My presentation in the 2nd screen ABC seminar organized by Commission Helsinki on 8 May 2014. The presentation focuses on a 2nd screen platform that the show "Puoli seitsemän" piloted during its "Style Week" in March.
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2nd Screen at Yle: Case Puoli seitsemän
1. 2ND SCREEN AT YLE –
CASE PUOLI SEITSEMÄN
Maria Hausen, producer, Internet development
2. Evolution of social watching at Yle
”Aitio”
Selected livestreams & chat
on the web. Also goal clips,
newsfeed & sign-language
commentary with sports
events.
Used with radio shows,
sports events, Independence
day, Eurovision song
contests, etc.
”Stage” (Creative content)
In use with selected
livestreams. Chat & Twitter
feed. Drupal as platform.
News & current affairs 2nd
screen
In use with current ”theme
evenings”. Escenic as
platform.
20112009 2013 2014
Livestreams & chat
on web pages
Social tv &
expansion of 2nd
screen
Responsive 2nd screen
Tweets to tv screen
(Yle’s proprietory system)
Social tv pilot
User generated content to tv
screen
Common 2nd screen
platform pilot
2010 2012
13. Objectives of the common 2nd
screen pilot
• To get an overview of 2nd screen at Yle and to
ensure the different modules will be developed
with common goals and needs in mind
• To test whether 2nd screen functionalities can be
centralized
• To learn, learn, learn
• What works on the 2nd screen, what doesn’t
• Understanding what working with a 2nd screen
platform requires (competencies, workflows,
integrations, etc.)
14. Social tv pilot
• A separate social tv pilot coincided with the 2nd
screen pilot
• Three social tv systems were piloted in five
different programmes
16. • Info page manually updated
in the backend
• Embedded Ninchat
• 2 moderators during live shows
17. • Polls created and results displayed on
tv screen via Never.no
• Aggregated & moderated social media
feed (FB, Twitter, Instagram,
images from email) (Never.no)
• Tweets and images to tv screen
(Never.no)
18. The visible part of the pilot was
just the tip of the iceberg
Audio sync
technology Concept
Implementation
Social tv pilot
Creative Content
web team
Production team
Viz RT experts
19. The barriers between internet and
broadcast are breaking
Programmer
Director
Subeditor
Producer
Taustatoimittaja
Graphic designer
System specialists
Editor/community manager
Internet Broadcast
Developers
AD
Community manager
Producer
Concept designer
21. ”Style week” at Puoli seitsemän
18.3. 19.3. 20.3. 21.3.
• Guest: Olavi Uusivirta
• Outfit 1
• Guest: Maria Veitola
• Outfit 2
• Guest: Sara Chafak
• Outfit 3
• Guest:
Teemu Muurimäki
• Winning outfit
Own tv watching style (send your photo)
The most stylish pet
(send your photo)
#puoli7 #tyyliviikko @puoliseitseman ps@yle.fi
22. The final outfit poll increased 2nd
screen usage at the end of the week
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
18.3. 19.3. 20.3. 21.3.
Eri selaimet,
oheisruutu
Annetut äänet
Viewers 514 488 523 199 596 236 526 441
Proportion
of 2nd
screen users
0,10% 0,06% 0,42% 1,19%
Source: comScore Digital Analytix, Finnpanel, Never.no
9 213
unique
browsers
during
”Style week”
Unique browsers,
2nd screen
Number of votes
24. Voting was the core in the 2nd
screen, audio sync was of no
interest
15%
12%
60%
13%
Kaikki viestit ja
kommentit samalla
sivulla
Mahdollisuus lukea
chat-viestejä ja
osallistua chatiin
Mahdollisuus
äänestää
Tiedot ohjelmasta /
lähetyksestä
Äänentunnistuksen
avulla ohjaaminen
Osallistu-sivulle
n=57
Source: 2nd screen user survey
All messages and
comments on the
same page
Possibility to read
chat messages and to
chat
Possibility to vote
Information about the
show/episode
Audio sync guiding to
the 2nd screen
25. Investment vs. impact
345 messages in total
Source: comScore Digital Analytix, Ninchat
3 646
page views
2 738
page views
12 615
page views
1 933
page views
26. The presence of the 2nd screen in
show clearly increases its use
n=72
49%
8%
17%
8%
11%
7%
Ohjelmassa kerrottiin
siitä
Hakukoneen kautta
Yle.fi:ssä olleesta linkistä
Yle Areenan iPad-
applikaatiosta
Sosiaalisessa mediassa
olleen suosittelun kautta
Kaveri/sukulainen/
kollega kertoi tästä
Muu
Mentioned in the
show
Search engine
A link on yle.fi
Yle Areena iPad app
Recommendation in social
media
Friend/colleague/relative
recommended
Other
Source: 2nd screen user survey
27. 2nd screen users did not represent
the most potential target group
49%
51%
Miehiä Naisia
13%
22%
33%
30%
2%
0-14 vuotiaat
15-29 vuotiaat
30-44 vuotiaat
45-59 vuotiaat
60-74 vuotiaat
75 ja vanhemmat
n=67
Average age: 50.2 years
n=63
years
years
years
years
years
years and older
Male Female
Source: 2nd screen user survey
28. Desktop use dominated despite
iPad optimization
62%
20%
18%
Tietokone
Tabletti
Mobiili
Source: comScore Digital Analytix
Desktop
Tablet
Mobile
29. Using Ps 2nd screen was a
positive experience overall
• 87% of visits were successful
• Impact on viewing experience: 3.62 (1-5)
• Likelihood of using Ps 2nd screen in the future:
3.68 (1-5)
• Net promoter score: -4.37
Source: 2nd screen user survey
30. Learnings
• Pilot one thing at a time (MVP), be prepared for surprises
• Take experts’ role into account from the beginning
(resourcing, budgeting)
• Interactivity should be incorporated into the storyline from
the beginning
• Know your audience: research, test, measure, do
participatory design
• Find your focus, less is more
• Interaction through social media directly from the 2nd
screen (login)
• Audio sync works as technlogy, further development
required with content
• Learn with others and share your experiences
