Page 59 - AIB | The Chanel | Issue 1 2013
Basic HTML Version
Who
does not
want a
developer
community
like Apple,
Facebook,
Google?
“
”
very popular in the tech sector –
mainly around the web and mainly
due to the enormous success that
Apple, Facebook and Google have
had with opening up their eco‐
systems to third party developers.
And it’s now come to the TV
community. And we call it a TV
HackFest.
DEVELOPERS ONSPEC
Who does not want a developer
community like Apple, Facebook
and Google? Each company
basically has 50,000 developers on
spec, driving innovation at the
speed of light. Interestingly
enough, many in TV don’t, as the
walls are still high and tight
intellectual property ownership is
the core of the business. But some
forward thinking broadcasters are
opening up their eco‐systems with
Application Programme Interfaces
(APIs) – such as ESPN and
Univision who work with the
Mashery
,
as do companies like ROVI and The
Guardian.
TV HackFests help open up
ideas and innovation with not only
the developer community but also
the creative community as we bring
them together and ignite new start‐
ups and innovation in a 24‐48 hour
brainstorming session which can
include up to 150 people and scores
of APIs and Software Development
Kits (SDK) that are being made
available more and more – even in
the TV industry. We give them the
APIs, SDKs and data and challenge
them to code/design/engineer/make
and break for a day, building their
own prototype solutions or ideas.
At the end of each HackFest
selected teams give a short
presentation of their work to the
group of fellow developers,
sponsors, judges and the press.
And then prizes are given during a
post‐session party.
When we ran the first TV
HackFest in London in October
2012 the objectives were:
• To build examples of future
video entertainment distribution
formats, integrated with social
media, gaming, interactivity etc;
• To show how future video
entertainment could be delivered
within an interactive multi‐screen
environment;
• To build commercially viable
business models for the distribution
and delivery of these future video
entertainment formats.
TASKS
The recommended tasks included
things like:
"…to develop a commercially
viable video entertainment service
(or app) that combines linear video,
VoD (video on demand), social
media, gaming, discovery and
dissemination, personalization,
new forms of advertising,
community, tCommerce,
multiplatform engagement and
involves multiple screens, TVs,
tablet PCs, PCs, games consoles,
smartphones etc."
“…build a viable second screen
advertising concept or platform by
taking advantage of the rapidly
growing two‐screen multitasking
behaviour among viewers.
Consumer adoption of both mobile
online content and mobile e‐
commerce provide an important
opportunity to bring real‐time
interactivity to content.”
Four key points were stressed at
the event:
• Synchronization of the
television and advertising content
with a second screen device
• Incentives to engage on the
second screen through awards
• Organized social activity
around the engagement experience
• An accurate measurement and
post‐engagement tracking and
reporting system
THEWINNERSWERE
Over 100 APIs and SDKs were
offered from technology companies
as well as content (briefs) from
production companies, brands and
agencies which allowed for
competitors to create new
"transmedia" experiences around
Social TV, Playalong TV, Search and
Discovery, Smart TV, Online
Gaming and other Multiplatform
and Multiscreen Engagement
innovation.
And there were four overall
categories for winners. Winners
received cash/product prizes from
sponsors and were given the
opportunity to show their work to
London‐based VCs operating in the
media technology space, and the
broadcasting community
worldwide.
The awards categories and
winners at TV Hackfest 2012 were:
• Best commercial product
concept ‐ So Donʹt Tell Me
• Best design (tech/creative) ‐
Tank Top TV
• Most Innovative ‐ We make
Awesome sh.it
• Overall Hackfest Champ ‐ So
Donʹt Tell Me
So Don’t Tell Me was created by
a team from ITV to help stop
spoilers for content on Facebook –
allowing automatic blocking of
posts that give away show details.
Tank Top TV created a second
screen companion app that
provided trailers to movies you are
watching and We Make Awesome
Sh.it came through with a number
of hacks including using brain
power to control TV and building a
framework to create synchronous
second screen engagement in real
time.
ADVANCEDADVERTISING
In 2013, we have plans in place to
run TV HackFests in San Francisco
and London as part of
world.net and talks are ongoing to
bring the concept to Amsterdam,
Rome, Berlin and Paris.
Are you ready for the advanced
advertising market?
■
THE CHANNEL
|
ISSUE 1 2013
|
59
In an analysis of the potential for
the Advanced Advertising market,
Merrill Lynch analyst Jessica Reif
Cohen said in September 2010:
“Advanced Advertising turns your
TV from a one-way medium into a
dialogue — in which you and your
television talk to each other. This
is a $14 billion business by 2015.”
INNOVATION
|
THE CHANNEL
