Social participation TV: Trends and opportunities
Research from Mobile Interactive Group (MIG) unveils new trends and opportunities with participation TV (P-TV) services and social participation TV.
The key research findings include:
- Mobile will become the main vehicle for interaction between viewers and broadcasters; 40% of mobile users are most likely to be multi-tasking using their phone while watching the TV.
- Smartphone adoption will drive TV and mobile multi-tasking in UK and US, creating a more engaged audience, and significantly increasing programme interaction.
- Facebook will drive a shift in interactive audience behaviour away from phone calls and text with these channels becoming peripheral in the long term. Facebook mobile now accounts for 50% of its 700 million users globally.
- Interactive events via Facebook are expected to generate $51.7 million (£32.04 million) in the UK by 2012 and $2.9 billion globally by 2016.
Barry Houlihan, CEO, MIG, said: “Social participation TV is a huge opportunity for MIG and our broadcast partners, with mobile featuring as the key enabler and engagement tool. The mobile device is ingrained in our daily lives, and is rapidly becoming a core component in the ability to create an interaction between the viewer and the TV.
“As a medium, TV continues to be the biggest and best in terms of attracting a large audience; and mass P-TV shows like Big Brother remain the cornerstone for broadcasters in terms of interaction and entertainment, whilst also opening new revenue channels.”
Read the full Advanced Television article here.