Broadcast Industry not Capitalising on Rise of the Second Screen
New research reveals that majority of TV viewers now dual screen but industry’s take up of synchronous apps remains
The majority of British viewers have tried ‘dual screening’, with 86% of smart device owners having used their phone, tablet or computer while watching TV, according to new research unveiled today by Red Bee Media. However, broadcasters, platforms and content owners have not yet succeeded in maximising their relationships with viewers through these second screen devices; just 1 in 5 respondents have used a synchronous companion app1 although 78% of this group believe that smart devices are a better way to engage with their favourite TV shows as opposed to traditional methods such as red button or telephone call-ins.
Red Bee Media, one of the world’s leading media management companies providing multi-platform technology and creative solutions to broadcasters, content rights holders, platform operators and brand owners, worked with digital media consultancy, Decipher, to poll more than 2,000 smart device owners across the UK on their viewing habits and attitudes towards dual screen activities.
Dual screening and TV – The rise of the second screen represents a significant opportunity for the broadcast industry to own viewers’ interactions with their content through synchronous companion apps that operate in conjunction with TV programmes:
Untapped potential – However, broadcasters and platforms have not yet found a way to consistently own viewers’ second screen activity and build engagement:
The second screen as a revenue generator – Dual screening also represents a potentially lucrative revenue stream for content owners and broadcasters:
Apple vs Android? – The research also found a disparity between the behaviour of Android and Apple users, suggesting that the broadcast industry should look to expand beyond iOS devices when implementing a dual screen strategy:
The ‘senior’ dual screener – Dual screening is not exclusively the domain of younger audiences; two thirds of over 55s have engaged in dual screen behaviour using a smart device to stay online while watching TV. This affords a potentially lucrative opportunity for broadcasters, platforms and content owners to commercialise this affluent older demographic:
Stella Medlicott, Chief Marketing Officer, Red Bee Media, commented: “There is no doubt that dual screening is here to stay. The findings from our research indicate that consumers are already using their smart devices to engage with TV content and this new behaviour represents a fantastic opportunity for broadcasters, platforms and content owners to take their engagement with viewers beyond the primary TV screen and monetise it. The challenge for us, though, as an industry, is to understand how we can work together to devise a business model that works right across the value chain.”
Nigel Walley, MD of Decipher said: “The exciting thing is that the numbers are all going upwards. The number of people who own a smart device is increasing; the number apps available which relate to TV is increasing; the number of TV programmes that explicitly promote some form of second screen is increasing. This all adds up to a growing consumer base who are engaging with TV through companion devices. The challenge for the industry is to capture and commercialise this activity! What our research showed is that there are different kinds of commercial opportunity depending on your position in the value chain. Exciting times.”
Waitrose selects Red Bee Media to design Waitrose TV
Waitrose TV, the first purely food-related online video channel from a retailer, will launch later in the autumn.
Offering a whole host of engaging content, Waitrose TV has been designed in conjunction with Red Bee Media, to help inspire a nation of cooks, whether watching on their computers, tablets or smartphones.
Waitrose TV features six channels to make it as easy as possible for viewers to find inspiration. The ‘highlights’ channel includes new videos every week, and there are also channels dedicated to food, drink, health, ethical sourcing and seasonal events such as Christmas, with recipes, how-to guides, ideas and interviews.
Viewers will be able to view exclusive recipes and receive cooking tips from experts including Delia, Heston Blumenthal, Dhruv Baker, Sam Stern, The Fabulous Baker Brothers and Silvana Franco.
A ‘buy ingredients’ button offers viewers the option to click though to purchase recipe ingredients or related products online. They can also view recipes and watch related videos.
Courtney Freedman-Thompson, Digital Editor at Waitrose, said: “We know that our customers are increasingly viewing video content online so we wanted to develop Waitrose TV to provide shoppers with new inspiration and recipe ideas in an engaging way. We’ve made it really easy for shoppers to buy ingredients for the recipes they like, so they can cook them at home. We're delighted to be working with Red Bee Media on this exciting new initiative.”
Andy Bryant, Director, Creative, Red Bee Media, said: "With the dynamic growth of TV across multiple platforms, brands now have exciting opportunities to use online video to grow their business. We're delighted to be working with Waitrose in helping them to implement their innovative online video ambitions"
Customers will also be able to share their favourite videos with their friends and family through Facebook and Twitter.
Red Bee Media and FX UK win prestigious award at IBC2012
Last night Red Bee Media and FX UK were honoured with a prestigious IBC Innovation Award for Content Creation for their ground-breaking companion app to support the critically acclaimed TV series, The Walking Dead.
