be ported to Android
2.2 through NDK

20. Netflix to Launch Personalized User Profiles
1. users are asked who is watching. 2. Profiles come with a simple avatar.
3. Each profile can be personalized
to display specific movie and TV
show recommendations.
4. Here's the top 10 for Mom5. Users can easily switch
between profiles.
6. The top 10 for Dad, which is different
from what Mom has been watching
7. Users can add a new profile if they want to,
for example, track everything the family has
been watching together.
Personal Profile
Family Profile

21. Personalized TV Interaction with Social Web
Netflix Facebook Integration
Netflix: Enrich user's TV experience through his/her friends‘ TV experience

22. BBC: from a relational content model and static publishing framework towards a fully
dynamic semantic publishing (DSP) architecture
Personalized TV Interaction with Semantic Web
By describing the storyline
[of a TV programme] using
an Ontology. This storyline
can then be presented either
in a linear way, mapped to
the traditional TV structure of
episodes and series, or
deconstructed to let you
examine a single story arc
within a complex narrative

23. BBC & NoTube Joint R&D: by extracting semantic concept and knowledge from user social
activity and message stream and linking with Semantic TV content, a user semantic profile
can be generated to:
– Filtering of TV content -> personalisation, recommendation
– Augmentation of TV content with Rich Metadata
Personalized TV Interaction with Social Web & Semantic Web

24. Semantic
Context
Social Activity
Content, Semantic Context and Social Activity Orchestration
FB Social Graph Search
Semantic Search
Personalized Content
Discovery and Experience

25. One UI, N Screens, M Content & Services
Metro Style UI has been adopted across device, os and vendors. We think
that Metro Style UI is a good candidate for Multi-Screen Apps
Xbox Metro
Dashboard
Xfinity X1
Platform
Google
Play Store
for TV
Samsung
Smart TV
Social

26. Tablet is the Controller of Multi-Screen Experience
We think that Tablet, as a personal device, would be the controller of Multi-
Screen Experience and would be able to:
User Profile &
Device Manager 1. Integrate with Cloud-based User Profile
& Device Manager
2. Device Communication &
Synchronization through AnyMote like
Protocol
3. Tablet can push Content URL to TV for
streaming
4. Integrate with SNS, such as Facebook
5. Simple Metro-like UI across Tablet and
TV

27. A Multi-Screen Use Case Study: Interactive Voice of China
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