This paper seeks to explain how interactive television works with applications while viewing television. Interactive television is the act of interacting with content on a device that is related to the programming a user is viewing on television. Interactive television through applications is explained through nine successful applications that is categorized by network, show, and third-party developers. Why interactive television is is becoming more common with new programming will also be explored. Most interactivity is delivered in the form of a downloadable application that may or may not have auto-synchronization capabilities but delivers additional content to the viewer. The applications being examined are used to increase interactive engagement while viewing television. Best practices to gain a larger audience are then suggested.
Keywords: interactive television, applications, mobile devices
The definition of interactive television has evolved since the beginning of television. Interactive television used to mean the ability to change the settings on your television such as the volume or color to provide the best experience for the viewer. Interactive television today means a participatory experience between the user and the television that allows the user to engage with content rather than the device. (Poggi, 2012) Interactive television includes the ability to be able to change the outcome of a show, interact with content, or to engage in discussion via social media or chat capabilities within an application (which is often referred to as an app).
This case study will discuss successful mobile applications in interactive television and are categorized by television network, show, and third-party. The number of downloads will not be taken into account because the data could be skewed by people with multiple devices and with multiple downloads. This information is also not readily available. This paper will be measuring the number of reviews that customers left on the review pages of the application store as well as the average user rating.
The applications being used for this case study are SyFy Sync, Bravo Now, OxygenLive, Conan O’Brien Presents: Team Coco, Big Bang Theory, American Idol, Viggle, GetGlue, and Miso. All of the applications have very similar features but different target audiences.
Network Applications
Network applications are applications that are developed by a television network to use during more than one television show.
SyFy Channel
The SyFy Channel first launched their application, SyFy Sync, for second screen features along with the season premiere of their show Face Offin 2012. The application allows viewers to interact with content while the application automatically syncs along with the show being viewed. SyFy Sync will only work for certain shows to display interactive content. The application is heavily based around bonus content and social media. Users are allowed to check-in to the application Get Glue via SyFy Sync. Users can also access Facebook and Twitter accounts. Not only does SyFy Sync allow users to interact along with the show playing but it also offers video clips and Airplay capabilities to allow users to view video clips when their favorite show is not playing. Airplay allows users to connect their device to their Apple TV devices to view content on their television. (Lafayette, 2012)
SyFy Sync engages viewers for the show Face Off by allowing users to view detailed sketches and models of designs that are made by the contestants featured on the special effects makeup artist show in which they compete. By allowing viewers to see these details up close, users can then vote on which designs they like best and compare that to what the judges decide. (Lafayette, 2012)
SyFy Sync is available for free for Apple iPad through the iTunes store and Android through Google Play. The app is developed by NBC Universal, Inc. and was last updated on April 12, 2013. The language is English and is rated for users nine and older for infrequent/mild cartoon or fantasy violence, infrequent/mild suggestive themes, and infrequent/mild horror/fear themes. According to the iTunes customer rating, SyFy Sync has an average rating of two out of five stars from 396 customer ratings for all versions of the application since the 2012 launch. (Apple iTunes, 2013) Customer ratings on Google Play are two and a half out of five stars from 63 customer ratings. (Google Play, 2013)
Bravo
NBC Universal’s Bravo has a companion application called Bravo Now for the Apple iPad. Bravo Now promotes the idea of creating conversation around live viewing. Bravo Now allows for users to vote, answer polls, connect with Bravo talent, and other Bravo fans in real-time. It is also used as a tool to provide behind-the-scenes footage of popular shows, interviews with producers/stars, photos, and show trivia. The application also offers users non-real-time videos, tweets, television schedule, blogs, and access to Bravo shows in order to engage users on a deeper level. The application also features Facebook and Twitter integration. (Weprin, 2010)
The application was first launched during the 2010 season finale of their show Bethenny Getting Married?. Bravo boasts that their application offers a full interactive experience by engaging users with the latest content during real-time viewing of the show as a companion application to their linear content. Bravo offers easy functionality by using the Apple iPad to deepen the viewer experience. (Weprin, 2010)
Bravo Now is available for free for Apple iPhone, iPod Touch, and iPad through the iTunes store. The application is developed by NBC Universal, Inc. and was last updated on April 8, 2013. The language is English and is rated for users twelve and older for infrequent/mild realistic violence, infrequent/mild profanity or crude humor, infrequent/mild alcohol, tobacco or drug use or references, infrequent/mild sexual content or nudity, infrequent/mild mature/suggestive themes. According to the iTunes customer rating, Bravo Now has an average rating of two out of five stars from 1,690 customer ratings for all versions of the application since the 2010 launch. (Apple iTunes , 2013)
Oxygen
OxygenLive is another network companion application by NBC Universal, Inc for the Oxygen Channel. OxygenLive allows users to socialize, interact and react in real-time. The application also allows access to video clips, photos, and polls as well as the option to chat live with hosts and cast members from Oxygen Shows. (Apple iTunes, 2011)
OxygenLive is available for free for Apple iPhone, iPod Touch, and iPad through the iTunes store and for Android devices through Google Play. The application is developed by NBC Universal, Inc. and was last updated on July 1, 2011. The language is English and is rated for users four and. According to the iTunes customer rating, OxygenLive has an average rating of two and a half out of five stars from 177 customer ratings for all versions of the application. (Apple iTunes, 2011) Customer ratings on Google Play are 3.4 out of five stars from 460 customer ratings. (Google Play, 2011)
Show Applications
Show applications are developed by a television network to cater to only one show.
