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from the Future of TV workshop at MIT Media Lab, April 2011
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Dual Screen TV MIT Media Lab : Future of TV Workshop
MOTOROLA and the Stylized M Logo are trademarks or registered trademarks of Motorola Trademark Holdings, LLC. All other trademarks are the property of their respective owners. © 2010 Motorola Mobility, Inc. All rights reserved.
Dual Screen TV Venu Vasudevan | Betaworks | [email protected]
Motorola Mobility
Dual Screen TV MIT Media Lab : Future of TV Workshop
TV : Past ..
4/16/11
device & content inseparable
constrained access
Dual Screen TV MIT Media Lab : Future of TV Workshop
TV : Past .. Present
4/16/11
video & interactivity bundled
constrained participation
content
device
Dual Screen TV MIT Media Lab : Future of TV Workshop
TV : Past .. Present .. Future
4/16/11
device
rendering
interactivity
content
behind Moore’s
beyond Moore’s
separate & synchronize
Dual Screen TV MIT Media Lab : Future of TV Workshop
Benefits of Dual Screen
4/16/11
viewer
content creator
advertiser
application developer
personalized. private
direct-to-consumer. superior analytics.
shorter learning curve faster technology waves. ‘cooler’ platforms
Interactivity. superior targeting
Dual Screen TV MIT Media Lab : Future of TV Workshop
Is Dual Screen for real?
4/16/11
2.2 M viewers 100 K dual screen users (week 1)
500 K plays
tv appification .. on to the 2nd screen..
with promising content proof pts ..
fast go-to-market alternatives audio fingerprints
pervasive media multiplexing
Ref. GigaOm. TV Apps: Evolution from Novelty to Mainstream
Dual Screen TV MIT Media Lab : Future of TV Workshop
Dual Screen Challenges & Futures.
4/16/11
production
distribution
experience mon
etiz
atio
n
Dual Screen TV MIT Media Lab : Future of TV Workshop
Production & Distribution
curation to the rescue?
studio
studio host
mso
cast
player
friends
atom
izat
ion
of in
tere
st g
roup
s
quality diversity
timeliness
Dual Screen TV MIT Media Lab : Future of TV Workshop
Experience
reconciling rich social with attention deficit
reconciling rich participation with rights management
4/16/11
Bob likes a “Bill Maher” joke. He clips shares it with tags ‘funny’, ‘mustard’
Dual Screen TV MIT Media Lab : Future of TV Workshop
Monetization
ad models that take advantage of a split screen
borrowed metaphors? - dual screen ‘double click’
OR new-new - synchronized advertising
4/16/11
1st screen ad
2nd screen ad effect
Brand distracting
Brand opposing
Brand destroying
Local Ford dealer purchases an ad slot and schedules an ad with a telescoping application that gives the user a call
C
User watches Ad
Ad overlay appears
User enters phone #
Later receives a phone call from the dealer
User continues watching content
Dual Screen TV MIT Media Lab : Future of TV Workshop
Dual Screens : where more is indeed better ..
Dual Screen TV MIT Media Lab : Future of TV Workshop
Questions? [email protected]