The second screen experience provided fans of The Walking Dead with a new, social and immersive way to engage with the show. The app also utilised cutting-edge digital audio watermarking technology, powered by Civolution, which allowed audiences to accurately sync the second screen experience to the TV show, both live and on demand – the first time that this technology was deployed commercially as part of a TV companion app in the UK.
Cecilia Beacon, Director of Broadcasting and Marketing, Fox International Channels UK commented on the win: “We are thrilled to have won an IBC Innovation Award for Content Creation. As one of the most prestigious and highly respected awards in our industry, this win is testament to our bold, innovative approach which we developed together with the great team over at Red Bee Media. Having shown the potential that the second screen has for engaging our target audience and extending and enhancing their television experience, we are looking forward to building on this success across our wider content portfolio. We’d like to thank Red Bee Media and of course, IBC, for this helping us to achieve this great honour.”
Red Bee Media was also honoured for its contribution to other IBC Innovation Award winning projects including Technical Partner to winner of the IBC Innovation Award for Content Delivery (Channel 4) and Technical Partner to the winner of the Judges’ Prize (FIMS, the Framework for Interoperable Media Services).
The IBC Innovation Awards are unique in looking beyond technological innovations to the way they are implemented. The awards go to the broadcaster or media enterprise which has taken the best of new technology to solve a real creative or operational challenge.
IBC is the premier annual event for professionals engaged in the creation, management and delivery of entertainment and news content worldwide. Attracting 50,000+ attendees from more than 160 countries, IBC combines a highly respected and peer-reviewed conference with an exhibition that exhibits more than 1,300 leading suppliers of state of the art electronic media technology and provides unrivalled networking opportunities.
Red Bee Media at BrandMax, 4th October 2012, London
Learn how to grip your audience like a broadcaster at BrandMAX
Everybody in marketing is talking about content. Content allows brands to be ‘always on’, be that through social media, apps or their own ever-richer websites. It allows you to attract and engage an audience in ways that interruptive communication just can’t.
But not that many people are doing it. And even fewer are doing it well. Why? Well, we think it’s because content is a completely different game, and as yet, marketers are unsure of the tactics.
At this year's BrandMAX, Red Bee Media's Kath Hipwell and Michael Reeves will share lessons from our work with the masters of content, broadcasters, and show how these can be applied to help brands create gripping content of their own.
BrandMAX brings together the crème de la crème of marketing for a collective re-think. Hear from marketers themselves about the routes they’ve taken through this increasingly complex marketing universe, how they’ve addressed some of the biggest challenges faced today and how they are driving top marketing ROI.
This is the event that key players who are driving brand optimisation need to attend. Come and hear from industry leading representatives discussing the transformation of the opportunities that brand citizens can exploit.
Red Bee Media unveils Tomorrow Calling report at IBC 2012
Download your free copy of the report.
In August 2011, Red Bee Media embarked on a year-long, industry-wide programme of discovery called Tomorrow Calling, which aimed to build a picture of the media world, its technological possibilities and market dynamics in 2020.
As a result, we have published a report which was distributed at this year’s IBC in Amsterdam, 7-11 September.
The results are fascinating and demonstrate that media markets across the world are undergoing a huge revolution.
Lightning fast changes in technologies combined with the increasingly ultra-high expectations of viewers mean that the media industry will change radically by 2020.
Existing broadcasters, rights holders, platforms and technology providers with legacy infrastructure and slow innovation cycles are in danger of being overtaken by nimble, dynamic new entrants.
The document outlines the high level findings from the Tomorrow Calling programme and pulls out the implications for both existing and new players as the worlds of broadcasting and broadband collide.
Click here to download your free copy of the report
Red Bee Media names Patrick Tillieux Chief Executive Officer
Red Bee Media today announced the appointment of Patrick Tillieux as Chief Executive Officer.
Red Bee Media, one of the world’s leading media management companies providing multi-platform technology and creative solutions to broadcasters, content rights holders, platform operators and brand owners, today announced the appointment of Patrick Tillieux as Chief Executive Officer and a member of the Board of Directors. Patrick will be responsible for the management and direction of Red Bee Media’s business and strategic vision worldwide, leading a team of over 1,500 employees in the UK, France, Spain, Germany and Australia. He will be based in London and will report to Michael Cook, Chairman of the Board, Red Bee Media.
Michael Cook commented: “Patrick’s appointment comes at a very exciting time for Red Bee Media. His extensive knowledge and experience of the global media industry will be an invaluable asset as we seek out new opportunities for expansion and help our clients to maximise the opportunities afforded by the collision of broadcasting and broadband. We are delighted to have Patrick on board and believe that he is the ideal candidate to lead Red Bee Media into the next phase of its growth and ensure that the company remains at the very forefront of media technology, creativity and innovation.”