Conan O’Brien Presents: Team Coco
Conan O’Brien Presents: Team Coco is an application dedicated to bringing extra content that syncs along with the television show. The application brings users bonus content such as extra commentary and social features while watching Conan on TBS. The mobile device’s microphone listens to the sound of the show and delivers content based on where you are in the show. This is different from other applications that are tied to the networks broadcast times. This allows users that recorded the show to access the bonus content at any time. The application also allows users to access full episodes and clips of Conan anytime and anywhere. (Shanklin, 2012)
Conan O’Brien Presents: Team Coco is available for free for Apple iPhone, iPod Touch, and iPad through the iTunes store and for Android devices through Google Play. The application is developed by Turner Broadcasting System, Inc. and was last updated on April 3, 2013. The language is English and is rated for users 17 and up on iTunes for frequent/intense mature/suggestive themes, infrequent/mild profanity or crude humor, infrequent/mild alcohol, tobacco or drug use or references, and infrequent/mild sexual content or nudity. According to the iTunes customer rating, Team Coco has an average rating of three and a half out of five stars from 715 customer ratings for all versions of the application. (Apple iTunes, 2013) Customer ratings on Google Play are 4.4 out of five stars from 2,515 customer ratings. (Google Play, 2013)
Big Bang Theory
The Big Bang Theory on TBS has a companion application that allows users to get exclusive content delivered to them in sync with the show. The show delivers the content based on where the viewer is in the show with audio syncing technology that offers polls, trivia, and behind-the-scenes footage with the ability to share with friends via social media. This application is not contingent on TBS broadcasting schedule but is based simply on the audio. This means you can watch a show at anytime and get content delivered to you. Just like the Team Coco application. However, this application does not offer full episodes to view at anytime. There is a separate TBS application that users must download to view full episodes. (CNet , 2012)
The Big Bang Theory is available for free for Apple iPhone, iPod Touch, and iPad through the iTunes. The application is developed by Turner Broadcasting System, Inc. and was last updated on January 16, 2013. The language is English and is rated for users 12 and up on iTunes for infrequent/mild sexual content or nudity, infrequent/mild profanity or crude humor, infrequent/mild alcohol, tobacco or drug use or references, and frequent/intense mature/suggestive themes. According to the iTunes customer rating, The Big Bang Theory has an average rating of four and a half out of five stars from 1,022 customer ratings for all versions of the application. (Apple iTunes, 2013)
American Idol
American Idol has been at the forefront of interactive television since the launch of their show. Users have always had control of which contestants made it to the next round of the competition show. Users typically call in, text, or go online to cast their vote. Now with the debut of the American Idol application users can vote right from their mobile device. The application also delivers exclusive content to the user in real-time. The application is not self-syncing since American Idol is traditionally a live show but users will have access to behind-the-scenes footage. The application also invites users to engaged in conversation by connecting with social media. American Idol will upload additional interactive features as the 2013 season progresses. (Angermiller, 2013)
The American Idol application is available for free for Apple iPhone, iPod Touch, and iPad through the iTunes store and for Android devices through Google Play. The application is developed by FOX Broadcasting Company and was last updated on March 28, 2013. The language is English and is rated for users four and up on iTunes. According to the iTunes customer rating, American Idol has an average rating of two and a half out of five stars from 637 customer ratings for all versions of the application. (Apple iTunes, 2013) Customer ratings on Google Play are 2.8 out of five stars from 1,195 customer ratings. (Google Play, 2013)
Third-party Apps
Third-party applications are developed by developers that are not known to be a part of major networks. Third-party applications deliver content based on shows on multiple networks.
