Digital 2012: Social TV Transforming the Way We Interact

Paul Gillooly Commercial Development Director, Emerging Products

BSkyB

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Definition of Social TV

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What is social TV?

“…social TV encompasses the coming together of social media and TV (or any

audio-visual content) to enhance audience’s discovery and engagement with

content, and media owners’ use of social data for audience insight.“ (Value

Partners)

Model courtesy Value Partners

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The social TV consumer

There’s more than one type of social need

Individual Needs

…that get met by

other people

Relationship Needs

Prioritised when

settling down and

rearing children

Social Identity Needs

Social image,

conformity and

difference, status,

participation

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Social for TV companies

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Watching WITH others

‘The virtual sofa’

Talking TO others

‘The big conversation’

Finding out FROM

others/sharing with

others

‘Social discovery’

Exploring the content

‘Exploration’

Social TV spans all

three need levels

Opportunities exist in

distinct areas of social

activity around

television; plus content

interactivity

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The 2nd Screen Opportunity Four C’s - A contextual experience that enhances TV

Content

an opportunity to

explore, participate

and interact

Conversation Commerce Connections

“ “

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Social Media Core Pillars

Content

Promotions

Customer Service

In-show

Business Intelligence

Paul Gillooly

Paul.gillooly@bskyb.com

Twitter: @paulblueeyedboy