NBC, ABC, CBS, FOX ... Facebook? [My Ad Age Article]

I had the following article published on Ad Age last week.  I'm publishing it here for the few people who read my blog only, and to have a record for the future [direct link].

NBC, ABC, CBS, FOX ... Facebook? 
The Real Opportunity For Content Is Web Series, Which Can Benefit From Facebook's Engagement

By: Kevin Skobac
Published: December 21, 2011

As Facebook continues to grow its user base worldwide, entertainment companies are increasingly trying to find ways to use the platform as a new form of TV channel with unprecedented reach. Both major TV networks and Hollywood film studios have previously allowed people to watch their content via their Facebook pages, including paid video trials such as Warner Brothers renting its "Dark Knight" film from its ultra-successful "Batman" franchise for Facebook credits.

Unfortunately, for WB and others, no early tests of traditional companies pushing their content on Facebook have registered any real success. Audiences simply don't seem interested in watching long-form, lean-back content wrapped in a Facebook environment (though augmenting traditional TV with a second-screen social context is another discussion).

But new Web-only entertainment creators can succeed where big media failed. Here's why: they're producing video content that differs significantly from the classic TV model. First, each "episode" is typically much shorter, commanding less of a singularly focused, lean-back experience. Second, outside of the normal broadcast schedule, users aren't trained to "tune in" or remember when the next episode will be ready for viewing. Facebook can help content creators meet these challenges in ways that would drive more interest, engagement and repeat viewership.

Push notification systems 
Typically, Web-only video series are discovered via recommendations through press or friends, but then suffer steep drop-off in eyeballs for the 2nd episode. This occurs typically via both standalone Web sites as well as YouTube. Hundreds of millions of people, on the other hand, return to Facebook every day. Video series can take advantage of news feed posts, event invites, and top-bar notifications to inform viewers every time a new episode or piece of content is released. In this manner, shows will be able to command much more repeat tune-in than typical Web fare. Shows can also easily fill in the time between episodes with goodies like extra footage and cast interviews in the same tuned delivery system that new episodes flow through to keep viewers interested during down time.

Personalization capabilities 
Facebook has an immense amount of user data accessible through its APIs that have been leveraged in interesting ways within content. Advertisers and musicians have already been pushing the boundaries of personalized experiences in exciting ways (see: "The Wilderness Downtown" or "Take This Lollipop"), but original content producers have, for the most part, not taken advantage of the opportunity until recently. AOL's new Facebook-only show "AIM High" launched with a unique feature that allows viewers to login with Facebook Connect to view a more personalized version of each episode. After connecting, viewers may notice their own faces on posters in the school setting, or even find themselves running for high school class president directly within the plot of the show. While these personalized elements are superficial so far, it's easy to imagine future shows with much deeper integration. For example, a show could find a way to turn the viewer's friends into the suspects of a mystery, driving much more engagement and viewer loyalty.

Parallel conversation streams 
Newer short-form content series like "AIM High" also seem to benefit more from integrated comments than long-form content can. With episodes no longer than 5-10 minutes, the plot of "AIM High" is always in flux, leaving room for speculation and discussion. The comment box isn't just a place to voice love or hate for the show, rather it becomes a real-time discussion of what's taking place and what could happen next. Facebook's commenting system also allows discussion to take place both on the show page and within people's news feeds, providing more seamless conversation both when viewers are watching the show and afterwards. 3rd party apps like GetGlue and IntoNow are starting to provide this parallel conversation stream via a second screen, but no companies in this space have yet been able to tie the discussion as close to the content as a Facebook-viewing platform can.

As all content consumption becomes hyper-connected and on-demand, even the major TV networks are quickly noticing the need to evolve in order to meet consumer wants. It may not be as easy for them as it is for digital pure-plays like YouTube, Hulu and Yahoo! (all of which announced a full slate of Web-only shows during this year's television up-front), but they have to be as vigilant in breaking through. Everyone is experimenting with the most effective way to attract and keep audiences for this new form of content. Facebook, with its unmatched notification system, personalization capabilities and conversation tools, could be just the solution everyone is looking for.