Viggle
Viggle is a check-in application that allows users to check-in to television shows in order to receive points. Each show is worth a different amount of points depending on if it is a new or sponsored show. Points on Viggle can then be redeemed for items such as a free Starbucks coffee. Viggle is interactive in that it will give real-time trivia questions and content that goes along with the show the viewer is watching to keep them engaged. The Oscars was a huge event for Viggle in that it would have trivia questions asking the viewer who they thought would win an Oscar during that category. A right answer resulted in more points. The application would close the voting once the presenter finished announcing the nominees. (Knox, 2012)
Viggle is available for free for Apple iPhone, iPod Touch, and iPad through the iTunes store and for Android devices through Google Play. The application is developed by Viggle, Inc and was last updated on March 16, 2013. The language is English and is rated for users four and up on iTunes. According to the iTunes customer rating, Viggle has an average rating of three and a half out of five stars from 11,514 customer ratings for all versions of the application. (Apple iTunes, 2013)Customer ratings on Google Play are 4.2 out of five stars from 10,777customer ratings. (Google Play, 2013)
GetGlue
GetGlue is primarily known as a social television application but was redesigned to be more interactive. This may had been done in order to keep up with competitors. GetGlue offers a check-in function so that others will know what you are watching. GetGlue uses the data collected from you to recommend other television shows to watch in real-time. Users can also receive more content around their favorite programming such as scores of the local baseball game or movie reviews. GetGlue is also compatible with streaming services such as Amazon, Netflix, and iTunes. (Lawler R. , 2012)
GetGlue’s primary interactive feature is a feed that shows your friends activity along with media from shows such as images, video, reviews, and links that users can interact with during the show. GetGlue also offers a television guide of shows that are trending while you are watching television. Users can also chat with other users, networks, and show celebrities through the application even if users are not on GetGlue. A notable feature that GetGlue utilized in interactive television was a crowdsourced promotional video that was used as an introductory video to the 2013 Super Bowl. (Hernandez, 2013)
GetGlue is available for free for Apple iPhone, iPod Touch, and iPad through the iTunes store (iPad and iPhone are different apps) and for Android devices through Google Play. The application is developed by AdaptiveBlue and was last updated on April 8, 2013. The language is English and is rated for users four and up on iTunes. According to the iTunes customer rating, GetGlue has an average rating of four out of five stars from 13,353 customer ratings for the iPhone. (Apple iTunes, 2013)Customer ratings on Google Play are 4.4 out of five stars from 38,901customer ratings. (Google Play, 2012)
Miso
Miso is another social television application that has integrated interactive elements into their product. Miso initially only offered show check-ins but they expanded to include content that plays on the iPhone while users watch television. Some of the content includes extra footage and information on the characters, guest stars, fashion, facts, quotes, and trivia. Miso also offers a feature that allows users to take a screenshot of the show they are watching and add a funny caption to post on social media. (Lacy, 2012)
Miso is available for free for Apple iPhone, iPod Touch, and iPad through the iTunes store and for Android devices through Google Play. The app is developed by GoMiso, Inc and was last updated on November 1, 2012. The language is English and is rated for users four and up on iTunes. According to the iTunes customer rating, Miso has an average rating of three and a half out of five stars from 1,315 customer ratings for all versions of the application. (Apple iTunes, 2012) Customer ratings on Google Play are 3.8 out of five stars from 1,683 customer ratings. (Google Play, 2011)
History
The original definition of interactive television once meant users being able to control the volume and picture settings on your device in order to get the best experience possible. Changing the channel also was considered an interactive experience. However, this definition quickly evolved in 1953 when a special transparent sheet would be used to place over a television screen and kids could draw along with the shows characters by using crayons. The first show to use telephone call-ins was in 1959 on The Today Show by NBC. The first commercial interactive television service was launched in 1977 with 30 channels that offered interactive programming along with broadcast TV and pay-per-view programming. This was not very successful. Later in 1988, a show in which child viewers would develop the narrative by calling in what they thought would happen next. The show’s producers would then use the best ideas to build the story line. Social features were introduced in 1994 by displaying comments from a chat room onto the television. An interactive advertisement by Walker Crisps allowed viewers to take a quiz and watch extra content was introduced in 1996. (Dodson, 2001)
In the 2000’s social media changed the way viewers watched television with second-screen viewing. Television shows now use social media such as Facebook and Twitter to engage viewers to enhance the viewing experience. The shows social media pages gives viewers insight into behind-the-scenes footage, additional show information, and to alert viewers of show times and guest stars. As more shows integrate social media then the more companion applications are becoming popular. (Gleason, 2012)
The second screen also gives advertisers a chance to interact with viewers and promote a higher level of engagement with their brand. Companion applications offer up space in which advertisers can purchase to have a higher chance of interacting with viewers. With more advertising space, networks can earn more money for the shows that they put on the air. This works by allowing the advertisers server to work with the television application on a mobile device and push ads relevant to the show being viewed to a users mobile device. This provides an extra e-commerce platform as well as providing depth to advertisements that are already present. (Hockenson, 2012)
Audience and Measurement
