This is a very interesting moment in Social TV and second screen: in the last few months there have been various acquisitions (Twitter acquired Bluefin and Dijit acquired Miso), failed mergers (Viggle and GetGlue) and partnerships.
Some days ago Fox announced a partnership with WatchWith to syndicate its content on apps like Dijit’s NextGuide, ConnecTV, Viggle and Shazam.
In the meanwhile, we had the chance to interview Jeremy Toeman – CEO of Dijit Media – and talk with him (also) about second screen’s (but will we still use these term?) future.
1. Dijit recently acquired Miso: how do you think that this will change (complete actually) your offer? Do you plan to transform it in something else?
Our goal is to connect consumers with TV shows and movies they will love – since launch we’ve continued to add features and services that help them engage, so incorporating Miso’s products and technologies is a perfect fit.
2. Personalization seems to be one of the future keys of success for mobile apps, especially for the ones in entertainment field. Do you imagine further evolutions for social guides?
I think we are still at the earliest stage of personalization in TV entertainment, with customized views, searches, and lineups.
In the future we believe the NextGuide (and other Dijit products) experience will truly understand a consumer and what they want to see or watch.
3. The future of second screen: how do you imagine it in three years?
In three years we’ll (hopefully) stop calling it “second screen”, it’ll just be a part of how we watch TV.
I also fundamentally believe we’ll have sorted out the experiences that make sense, like interactivity with reality or game shows, and stats with sports, and the ones that seem a bit more far-fetched.
I also believe we’ll see an evolution (or two) in how TV producers and the broadcast industry creates content with the second screen in mind, much like we’ve started seeing from programmers such as USA Networks.
4. Social TV and monetization. Which are the best business models?
The best business models are the ones that have been around and make sense in the TV/movie ecosystem.
For example, TV advertising is a $70-90 Billion per year industry – so models inside TV advertising work. Same with subscriptions, content purchasing, distribution, production, etc. Companies that require the TV industry to come up with new models will have a tough time surviving as they get bounced around figuring out who’s budget is getting spent.
And stay tuned for next #TOKInterviews!