Nine Entertainment Co is set to launch a social TV app to rival Seven’s Fango, as the campaign to make TV more social gathers steam.
The app, to be called ‘Jump-in’, will launch in mid-July to coincide with the Olympics and boast the potential for users to ‘check-in’ to a TV show or broadcast, similar to how social media users check-in to locations. While Spotify and social news reading apps have made it popular for consumers to broadcast their content consumption in social networks, the same behaviour is yet to take off for TV shows.
Nine will use the Olympics as a hook to encourage viewers to share their viewing behaviour, and as an entry into companion app behaviour. The app will also feature complementary content around the Olympics including interviews with the medalists, the full Olympics schedule, latest medal tally, results, news coverage and video highlights.
Group sales and marketing director, Peter Wiltshire, Nine Entertainment Co. says television audiences are showing huge enthusiasm to get directly involved in shows as they air. “We’re already integrating social media and interactive elements into our TV line-up, and hit shows such as The Voice and The Block, have demonstrated it enhances the fans’ TV experience,” Wiltshire says.
Jump-in will initially be available for iPad, and then rolled out in stages across iPhone, Android and Windows platforms and as a web app. ninemsn will offer a range of advertising opportunities to connect advertisers with Jump-in users.
Seven has been crowned ratings king for the third year in a row with 28.1% of network share, giving it extra bragging rights to take to its advertisers.
According to figures released by television audience measurement service OzTAM, the network was buoyed by programs such as Packed to the Rafters, which pulled an average 1.9 million viewers. The network also claimed six of the top 10 highest-ranking shows for the year.
Also revealed in the figures was that Australian programming was held up as the most watched for the year, with 11 of the top 100 highest-rated shows coming from the UK and 18 from the US.
The Nine Network came second in the ratings field with 26.6% of the network share, followed by Network Ten with 22.4%, which was supported by its reality show MasterChef and its coverage of the 2009 AFL Grand Final that pulled 2.8 million viewers.
The ABC and SBS ended 2009 with 17% and 5.9% of the network share respectively.
It would seem that proponents of Freeview will have a fight on their hands.
According to KPMG figures that appeared in The Australian, the free-to-air TV advertising market has fallen 5.3% in the six months to December 2008.
The figures revealed that the metropolitan TV advertising market has fallen to $1.5 billion compared to the same period in 2008.
Channel Seven was the main beneficiary, with its revenue share jumping to 41.38% on the back of its Beijing Olympics coverage.
That pushed Channel Nine’s revenue share down to 30.87% while Ten came in at 27.74%.
Meantime advertising on regional TV dipped 1.3% from the same time a year ago to $449 million.
What effect these figures will have on the proposed Freeview initiative, championed by the free-to-air operators, will remain to be seen – no doubt subscription TV vendors will be wringing their hands.