On Wednesday of this week, guest speaker Emily Christner, VP of Marketing at tvguide.com and TV Guide Moblie, came in to give us "straight talk about the TV business." After everyone loaded up on tasty fajitas from (PRODUCT PLACEMENT ALERT) Fresh Tortilla Express, Emily started talking about the wonderful world of TV Guide Digital. She started off with a poll question: "What do you think of when you hear or see TV Guide?" A lot of people mentioned their grandmas and a couple people mentioned their parents. One student aptly summed up the general consensus when they said, "I think of old people." Now now, before anyone gets offended, let me lay down some facts. TV Guide is a lot younger than most people think: Half of tvguide.com users are under 35 years of age.
Emily talked a bit about the concept of social tv. Social tv, according to a poll TV Guide conducted is "being able to connect with shows, actors, and other people." So live tweeting during new episodes of shows and checking in to FourSquare to say you're watching a show are a few examples. Social media makes people feel like they can save a show that is in the talks of being dropped; sometimes they can save a show. Lots of television networks rely on companies like Nielsen to gauge a success of a show, but sometimes Twitter is a more accurate indicator.
One of the coolest things that Emily mentioned was tvguide.com's The Watchlist. The Watchlist is basically your own personalized TV Guide. You start by adding tv shows and movies and actors you watch and like. Then, you will get a super long list of what channel the show will be on or when the next movie with your favorite actor will be on or where you can stream that episode or movie online. It also comes in app form- for FREE! It's really cool. And if you don't believe me, maybe you'll believe TechCrunch, and TechCrunch never calls anything cool. So it's kind of a big deal. Check it out for yourself at tvguide.com. Also, check out these articles from the Wall Street Journal and the New York TImes:
Thanks to everyone who came, we hope you enjoyed it. Next Monday we will be having our Adversay Kick-off featuring Best of the Summer Ads and on Wednesday Jack Daley, the VP of Marketing at Nickelodeon, will be coming in! So excited. Nick's 90s cartoons were my childhood. Finally, Thursday is the Haagen Dazs Mentor Mingle. Can't wait to have some new buddies!
Viggle, a new free app by Function(x) recently launched for iOS, is calling itself the “Loyalty Program for TV.” It allows you to “check in” to TV shows you’re watching through audio recognition and earn points, which can be redeemed for real rewards like gift cards or movie tickets. While on the app, you can see what shows are the most buzzy or what shows will give you the most points for tuning in at the moment. Viggle also takes this opportunity to show you in-app ads.
Chris Stephenson, the president of Function(x) commented that for everything we buy these days there is a loyalty program, but “Networks don't have a direct relationship with the audience. So what you've got is a world where the television-show brands are very popular but the networks aren't really in a position to give anything back to the consumer.”
So what are the benefits for the networks?
It is clear that most users already use other devices while watching TV, and Stephenson offers Viggle as a another way for networks to maintain your attention since they know they can’t change user behavior. It is not necessarily about driving people back to live-TV viewing, as you can earn points by watching through any platform and at any time, but about networks giving back and building a better relationship with consumers by doing so.
It sounds almost a bit too good to be true for me—I mean getting rewards while doing nothing but watch TV? However, I am definitely sold and can’t wait to give it a try.
You might not have noticed the streets of New York more frenzied and cluttered than usual, but the truth is that two of the biggest weeks for marketers have been going on simultaneously—and without a hitch might I add. While Fashion Week has taken over Lincoln Center, a variety of panels and discussions hosted by ad agencies to tech companies have been spread across the city for Social Media Week. However, what you might not realize is that they go perfectly hand-in-hand.
Ever since 2008 when Style.com first released its smartphone app geared at Fashion Week goers, both the fashion elite lucky enough to attend or work behind the scenes and the masses waiting outside the tents made sure to document and follow everything going on using social media. This year there are a few notable apps that target the industry insiders themselves and make it very easy for everyone else to stay updated.
Fashion GPS Radar is a do-everything app that lets users register for the week’s events, locate shows on an interactive map, and check in by scanning personal barcodes. It is also useful as a tool for show producers to send invitations, arrange seating, and keep up with editors’ and buyers’ whereabouts
A very specific app developed just for the use at Made’s fashion show—not only in person but also via Livestream—is called Made Fashion Week and jumps on the bandwagon of using technology to recognize sound being played in the background to trigger the app. A lot of thought was definitely put into this, as the app is designed to sync with inaudible sound waves played during the show to automatically display information about each look as the model passes.