Mumbai: Broadcasters are increasingly using the mobile phone as a device to engage with their viewers, while they are watching television. They are changing TV consumption from a ‘lean back’ to a ‘lean forward’ experience. Several cases have shown that interactivity increases time spent on linear television, as well as builds program loyalty. As broadcasters benefit from that, they can also use interactivity to build their viewer databases, which can be monetized with advertisers and be a means to demonstrate the power of the medium.
Mini Gupta, Partner, Media and Entertainment, EY India says “Brand collaboration through quizzes, puzzles, and many more methods is possible through second screen interactivity which helps TV broadcasters connect with the new generation of the digital consumers”. In addition, it provides an opportunity for brands to directly connect with television audiences in a non-intrusive manner.
Rahul Shah, Associate Partner – Media and Entertainment, EY India says “With more than 300 million smartphones present in India and the high response from second screen apps, interactivity presents broadcasters with an opportunity to provide advertisers with a TV plus digital offering and enable transaction opportunities with their customers.”
Future of interactivity
Second screen interactivity will not only help broadcasters understand their viewers better through the additional data that could be collected, but also help keep viewers more engaged helping drive the ratings for shows. We see broadcasters and other content owners partnering with tech / telco companies to create some ‘never seen before’ experience for the viewers. If used wisely, second screen has the power to create its very own loyal viewers who can continue to engage even after the end of the show. It is no longer a just cost element but it has the potential to generate revenue and cut marketing costs as can be seen in the proactive engagement platform diagram alongside, which can help brands connect directly with the TV audiences.
Second screen interactivity combined with an effective loyalty program will have the potential to reap never before seen benefits. The second screen revolution has begun and results are there to be seen. Broadcasters have benefited, platform operators have benefited and advertisers have benefited, too. But the viewers are the real winners.
Interactivity to become more prevalent not just across game shows and sports but across genres such as music, fiction and film.
“We at SET realized the immense value that was waiting to be unlocked by complementing TV screen with Mobile Screen, the POWER of 1+1. The 2nd screen interactivity in India really kick-started with KBC Season 9 last year with JIO as our partner. This year, KBC Season 10 play-along experience, hosted on Sony LIV app has been developed by us. Apart from KBC, which has a natural slant towards interactivity, we have created a slew of innovative 2nd screen experiences across our programming line–up; Augmented Reality with The Kapil Sharma Show, Sing-along with Indian Idol, Virtual Opinion wall with Crossroads, Co-creating content for DusKa Dum to name a few. In the last few months, with over eight 2nd Screen initiatives we have a registered user base of over 20 Mn individuals. Coming months, will see many more innovative and impactful interactivity initiatives from the SET team” said, Amogh Dusad, Head – Digital Products, Sony Pictures Networks (India)
Sapangeet Rajwan Head – Marketing and Digital, Viacom18 Pvt Ltd said, “With the world of marketing always evolving, we are constantly innovating new ways to engage with our audience. Rising Star is one such show where we are looking to redefine the term ‘reality’, with a unique interactive format that engages viewers like a Live match while placing emphasis on the voice, melody and emotiveness of the singer. Even as makers, there’s no scope for us to have technical glitches or do post-production to make the content look better. This makes it one of the most genuine ways to connect with an audience and allows for never-before-seen levels of personalization. With auditions conducted in more than 25 towns and cities across India, it is one of the best cases that has seamlessly integrated on-ground, tv and digital mediums at this scale. We’ve uncovered some hidden jewels in this process, whose unique voice quality and endearing personalities will appeal to the viewers’ sensibilities encouraging them to vote and celebrate outstanding talent”