27 March 2012 - 3:32pm | posted by | 0 comments

Social TV won't take off until there is a change of mindset amongst broadcasters, ex-ITV project director SMWF

Social TV won't take off until there is a change of mindset amongst broadcasters, ex-ITV project director SMWFSocial TV won't take off until there is a change of mindset amongst

Social TV will not take off until there is a change of mindset amongst broadcasters, warned Eric Guillaume, ex-freelance project director for ITV.

Speaking at Social Media World Forum, Guillaume praised the partnership with Google, claiming that the most important aspect was the distribution of the broadcaster's content to an audience, following the broadcaster's precious hesitancy to work with YouTube.

In discussing social TV, he said that "it wasn't quite there yet" in terms of quality and success, highlighting two issue that it had yet to overcome.

The first issue was that of user experience; "lots of companies are trying a lot of things that is fragmenting the industry...if user experience is good, it will take off."

The second challenge highlighted by Guillaume was that mindset within broadcasters who still think 'TV first'.

"Content consumption is still being done in a very tradition way," he said. "Social is still an afterthought. What will be do with Twitter? etc. There is still an embryonic sense of social. The main idea is still not thought about across all platforms.

"It's a question of culture. Senior commissioning people are still old school and continue to think 'TV first'.

"When content commissioners begins to see the effect with people increasingly coming to their content through social channels, then things will change."

Guillaume also highlighted the work of Zeebox as doing some 'useful' things.

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

THE CO-OPERATIVE BANK BRAND ADVERTISING CAMPAIGN

30/10/2014
Creating a brand campaign for a high street bank is always...

Rock of Ages on Tour

30/10/2014
CONTRACT START/END DATE September/October 2014 DESCRIPTION...

Reed Learning Personalisation with Sitecore

30/10/2014
Reed Learning, a leading provider of training courses and ...

First-time cruisers? It soon becomes a long-term love-in…

29/10/2014
Since July 2013, Cruise Nation and Rooster PR have been on...

Brand Campaign for 123RF

28/10/2014
The Challenge Help 123RF stand out against big-name image...