“Whoever answers the question about my presentation at the end, will get 50 euros! So if you are not quite interested, maybe you will want to listen.”
This is how Miguel Angel Santos started his presentation about strengthening the second screen through gamification in Revolution TV. This event gathered 28 TV experts in Madrid the 22nd of January. Experts talked about binge watching, new television models, social TV, augmented reality… and gave their view about the future of television.
Miguel Ángel talked about how TV advertising income has decreased and how brands are adopting new personalized and hypersegmented strategies. Moreover he talked consumer trends when watching TV:
- 85% of people already use second screen functions at least once a month (Pew)
- 69% tweets TV content (Nielsen)
- 29% of the episodes receive audience from tweets (Nielsen)
Therefore, users are already using the second screen, and efforts should be aimed to enhancing the content in the second screen. The question is HOW?
As we have said recently on previous posts, we think the answer is gamification, because the audience is already playing with their smartphones: Users spend almost half the time they spend with apps playing (Nielsen). Hence, it is time to make the TV content more fun by making it playable.
Miguel Ángel talked that it wasn’t an easy process and that it’s not always possible to gamify content “For example, gamifying Sunday’s mass will not be possible” he added.
Oh! I almost forgot… no one guessed the answer, but at least they liked the initiative, or so they tweeted!
Photograph: Twitter @liusmipedrero