The target audience for these companion applications are people that are 18 years old and up. In a survey by Accenture, of 1,000 people that are representative of the United States population by age, gender, race, education and geographic region were surveyed based on their viewing preference. Of those 1,000 people, 51% of them wanted access to additional content and to interact with it while watching television. This additional content included reading more information about the program being viewed, learning more about characters, interacting with friends via social media while watching the same program, finding additional videos related to the program content, participating in contests related to the program, signing up to receive additional program information, and interacting with people they did not know via social media. (Accenture, 2012)
Table 1 (Accenture, 2012)
Application reviews play a large role in measuring the success of a particular application. Of the applications that are being studied, the application with the highest average rating on both Apple iTunes and Google Play is the show application for The Big Bang Theory. The application with the highest number of reviews for both Apple iTunes and Google Play is the third-party application, GetGlue. The Big Bang Theory does not have the most customer reviews however the customers seem to be the most satisfied. The Big Bang Theory application is not very different than the other applications however the target audience that watches the show may be very different than the target audience that may watch shows on OxygenLive. The target audience plays a large role in the success of an application and if the audience is engaging with the content. Engagement is difficult to measure through an application download however applications that use e-commerce can easily be measured based on dollar amount or traffic push. These details are not readily available to the general public however vice president of digital platforms at Fox Broadcasting was quoted saying that meaningful amounts of money were not being generated through second screen companion applications. (Hockenson, 2012)
Social, Political, Economic, Cultural Factors
There may be many factors that will promote or inhibit the success of an application. These factors may be social, political, economic or cultural factors. This paper looks at only social, economic, and cultural factors.
Social factors
Each application has social features that allow users to chat with friends or strangers via Facebook and Twitter. Each application reviewed is very effective in incorporating social features within their companion application. Social features are one of the top three aspects that viewers want to see when interacting with shows that they are watching. These social capabilities may be a large reason why companion applications are becoming more popular among users. The application offers an easier way for a user to connect to social media with one platform rather than going through multiple platforms.
Economic factors
Each application is free to download and offer free features. However, the application may feature third-party or sponsored advertisements that the user may click on that could lead to paid content or to purchase a product. Some applications, such as Viggle and GetGlue offer rewards for users that continuously check-in to shows and earn points. While using Viggle, the points can be redeemed for products and GetGlue will send free stickers that you virtually collect to your home.
Although the applications are free, the applications only cater to people with a smart phone or tablet. You cannot download these applications onto a desktop computer or use them via a website. This could be a problem due to a large number of potential consumers that do not own a smart device. Some of the applications only cater to users that own an Apple product. This means that they are missing an entire market of viewers that own Android powered devices. This could be a problem due to the high cost of these devices. These applications should be available on all second screens including desktop/laptop computers on websites in order to reach a broader audience.
Cultural factors
Cultural factors that could influence the amount of potential consumers are the viewers in which the application targets. The network and show applications target similar viewers while the third-party applications target a larger culture of users that have a smart phone/tablet and has downloaded the free application. The third-party applications are not limited to network or television shows and therefore has more consumer reviews on Apple iTunes and Google Play. By targeting a broader audience, third –party applications reach a larger amount of perspective consumers with greater potential to make more money from advertisers. With this being said, when making a companion application it is better to have a broader range of content so that you can target a higher amount of users in order to be the most profitable.
Further Information
Second-screen interactivity while viewing a television show is becoming increasingly popular. According to a Pew Research Center’s Internet and American Life Project survey, 52% of adult cell phone owners use their mobile device while watching television. The majority of the users are between the ages of 18-44. Of these users, mobile device usage is to keep users occupied during commercial breaks while viewing their programming, to look up information, check email, check what others are saying online, or to post comments online about what they are watching. (Pew Research Center’s Internet and American Life Project, 2012)
However, in a survey featured on Huffington Post, 77% of those surveyed use a computer while watching television. Computer use is unrelated to the show being watched. (Reuters, 2013) This may be because content providers are not posting interactive content on websites to use while watching a television show in the same way that applications are increasing show interactivity.
Findings and Recommendations
Second-screen engagement in the form of an application is limiting. Only users that own a smart phone are able to access the application and interact with content along with watching a television show. There should be options for people that do not own smart devices to be able to interact with content. With only 52% of users using mobile devices and 77% of users using computers, then there should be more options to engage with television content online that syncs along with programming. This will lead to more people interacting with content. With second-screen viewing becoming increasingly popular and engaging for users of all types, content providers should provide more ways than just mobile devices for users to interact with. Websites should offer the same capabilities as applications like GetGlue and SyFy Sync. By doing this, companies can tap into a market that is already thriving by engaging them with their show content.
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