ABOUT THE AUTHOR: Kevin Skobac is senior digital strategist at SS+K, an integrated marketing and communications agency specializing in creative social engagement.

The Return of Appointment Television

For many years, as DVR and online streaming have taken over a big portion of television consumption, we have increasingly said goodbye to the notion of "appointment television" (watching TV shows when they originally air on broadcast). There are a few exceptions of course, mainly sports and news, but for the most part at this point the tech savvy consider television something we can consume when and where we want.

Recently, however, I am noticing myself more interested in catching the initial broadcast (the appointment) of my favorite shows. And it's not because I can't get the video elsewhere, it's because increasingly the first view is a richer, more entertaining experience. Broadcast companies and brand partners are learning how to add unique value for those who participate in the original airing of a new show/episode airing. This is great for us because we are getting options for "premium experiences" if we choose, and great for them because they get more eyeballs on their most valuable asset: the live (mostly non-skippable) broadcast. So how is this transition back to appointment television happening? Here are a few ways:

1. Rewards
Broadcast companies are partnering with the rising crop of "entertainment check-in" companies like GetGlue and Miso to provide tangible ad intangible rewards for people who watch a show while it's airing and "check-in." The rewards so far have been anything from virtual badges to discounts on show memorabilia.  Showtime, for example, not only rewards viewers with badges for popular shows like Californication, but also gives fans a chance to win free DVD's if they check-in at least 10 times during a live airing.  Even Foursquare, which typically focuses on real-world locations, is getting in on the action.  During the Super Bowl Foursquare and the NFL partnered to offer team memorabilia discounts to people who checked-in with their favorite team during the Super Bowl.

Even more interesting might be IntoNow, a newer entrant into the social TV app marketplace.  IntoNow is actually able to check-in for viewers automatically based on the video it hears being played in the background.  Their ability to recognize audio footprints isn't just a cool trick, it also helps verify that a user is really watching shows, rather than just checking in for the reward.  IntoNow jumped quickly into the partnership game, linking up with MTV for the a promotion around the premiere of Jersey Shore.

2. Access
Another way shows are enhancing the viewing experience is launching additional content available through computer or iPad that is available during the show.  One breakthrough example of this is from a surprising source: Grey's Anatomy.  The Grey's Anatomy iPad app releases interactive content in real-time while the show is airing.  The application uses Nielsen audio foot-printing to sync content with the show as it's airing. This type of second-screen experience is also starting to show up in theaters.  Best Buy developed an iPhone app for movie Despicable Me that delivered special content to users on their iPhone during the movie, again triggered by audio cues.

The 2011 Oscars also pushed the boundaries of access to additional content through their iPad app Oscars Back Stage Pass.  The Oscars app actually provided a before, during and after experience via second screen.  Before the show the app delivered special interviews and behind-the-scenes clips.  Once the Oscars started airing on TV the app enabled viewers to watch additional camera angles of the Red Carpet and from inside the awards theater.  In addition to the iPad app, Oscars host James Franco actually live-tweeted from on stage.  This gave viewers an unusual first-hand perspective right from on-stage.  Content like Twitter streams can be viewed later on, but it's most compelling during the original viewing as it happens in real-time.

3. Community
The third, and perhaps most important, way live television is becoming more compelling is the rich social media driven community that builds around the broadcast.  Increasingly television watchers are sitting in front of the TV with Twitter or Facebook loaded on another device in front of them.  As the show progresses they are taking to social networks to voice their opinion and talk about the show with other fans.  This experience is usually not even tied to the broadcast company, but shows are benefiting from this new real-time water cooler.  This live community makes shows more fun to watch when they're happening, and can generate a feeling of "missing out" when you have to watch later.  In fact, Twitter co-founder Biz Stone mentioned in a recent interview that Twitter is driving "let's watch it when it's on" behavior.