Patrick Tillieux commented: “Red Bee Media is a true leader in the media services business. As a seasoned media executive I admire the quality of its services, its forward-thinking and innovative approach and the freshness of its creativity. Red Bee Media is a great company, highly respected by today’s media clients and well geared up to support the media industry of tomorrow. I am excited by this opportunity and I look forward to joining Red Bee Media and leading its teams. It is my intention to focus on further enhancing our services, embracing new technologies and expanding into new markets.”
Most recently, Patrick served as business adviser and venture partner to private equity firms and select corporate clients. Prior to this, he was Chief Operating Officer of ProSiebenSat1, one of the leading media groups in Europe. Patrick has also previously held leadership positions at SBS Broadcasting Europe, Canal+, RTL Netherlands and TF1 and holds Masters Degrees in Engineering and Industrial Administration.
Patrick succeeds Bill Patrizio, who stepped down last month from the role of Chief Executive Officer, Red Bee Media, after 3.5 years with the company.
Cannes Bronze Lion for Fox Companion App
Red Bee Media's innovative companion app for the Fox zombie drama The Walking Dead has won a Bronze Lion.
The Walking Dead companion application was last night awarded a prestigious Bronze Lion at the Cannes Lions International Festival of Creativity.
Now in its 59th year, the Cannes Festival is recognised as the world's leading benchmark of excellence in creative communications.
The award, in the Mobile Lions category (Use of Multiple Screens or Networked Mobile Technology), recognised the technical and creative ingenuity of the Walkers' Kill Count app which, in a UK first, synched with the drama's soundtrack and allowed fans to deepen their involvement. The app has already been rated in the top 5 in New & Noteworthy Apps on iTunes and named as one of the top 50 most innovative apps by UK Trade & Investment.
Red Bee Media Named Agency of the Year at PromaxBDA Europe 2012
Red Bee Media was named Agency of the Year at PromaxBDA Europe 2012, and scooped 8 additional awards.
This prestigious award – Out-of-House Agency of the Year - is designed to recognise the European standout agency of 2011 and is judged by an elite jury of industry professionals. Red Bee Media has been recognised for its work across both traditional advertising and design campaigns including its work for the BBC and La7 while also innovating with breakthrough digital campaigns for clients such as FX UK and UKTV.
Building on this success, Red Bee Media has scooped an additional seven PromaxBDA Awards including Gold for Best Promo (Luther).
The PromaxBDA Europe Awards 2012 took place on 27 March in Barcelona as a part of the annual PromaxBDA Europe Conference, the largest gathering of marketing, promotion and design professionals in the European television and entertainment media industry. The PromaxBDA Awards look to recognise the finest work from the industry from the past 12 months.
Andy Bryant, Director, Creative, Red Bee Media, commented: "Once again, we are delighted to have been recognised by the jury for creative ideas and execution across a wide range of projects, clients and disciplines, including innovative digital work. To be awarded Agency of the Year at a time when competition across Europe is higher than ever is an honour we're extremely proud of.”
Red Bee Media PromaxBDA Europe 2012 Award wins:
- Grand Prix Out-of-House Agency of the Year
- Best Promo (not using programme footage): Luther
- Best Entertainment/Music/Variety/Comedy Promotion: Glastonbury
- Best Drama Promotion: Being Human Series 3
- Best Public Service Announcement: Media Literacy Give An Hour
- Best Interactive App: The Walking Dead
- Best Sting/Interstitial: La7 Christmas
- Best On-Air Ident Campaign (Out of House): BBC Two Christmas
Additionally, our work on behalf of BBC Worldwide for the BBC Knowledge re-brand campaign also scooped a Gold for Best General Branding/Image Campaign.
Battle for UK Television Industry Revenue Set to Intensify
New research reveals optimistic but competitive outlook fuelled by growth in online video services and new commercial opportunities.
The UK television industry expects both pay and advertising revenues from online video services to quadruple by 2020, according to new research findings unveiled today by Red Bee Media, one of the world’s leading media management companies.
The research, which surveyed executives from across the UK television industry on their predictions for business models and revenue streams in 2020, found that more than three quarters of participants (78%) are positive about the financial outlook for the industry, expecting growth both in traditional TV revenues and new revenue streams too, such as online services that capitalise on subscription payments and new commercial opportunities. However, incumbent broadcasters and platforms are likely to face growing competition for this revenue, with internet and technology companies expected to be the biggest challengers.
The survey findings are the latest instalment in Red Bee Media’s Tomorrow Calling programme which aims to build a picture of the media world in 2020, its technological possibilities and market dynamics through a series of think tanks, quantitative and qualitative research, one-to-one interviews, live panel debates and white papers.
