MTV Puerto Rico SocialTV
Convergence of mobile (SMS) with analog broadcasting
Convergence of mobile (SMS) with analog broadcasting
Convergence for engagement
Active entertainment through TV and Mobile
Case Study on Innovation > MTV Puerto Rico > SMS TV Chat
MTV Puerto Rico
- MTV PR was a free TV antenna signal with total coverage of the island.
- Main audience: Young adults with active digital lifestyle.
OBJECTIVE
- Create awareness about MTV PR with general market audience.
- Generate new revenue streams.
STRATEGY
- Create a space to make the audience part of the screen, giving them the opportunity to participate with programming and events.
MTV PR Case Study
- The opportunity to engage with a young mass audience was identified by converging mobile with TV.
- For that to happen a “ticker” was integrated as a layer ontop of the TV broadcast. The ticker is the place where people can send their text messages to short-code “95340” and be viewed immediately on TV.
- The SMS ticker converted itself into a real-time TV Chat where people could comment about TV content, make friends, sell items, dating, express themselves in a new way and have their 5 seconds of stardom on TV.
Live Metrics
- The system had a back-end metrics module where the flow of SMS could be viewed real-time by the hour, date and total.
- This tool provided strong support to Ad space sales.
Results
- The idea generated new revenue streams. In addition to Ad sales, 1.9 million text messages at 0.99¢ each were received in the first year.
- Based on the above results, parent company WAPA TV rolled-out the SMS ticker feature to primetime TV shows.
Summary
One of the first steps for Social TV started when viewers converted the feature into a community using their mobile devices to chat and connect within the TV screen landscape.
