Orchestrated Media: BBC

http://www.bbc.co.uk/blogs/researchanddevelopment/2011/02/orchestrated-media—beyond-se-1.shtml – DA 2/06/2011

Who’s it by?

Jerry Kramskoy

What its about

The article highlights the evolution of screen based uses and how the viewing experience has changed. Provided are statistics of the usage of the internet, and compares this to how many people use the internet while watching television.

• Enable interactivity around the content (voting, games) and synchronisation thereof, based on time and/or events (such as a producer-console triggered “button push”)
• Enable richer exploration of programme
• Enable social network interactions through sync-related information and content identifiers for replay purposes
• Migrate content between the TV and mobile devices (such as a load-and-go service that runs overnight to load the mobile with video corresponding to the unwatched portion of a program, or a resume-for-home service that picks up viewing on the TV from where it left off on mobile)

Some of the necessary components in reaching these goals include
• Visual feedback of shared interactions on TV screen
• Private interactions on mobile screens
• Support for not only live experience but also time-shifted and on-demand and pay-per-view ones
• A back-channel to broadcaster for interactions, behaviour etc
• Audio for different languages, directors commentary, clean audio etc, selectable per individual, synchronised to the programme
• Accessibility for all above
• Application life-cycle and runtime management

How is it useful

The information provided is highly useful, as it proves that there is a demand for digital multitasking.

“With these features, the show producer now can extend the experience of the show beyond the programme into these additional devices.”

Useful Quotes 

TV and Internet are simultaneously consumed at least once a month by 57% of US homes with broadband, and on average 2.7% of the total TV time per month involved simultaneous Internet access.

A more recent survey carried out by Nielsen on behalf of Yahoo, reported in July 2010,   showed that 3 out of 4 Americans use TV and Internet simultaneously, and half do so every day, but despite TV network encouragement to log in online to further engage with their content only 7% of the respondents frequently engaged online with content related to the TV show or advertisement.

This simultaneous consumption tended to occur during news and sports programs.

Also, mobile video consumption is growing, with 15M viewers in Q2, 09 compared to 7M in Q2, 08, a 70% increase.  This is very likely to increase as tablets gain acceptance.

If the TV or radio supports applications, then these too can collaborate with the apps on these personal devices, enabling family interactions. The TV application can provide the shared user experience, for example, user icons and game or vote scores, while the personal devices are private.

Keywords/Phrases

Orchestrated Media (OM)

Second screen

Two screen

Three screen

Related Articles

Part 2 – http://www.bbc.co.uk/blogs/researchanddevelopment/2011/02/orchestrated-media—beyond-se.shtml – DA 3/06/2011

http://blog.nielsen.com/nielsenwire/online_mobile/three-screen-report-tv-remains-strong-as-dvr-and-online-video-show-most-growth/ – DA 2/06/2011

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