Bill Patrizio, CEO of Red Bee Media commented: “From talking to the industry, it’s clear that technology and internet businesses are fast becoming significant players. The question we need to ask ourselves is whether the innovations brought by these new entrants are going to sustain or disrupt our industry in the years to come. Will the internet be the industry’s friend or foe? And what role will regulatory bodies play in determining the impact and pace of change? If the last ten years have seen the convergence of broadcasting with broadband, it’s likely that the remainder of the coming decade will see a collision and competition between business models driven by consumer demand and expectation and changing patterns of media consumption. Media companies will have to fight hard and innovate in a fast changing, technologically driven landscape if they are to make the most of this flourishing market”.
The research findings were revealed today at the Media Guardian Changing Media Summit 2012 by Red Bee Media CEO, Bill Patrizio. The findings were then debated by an expert panel chaired by media and technology analyst and commentator, Kate Bulkley, and featuring: Eric Berger, Executive Vice President, Digital Networks, Sony Pictures Television; Cindy Rose, Director, Digital Entertainment, Virgin Media; Mark Howe, Managing Director, Agency Operations, North & Central Europe, Google; and Claire Tavernier, Senior Executive Vice President, FMX and Worldwide Drama, FremantleMedia.
For more information about Tomorrow Calling, please visit www.redbeemedia.com/tomorrowcalling or contact Red Bee Media directly:
Steve Spencer / Georgia Hart
Octopus Communications for Red Bee Media
Red Bee Media's Tomorrow Calling programme is conducted with MTM London. The research was conducted by MTM in February 2012. Findings are based on the industry predictions and trends analysis of around 150 experts from the UK broadcast industry.
FX UK Signs Up Red Bee Media to Launch Watermarked Companion App
Launch marks the first commercial use of digital audio watermarking technology in a TV companion app in the UK.
Red Bee Media, one of the world’s leading media management companies providing multi-platform technology and creative solutions to broadcasters, content rights holders, platform operators and brand owners, today announced a deal with FX UK to create and produce the network’s first ever companion app.
The app has been developed to support the eagerly anticipated return of the critically acclaimed series, The Walking Dead, which continues its UK season premiere on FX UK on 17 February.
The second screen experience will provide audiences with a new, social and immersive way to engage with one of FX UK’s top rated TV series including: the ability to predict the number of zombie kills in each episode, watch as the action unfolds and share your results via Facebook or Twitter; select and watch previous zombie kills according to episode, character or weapon; view trailers of upcoming episodes; and see what’s being said about The Walking Dead on Twitter and interact with the Twittersphere.
The app will be available free of charge from 3 February and will be available on both iPhones and iPads.
The Walking Dead app utilises cutting-edge digital audio watermarking technology, powered by Civolution, which allows audiences to accurately sync the second screen experience to the television programme, both live and on demand. Digital audio watermarking embeds indelible and imperceptible metadata about each show, such as timecode, which is then extracted and interpreted onto the second screen device. This is the first time that digital audio watermarking technology has been deployed commercially as part of a TV companion app in the UK.
Bill Patrizio, CEO, Red Bee Media commented: “We are proud to work with FX UK to deliver this cutting-edge, first of its kind, second screen experience to consumers across the UK. The convergence of mobile and social technological innovation and consumer adoption is effecting dramatic changes to nearly every aspect of the industry. It is now widely acknowledged that multi-tasking in front of the TV is increasingly commonplace and research tells us that 60%1 of people in the UK concurrently watch TV and go online at least two or three times a week. This provides us with an opportunity to help our partners to build lasting relationships between their content and consumers by offering a new dimension in engagement that fuels excitement, deepens experiences and extends consumers’ enjoyment without detracting from the main screen.”
Cecilia Parker, General Manager, FX UK commented: “The Walking Dead is such a fertile property online already that developing that discussion further on to the next level of engagement without compromising the viewing experience was a natural next step for us. Red Bee Media were the ideal partners given their wealth of experience in second screen activity. We are incredibly excited to launch the channel’s first ever IOS app on February 3, just in time for the airing of the second part of season 2 on Friday, February 17. We hope the fans take part.”
The Walking Dead companion app has been developed using Red Bee Media’s RedDiscover™ technologies, which was announced earlier this week.
RedDiscover™ combines Red Bee Media’s established metadata build sourcing and distribution services with award-winning search, recommendation and personalisation technologies, creative and user interface design and companion applications and ‘second screen’ experiences to enhance the user journey.
RedDiscover™ launch clients include iconic international lifestyle and entertainment media company, Time Out, and Dutch publishing house, Veronica Publishing, which is owned by Dutch media company SBS Broadcasting B.V.