In addition to fans taking to the Internet themselves, some shows are beginning to experiment with leading the community conversation by having cast members live-tweet during the airing of new episodes.  Fox show Fringe, for example, announces on their website which cast members will be tweeting during the next episode.  Always Sunny in Philadelphia, on the other hand, doesn't have cast members tweeting but does host the real-time social conversation right on their own show community page during new episodes.

Conclusion
It's a surprising turnaround in a time when disaggregation and on-demand are transforming media, but 2011 just might be the return to appointment television.  Incentivized by rewards, access and community viewers are starting to prioritize watching the original real-time broadcast for a better viewing experience.  This trend is not only benefiting shows and fans, it also means big returns for brands.  For one, live-viewing helps ensure viewership of commercial spots.  What I hope to see, however, is smart brands finding ways to join relevant conversations and provide additive content as participants in the viewership experience.  This could lead to a stronger, more valuable relationship with audiences down the line.

For additional thoughts on this topic, check out Ford's Social Media Director Scott Monty, who published a similar article about "Must See Twitter" while I was drafting this.

Yesterday's post reviewed: Web, Tech, Music, and Entertainment Analysis

Yesterday's post ended up being much longer than expected, so I wanted to sum up the major points made in the numerous sections:

1. We should be able to make purchases, initiate downloads, and more via text messaging.  Pizza Hut and Papa John's are doing it now.
2. Facebook continues to work on the news feed to improve it's value but it needs to open up to more sources of information.
3. Google Reader has a ways to go to become an information hub, and the first place it should look for features is gMail, and then ReadBurner.
4. Musicians need to stop fixating on the album and start embracing the single; the target audience has.
5. Video games are going the way of television and music in the modern era  - free, ad-supported.
6. HBO needs to speed up its embracing of streaming online to keep up with competition and cut off illegal downloading.

Love to hear your comments and thoughts on all of these points.  Read the whole thing here.

Technorati Tags: text messaging,sms,pizza hut,papa johns,facebook,news feed,google reader,gmail,readburner,music,musicians,albums,video games,ad-supported,hbo

CES Trend #2: Blu-ray Wins over HD-DVD (and Both Lose...)

This is second of my posts on trends that were illustrated by announcements at CES 2008:

1. Blu-ray Wins over HD-DVD - Blu-ray takes a substantial lead over HD-DVD, but it becomes clear that both will lose eventually to streaming media.

The day before CES began, Warner studies made the unexpected announcement that they will be moving exclusively to Sony's Blu-ray format over HD-DVD. With Warner moving, most of the movie studies will be selling their movies either exclusively or jointly on Blu-ray, and Blu-ray has over 70% of the content expected to hit market (irregardless of Blu-ray player market share). This is enough that most experts believe HD-DVD will disappear, as few people will buy players that have no content.

The big news, however, wasn't the Blu-ray over HD-DVD announcement, but rather the tech announcements that hinted to how quickly the physical disc movie market may become obsolete. Within a few short weeks, several big moves into on-demand movie downloads were made by major companies:

1. Netflix is now offering unlimited movie downloads on the PC
2. Apple is now offering HD movie download rentals directly to the TV via AppleTV
3. Sony announced they will offer downloads of movies via Divx to PS3 or PC
4. Tivo announced additional deals beyond Amazon unbox to download movies to the TV

All of these announcements lead to it being easier and easier for home movie watchers to get a movie on-demand without even a cable service. The Apple announcement in particular is important a) because it's as mainstream and media download companies get right now and b) it's HD quality capable, which means as far as most people can tell the quality will nearly match their DVD potential. All in all, in-and-around CES the theme was Blu-ray may be Sony's first format win after they lost betamax and minidisc, but it may all be for naught in the near future.