RepositoryOfExistingBusinessUseCasesForTVsWithSecondScreensThatEnrichProgramsAndCommercials

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Repository of Existing Business Use Cases for TVs with Second Screens that Enrich Programs and Commercials

(Metadata)

Editors

  • Kohei Kawakami, Nippon Television Network Corp.
  • Jiro Hirono, Fuji Television Network, Inc.
  • Yosuke Funahashi, Tomo-Digi Coporation

Objectives

  • The existing business use cases captured here have been collected and categorized to serve as a repository for a future development and standardization of this field, and also to present broadcasters' expectations in developing such services.

Background

  • Smartphones and tablets are rapidly spreading around the world, and 80% of TV viewers in developed countries are using smartphones or tablets while watching TV programs and commercials, according to recent research.
  • Without any help from advanced technology, some users are simultaneously enjoying information and communication via several devices through their advanced multi-tasking skills, and some broadcasting services have been designed to appeal to these users.
  • Until now, there has not been a repository document that has collected and categorized existing and recognizable business use cases, as far as editors know.
  • The future second screen services related to TV programs and commercials may be innovative and remarkably progressive beyond extrapolations from existing services. Even if it might be true, it would be valuable for the development and standardization of this field to collect and categorize existing business use cases, which captures the current actual behaviour of users.

Business Use Case Group 1: Existing and Common

BC1-1: Get more detailed information by using the Web

  • BC1-1-1:
    • Context: Users look for additional information on topics contained in TV programs by searching the Web on second screen devices
    • Actors:
      • TBW
    • Steps
    1. A User is watching a TV program on a TV set.
    2. The user is curious about a topic shown in the TV program.
    3. The user searches the Web for related information using a search engine service on a second screen device. The user uses key words from the TV program or of their own choice.
    4. The search engine service shows a list of links on the second screen device.
    5. The user selects a link of interest on the second screen device.
  • BC-1-1-2:
    • Outline: Users get additional information on wineries contained in a TV program by manually inputting URLs or by scanning QR codes displayed on the TV screen into a second screen device.
    • Actors:
      • TBW
    • Steps
    1. A User is watching a TV program on a TV set.
    2. The broadcaster displays a URL or a QR code tied to a wine or winery contained in the TV program.
    3. The user inputs the URL into a second screen device or scans the QR code with a QR code reader built into the device.
    4. The second screen device shows the user the web page from the URL or the QR code.
  • BC-1-1-3:
    • Outline: Users get additional information on content broadcast from the Summer Olympic Games by manually inputting URLs or by scanning QR codes displayed on the TV screen into a second screen device.
    • Actors:
      • TBW
    • Steps
    1. A User is watching the Summer Olympic Games on a TV set.
    2. The broadcaster displays a URL or a QR code tied to a sport or an athlete.
    3. The user inputs the URL into a second screen device or scans the QR code with a QR code reader built into the device.
    4. The second screen device shows the web page from the URL or the QR code to the user.
    5. This web page also contains additional links to information about the Olympic Games. The user can navigate beyond the sport or the athlete by following these links.
  • BC-1-1-4:
    • Outline: Users get additional information related to commercials broadcast during TV programs by manually inputting URLs or by scanning QR codes displayed on the TV screen into a second screen device.
    • Actors:
      • TBW.
    • Steps:
    1. A User is watching a TV program on a TV set.
    2. The broadcaster airs a commercial during the TV program which informs the user of a URL. This is done by displaying and/or announcing the URL string. This is also done by displaying a QR code.
    3. The user inputs the URL into a second screen device or scans the QR code with a QR code reader built into the device.
    4. The second screen device shows the user the web page from the URL or the QR code.
  • BC-1-1-5:
    • Outline: Users get additional information related to commercials broadcast during TV programs by manually inputting key word search terms into a search engine on a second screen device.
    • Actors:
      • TBW
    • Steps
    1. A User is watching a TV program on a TV set.
    2. The broadcaster airs a commercial during the TV program.
    3. The broadcaster displays and/or voices over key words tied to the commercial.
    4. The user inputs the key words into a search engine on a second screen device.
    5. The search engine service shows a list of links on the second screen device. The link to the web page tied to the commercial is shown at the top of the list.

BC1-2: Buy the item through the Web

  • BC1-2-1: To indicate the detailed information of the Web site where users can purchase items. In a second screen, the user can purchase favorable items by accessing the site.

BC1-3: Watch a video related to TV program by using the Web

  • BC1-3-1: To present VOD site information related to the TV program such as the previous episode or another series and so on. In a second screen, the user can view a favorable program by accessing the site.

BC1-4: Apply the campaign using the second screen

  • BC1-4-1: To indicate the application site URL and campaign gift information. In a second screen, the user applies the gift by accessing the campaign site.

BC1-5: Share the view using the Web: Friend Scope

  • BC1-5-1: A TV viewer finds an impressed scene and send comments to share the program with his friends by e-mail, SMS and micro-blog with a second screen device.
  • BC1-5-2: A viewer feels as if enjoying together with his friends in virtual living room by commenting each other in micro-blog and SNS with a second screen device.

BC1-6: Share the view using the Web: Public Scope

  • BC1-6-1: A viewer find an impressed scene and tweet on micro-blog using a second screen device. Hash tag allows related tweets spread to same interest groups and becomes a big trend.
  • BC1-6-2: Broadcasters invite TV viewers’ comments and refer them in order to make more interesting show. With second screen, TV viewers exchange their opinions by posting comments on a micro blog. Some opinions are presented in the TV program as if to participate live program.

BC1-7:Find an appealing program on the Web to watch on TV

  • BC1-7-1: A second screen user finds an interesting program information on web pages, micro-blogging and the SNS which lead him to watch the TV program.
  • BC1-7-2: Watch the TV program, knowing the program information by the use case of "Share the view using the Web".

BC1-8: Participate in the interactive program with a second screen

  • BC1-8-1: The broadcaster provides quizzes or questionnaires on a second screen in accordance with the progress of the program. Superimpose several answers from a variety of viewers.
  • BC1-8-2: Voting/Polls
  • BC1-8-3: Indicate the photos and messages in a program posted by second screen.

Business Use Case Group 2: New and Emerging

BC2-1: Simplifying "BC1-1: Get more detailed information about using the Web"

  • BC2-1-1: Provide a second screen application that can recognize a TV program or the commercial by its video / audio signal, and users browse web pages automatically come up through that application.

Broadcaster's Expectation

  • Second screen could create promising new services through its smarter combinations with TV programs and commercials. Broadcasters would expect that web apps on a TV set and web apps on a second screen device could link, connect and interact each other to enable creating innovative TV programs and commercials easily.
  • TV broadcasting is one of mass communication media, which is good at delivering same content and services to all TV sets in its region efficiently. To make good use of this nature of TV broadcasting, broadcasters would expect that mechanisms to cope with connecting any kind of TV sets with any kind of second screen devices easily would be provided.