Is Television Really Dead?

transcript

SOCIAL MEDIA STATE OF

“INDIAN TELEVISION”

PRIYANKA PARTIGlobal Head – Knowledge Management & Operations

Social Media Needs TV & TV Needs Social

Studies show 39% increase in share of viewers that are aware

of more programs because of Social Media

http://www.nielsensocial.com/living-social-how-second-screens-are-helping-tv-make-fans/

WRONG APPROACH

TV Vs SocialRIGHT APPROACH

TV WITH Social

http://www.nielsen.com/us/en/insights/news/2014/living-social-how-second-screens-are-helping-tv-make-fans.html

Social Media Needs TV & TV Needs Social

Social Media Needs TV & TV Needs Social!!

http://www.slideshare.net/tinhanhvy/the-digital-consumer-report-2014-nielsen

http://www.nielsen.com/us/en/insights/news/2011/the-relationship-between-social-media-buzz-and-tv-ratings.html

Creating an ideal fit for the future of viewership!!

How Television channels are currently

using social media to increase viewership?

OTHER PROMOTIONS

QA sessions related to the show

Behind the scenes/ First day of the

Unseen images of upcoming

Usage of custom tabs & Hashtags

Youtube Channel/ website

channel

Campaigns specific posts

Actor/Star updates

REVOLUTIONARY

Creating a cutting edge advantage

EvolutionaryWhat customers are expecting we should

come up with

Sustaining

What everyone is doing already

How television should actually collaborate

with Social Media data for larger utility

REACTIVE

Channel AnalysisTraditional social media

channels & monitoring

them/sharing content

PROACTIVE

Social Media strategy

combined with big dataBuilding methodologies of

what works for you

PREDICTIVE

MARKET Prediction

& trends Inculcating Social

media knowledge

before hand to build

market advantage

REVOLUTIONARY

come up with

SUSTAINING

WHAT EVERYONE IS ALREADY DOING

Channel AnalysisTraditional social media channels & monitoring

them/sharing content

SUSTAINING – REACTIVE IN NATURE

Social Media utility for television

Case Study1 - SUSTAINING

Overall Buzz / sources of the channel in the

social media

Key Topics where channel/ program was

discussed

Top 10 Programs (their sentiment/

demographic / leading actors / word

clouds / key websites or forums / influences

& advocates

Key Analysis covers – Programs/shows,

actors, broadcast channel related discussions

CONTENT

Streamlining

content strategy

for TV’s social

media channels

PROMOTION

Promoting what is

relevant & discarding

what is creating a

negative impact

IMPACT

Measuring impact

without any delay as

conversations happen

real time

SAMPLE Case Study1 - SUSTAINING

Overall Buzz / sources of the TV channels

Star WorldFox Crime StarMovies

FXNetworks

StarMoviesAction

0 2 4 6 8 10 12

BREAKING BADSRK INTERVIEW

FRIENDS MARATHONREVENGE

HOW I MET YOUR MOTHERONE TREE HILL

GLEEGREY'S ANATOMY

THE BIG BANG THEORYSUPERNATURAL 7

Top 10 shows across the TV channel

5 83 2 1 1

5 2 1 2

1 1 2 2 1 10

Negative Neutral Positive

Key conversation topics & sentiment

REVOLUTIONARY

EVOLUTIONARYSustaining

WHAT CUSTOMERS ARE EXPECTING WE SHOULD

BE COMING UP WITH

Social Media strategy combined with big dataBuilding methodologies of what works for you.

EVOLUTIONARY – PROACTIVE IN NATURE

Case Study2 - EVOLUTIONARY

Ongoing Programs :Which type of videos/shows are popular. Ranking them higher in channel website/ Youtube. Dubbing them in language based subtitles basis popularity etc

Key Analysis covers : Real-Time engagement

of audience with respect to their sentiments/

chatter across events/ news / show results &

prospective winner related discussions

One Time events :Elections / FIFA /

Reality Shows / Winner

announcement etc

Case Study2 - EVOLUTIONARY (One-Time event)

Case Study2 - EVOLUTIONARY (FIFA)

REVOLUTIONARY

come up with

Sustaining

REVOLUTIONARY – PREDICTIVE IN NATURE

CREATING A CUTTING EDGE ADVANTAGE

MARKET Prediction & trends Inculcating Social media knowledge before-hand to build market advantage

Case Study3 - REVOLUTIONARY

What if social media data is used to answer questions

that Television is waiting for?

What if Social Media

Data tells me in advance

that killing a character

would increase my

viewership?If Social Media data

has answers to user’s

preference – limited

number of shows vs

On-Going legacy of

programsIf Social Media profiles

could answer my questions

to as to what works ONLY

for a specific SHOW’s

audience “Rituals vs

modernism”

What works then, doesn’t mean it works nowViewers interest changes rapidly – TV needs to monetize their taste

Currently on the top

EMERGING

Next Big Thing

POPULAR

Preferred by all

Identify social media Accounts of

people basis –

Gender/ Education/ Region / Income /

Families / Lifestyle / Interest or hobbies)

Identify key “Interests” basis

what these people are talking

about. Maintain & keep

refreshing this source

PREDICTING THE FUTURE OF LIKABILITY?

“BIG – EMERGING – POPULAR”

Emotions / Moods /

Core Beliefs

Events / Experien

Topics

Let’s see how does BEP Model would’ve worked in a

flashback during “Kyunki Saas Bhi Kabhi Bahu Thi”

SOCIAL MEDIA PROFILES INDIANS IN LATE 1990s

Tradition

Strong Educated

House wife

Family OrientedRituals

WAY FORWARD - THE SOCIAL MILLENIALS

SUSTAINING

“REACTIVE”

REVOLUTIONARY

“PREDICTIVE”

THE FUTURE “PRESCRIPTIVE”

EVOLUTIONARY

“PROACTIVE”

INSIGHTS ARE BIGGER!!

contactus@thoughtbuzz.comwww.thoughtbuzz.com

Is Television Really Dead?

Data & Analytics