By: Jim Bono, Vice
President, Research, Crown Media Family Networks
The afternoon portion of day one at The Media Insights &
Engagement Conference consisted of the Strategic Lab sessions.
At 2 pm, there were three choices:
·
Multi-Platform Research & Measurement - Discovering
White Space: How Oprah Winfrey Network Found Success on Saturday Nights
·
Data Fusion - The Power of Context
·
Digital Future - Smart Viewers with Smart TVs
I attended the Digital Future session. Here, Beth Rockwood of Discovery gave us an
in-depth look at Smart TV viewers and their viewing habits. Viewers treat their
Smart TV as their "go-to" hub, where they can access not only their
TV, but even more content. Viewers are returning to the living room as the
central viewing place, and now can enjoy more options on their "big"
screen. They prefer to view these options and/or use apps on the big screen as
opposed to tablets. Plus they enjoy watching with others.
At 2:45 pm there were two choices:
·
Finding Funny: Our Journey to Uncover What's
Really Behind Female Humor
·
Videobiquity: Using Research to Tell the
Story of Multi-Platform Behavior
At the Videobiquity: Using Research to Tell the Story of
Multi-Platform Behavior session, Brian West and Lisa Heimann of ABC gave us
some insights about linear, VOD, OTT and DVR viewing. Viewers find VOD easy and convenient, and prefer
VOD over pay-per-view and some even prefer VOD over DVR. We also saw an
interesting look at PC viewing vs mobile/tablet viewing over the past several
years.
After a short break, we were offered three more interesting
sessions to choose from:
·
The Roadmap to Audience Passion
·
From Binge to Nibble - Consuming TV Today
·
A Question of Influence: What Makes Someone
Watch a TV Show?
Gavin Bridge at Ipsos and Eric Sherman of Twitter gave us an
understanding of Twitter's role in TV behavior and what influences viewers to
watch. Key findings included: Twitter users are more likely to watch live TV,
as well as more TV; Twitter users like to consider themselves as those who know
more about television; and two in five Twitter users watched a show because of
communication on Twitter. Their study also showed Twitter users are more aware
about TV programs than non-Twitter users.
The day concluded with our co-chairs, Tom Ziangas and Jess
Aguirre facilitating an informal and up close and personal Master Class
Workshop. In this session, also titled A Call to Action for Today's
Media Researchers: Boost Your Skill Building and Professional Development,
Tom and Jess covered Skill Building topics, such as going from data dumps to
storytelling and vendor negotiations, and Personal Development, including
credibility as a researcher and learning from peers.
About the Author: Jim
Bono is a TV industry veteran of nearly 25 years, working in Cable TV research
for over 20 years. He’s coming up on his 15th year with Hallmark
Channel and Crown Media, where he is VP of Research and heads the department on
the East Coast. A Long Island native all his life, Jim is married to his
best friend and wife of 23 years and has 2 wonderful teenaged sons.
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