THINK of our Indian youth today? a typical 25-35-year-old with a progressive career, belonging to a nuclear family or a single-member household in one of the metro cities who goes out for dinner with friends whenever she wants to. She doesn?t want to be alone at home watching TV at?9 pm?when her social circle is catching up for that much-needed break, but she also doesn?t want to miss out on?Mr. Bachchan?s quips and tit-bits of infotainment on Kaun Baanega Crorepati (KBC) that really lightens her mood at the end of a busy day. How does such a person manage her daily entertainment fix with the rest of her social needs and professional commitments? The answer is simple ?thanks to the second screen!
While the television?s reach, its charm and the kick that TV buffs get from the entire experience cannot be undermined, many viewers turn to the second screen because they are short on time, and because they want more information and context. Today?s hectic lifestyles come with the need to network, socialise, travel, etc. As a result, one is left with very little time for relaxation. Hence, viewers want their entertainment at a time that is convenient for them. Many also prefer catching up on shows in a shorter format, like ?Quickisodes?, ?Mobisodes?, etc., without having to spend a whole half hour to one hour on a show. The idea is basically to keep up with everything that is happening on one?s favourite show even when one is crunched for time.
Today?s TV viewers are multi-tasking.?They like to?connect with social communities and consume content, often in ways that overlap. The complication and scale comes from the?viewer?s ability to engage at their fingertips, using their mobile phones, tablets, and even internet-connected TVs. As more and more viewers look to this space in the few minutes they have for unwinding during a day, this space automatically becomes a hotbed for advertising and brand positioning.?
Multi-screening behaviour by Indian consumers is increasing. Our screens ? televisions, computers, tablets, gaming consoles and mobile phones ? have become more powerful. Content owners need to take a holistic view of their content strategy and user engagement. One needs to be where the consumer is, across screens. Second screen engagement doesn?t only mean delivery of video content on-demand to users. It is about handing over control to the viewers and thus empowering them. Reality show addicts get to vote and comment on the show?s contestants, their performances, future in the shows, etc. News broadcasters give political enthusiasts the option of tweeting questions for chat show panellists, the chance to comment on a show?s topic, on a piece of trending news, tweet
responses to polls, etc. Games, informative trivia, customised recommendations, even the ability to participate in a show (digital auditions) are some of the interactive activities that draw great engagement. While television acts as the catalyst, tablets and mobile phones draw a significant amount
of attention.
This shift from a dedicated TV viewer, to an engaged multi-screen user presents both a challenge and an opportunity for marketers. On TV, content is created to fit manufactured, passive primetime spots and static advertising placements. However, with the advent of the second screen, consumers can control their own flow of content ? from day to night, and from screens large and small. For content owners, the branding and user experience needs to be consistent across all devices. It should be one that enables portable, personal and interactive engagement. The second screen platforms must be very easy to navigate and responsive to user interfaces that adapt to multiple screens and displays.
Digital second screen engagement is extremely powerful for marketers, since it gives you real-time feedback, location and information about the users. One is able to target, profile and customise product offering, information and offer freebies using this information, thereby helping in brand building. The value generated by such engagement for brands is equivalent to that of static ads being played on smaller niche TV channels. As per industry estimates, India?s online video consumption has doubled to approximately 3.7 billion video views per month in the last two years. The total online video audience in India has grown by almost 74 % to 54 million viewers per month.
Our internal research and analytics have also revealed that comedy and daily dramas have a higher viewership on digital platforms. Nearly 78% of the videos consumed belong to the genres of comedy, drama and thriller. Second screen engagement is highest on reality shows. Engagement can be as high as 11.5 minutes (73% of average duration of content) and?1pm-4pm?and?9pm-11pm?are the time slots that have the highest user interest. Sony LIV demographics find favour with 47% female viewers and 53% male; compared to the overall internet video consumption split of 71:29, males to females. Our engagement on Indian Idol, KBC and Boogie Woogie has exceeded all expectations and driven tremendous value for?our clients and partners.
The future of the second screen is bright. There are three key trends that may be the highlights of 2014:
One size won?t fit all?Content distribution will have to be multi-layered, it will have to be customised to the device and/or channel of engagement.
Customised brand messages- In-your-face advertising will be rejected by users. Advertising will have to be contextual and customised to suit the user.
Apps for content?Applications will drive engagement.
The author is executive vice president? new media, business development and digital/syndication at?Sony?Entertainment Network
BY nitesh kripalani