2ND SCREEN AT YLE – CASE PUOLI SEITSEMÄN

Maria Hausen, producer, Internet development

Evolution of social watching at Yle

”Aitio” Selected livestreams & chat on the web. Also goal clips, newsfeed & sign-language commentary with sports events. Used with radio shows, sports events, Independence day, Eurovision song contests, etc.

”Stage” (Creative content) In use with selected livestreams. Chat & Twitter feed. Drupal as platform. News & current affairs 2nd screen In use with current ”theme evenings”. Escenic as platform.

2011 2009 2013 2014

Livestreams & chat on web pages

Social tv & expansion of 2nd screen

Responsive 2nd screen

Tweets to tv screen (Yle’s proprietory system)

Social tv pilot User generated content to tv screen Common 2nd screen platform pilot

2010 2012

Eurovision Song Contest 2011 (Aitio)

End of the world discussion 2012 (Aitio)

Bron, 1st episode of season 2, 2013 (Stage)

Docventures 2013 (Stage)

UMK (Finnish qualifications for Eurovision Song Contest) 2014 (Stage)

A2 cannabis theme evening 2014

A2 Russia theme evening 2014

Vision: Common 2nd screen

platform

Common form

Feed Poll Chat Other content

etc.

Sources

Content

2nd screen

Publishing

Form

Feed Poll Chat Other content

etc.

Sources

Content

2nd screen

Publishing

Technology

Interaction

Concept Workflow

Objectives of the common 2nd screen pilot •  To get an overview of 2nd screen at Yle and to

ensure the different modules will be developed with common goals and needs in mind

•  To test whether 2nd screen functionalities can be centralized

•  To learn, learn, learn •  What works on the 2nd screen, what doesn’t •  Understanding what working with a 2nd screen

platform requires (competencies, workflows, integrations, etc.)

Social tv pilot

•  A separate social tv pilot coincided with the 2nd screen pilot

•  Three social tv systems were piloted in five different programmes

Responsive website yle.fi/puoliseitseman/osallistu

Yle Areena

Yle

Are

ena

iPad

app

Audio sync

•  Info page manually updated in the backend

•  Embedded Ninchat •  2 moderators during live shows

•  Polls created and results displayed on tv screen via Never.no

•  Aggregated & moderated social media feed (FB, Twitter, Instagram, images from email) (Never.no)

•  Tweets and images to tv screen (Never.no)

The visible part of the pilot was just the tip of the iceberg

Audio sync technology Concept

Implementation

Social tv pilot

Creative Content web team

Production team

Viz RT experts

The barriers between internet and broadcast are breaking

Programmer

Director Subeditor

Producer Taustatoimittaja

Graphic designer

System specialists

Editor/community manager

Internet Broadcast

Developers

AD

Community manager

Producer

Concept designer

Kehitettävää

•  Markkinointi

”Style week” at Puoli seitsemän

18.3. 19.3. 20.3. 21.3.

•  Guest: Olavi Uusivirta •  Outfit 1

•  Guest: Maria Veitola •  Outfit 2

•  Guest: Sara Chafak •  Outfit 3

• Guest: Teemu Muurimäki • Winning outfit

Own tv watching style (send your photo)

The most stylish pet (send your photo)

#puoli7 #tyyliviikko @puoliseitseman ps@yle.fi

The final outfit poll increased 2nd screen usage at the end of the week

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

18.3. 19.3. 20.3. 21.3.

Eri selaimet, oheisruutu

Annetut äänet

Viewers 514 488 523 199 596 236 526 441

Proportion of 2nd screen users

0,10% 0,06% 0,42% 1,19%

Source: comScore Digital Analytix, Finnpanel, Never.no

9 213 unique

browsers during

”Style week”

Unique browsers, 2nd screen

Number of votes

5 711 votes

Voting was the core in the 2nd screen, audio sync was of no interest

15%

12%

60%

13%

Kaikki viestit ja kommentit samalla sivulla Mahdollisuus lukea chat-viestejä ja osallistua chatiin Mahdollisuus äänestää

Tiedot ohjelmasta / lähetyksestä

Äänentunnistuksen avulla ohjaaminen Osallistu-sivulle

n=57

Source: 2nd screen user survey

All messages and comments on the same page

Possibility to read chat messages and to chat

Possibility to vote

Information about the show/episode

Audio sync guiding to the 2nd screen

Investment vs. impact

345 messages in total

Source: comScore Digital Analytix, Ninchat

3 646 page views

2 738 page views

12 615 page views

1 933 page views

The presence of the 2nd screen in show clearly increases its use

n=72

49%

8%

17%

8%

11%

7%

Ohjelmassa kerrottiin siitä Hakukoneen kautta

Yle.fi:ssä olleesta linkistä

Yle Areenan iPad-applikaatiosta Sosiaalisessa mediassa olleen suosittelun kautta Kaveri/sukulainen/kollega kertoi tästä Muu

Mentioned in the show

Search engine

A link on yle.fi

Yle Areena iPad app

Recommendation in social media

Friend/colleague/relative recommended

Other

Source: 2nd screen user survey

2nd screen users did not represent the most potential target group

49% 51%

Miehiä Naisia

13%

22%

33%

30%

2%

0-14 vuotiaat

15-29 vuotiaat

30-44 vuotiaat

45-59 vuotiaat

60-74 vuotiaat

75 ja vanhemmat

n=67

Average age: 50.2 years n=63

years

years

years

years

years

years and older

Male Female

Source: 2nd screen user survey

Desktop use dominated despite iPad optimization

62% 20%

18%

Tietokone

Tabletti

Mobiili

Source: comScore Digital Analytix

Desktop

Tablet

Mobile

Using Ps 2nd screen was a positive experience overall

•  87% of visits were successful

•  Impact on viewing experience: 3.62 (1-5)

•  Likelihood of using Ps 2nd screen in the future: 3.68 (1-5)

•  Net promoter score: -4.37

Source: 2nd screen user survey

Learnings •  Pilot one thing at a time (MVP), be prepared for surprises •  Take experts’ role into account from the beginning

(resourcing, budgeting) •  Interactivity should be incorporated into the storyline from

the beginning •  Know your audience: research, test, measure, do

participatory design •  Find your focus, less is more •  Interaction through social media directly from the 2nd

screen (login) •  Audio sync works as technlogy, further development

required with content •  Learn with others and share your experiences

Thank you!

maria.hausen@yle.fi @mariahausen