Morning of Content: Across the Universe
Jason Seiken SVP PBS Interac2ve, Product Development & Innova2on PBS Interac2ve Mission/Strategy • Grow pbs.org for the beneﬁt of sta2ons – Engage New Audience – Addi2onal Touchpoints for Exis2ng Audience – Drive TV Tune-‐in – Drive Traﬃc to sta2on.org AKract New Audience • Latent PBS Fans: – Younger people who don’t use TV as their main device – People who watch TV but don’t support a sta2on; need more touch points • The average pbs.org user: – Age: 34.2 (not including pbskids.org) – Only 26% of pbs.org visitors report having watched PBS in the last 7 days • Since 2006, traﬃc up 60% for pbs.org and 100% for pbskids.org • PBS is #16 video site on the web; PBS Kids is #1 Kids site for video – Most months, ahead of a network or two. Addi2onal Touchpoints • More is More: The more people engage with pubTV content, the more likely they are to become a sta2on member • New Products – PBS for iPad (#1 twice) – PBSKids for iPad (#2) – PBS for iPhone – Google TV (Kids) – Classroom interac2ve whiteboards – 12 PBS mobile apps launched so far Drive TV Tune-‐In • iPhone owners now always have your local schedule in their pocket • Evidence that people sample at work, watch at home • Merlin enables sta2ons to promote local content on pbs.org • Mobile “stunts” where we promote the ﬁrst episode of a series Promote Local Content using Merlin Three Trends in Digital Media • Mobile • Dominance of Video and Social Media • Demise of the Website Trend 1: By 2014, Mobile will be the #1 Internet Onramp for Americans Trend 2: Video and Social Media We Asked Our Social Media Fans and Followers What They Want • They said: more video, previews and tune-‐in info. • So we responded: more video previews on Facebook – Freedom Riders exclusive preview just for fans. Men2oned in Mashable as a great way to oﬀer value Use social media to drive tune-‐in • More networks and cable channels are displaying TwiKer hashtags on-‐air – ABC News, CNN and BBC News with their coverage of the Royal Wedding • CNN displayed its #CNNTV hashtag on the screen for much of the event. When Prince William and Prince Harry arrived at Westminster Abbey, #CNNTV men2ons spiked at 252 tweets/minute. • PBS producers are experimen2ng. Example: Frontline Trend 3: Demise of the Des2na2on Website • Most media companies – including BBC, NatGeo, Discovery, PBS – are re-‐alloca2ng resources away from web site to: – SEO • Drives more traﬃc than on-‐air men2ons – Social Media – Distribu2on! • Blip.tv: 72M video streams If you build it, they won’t come • Walled gardens are out; distribu2on is in. Send your content to where the people are. – Social media • Example: PBS viral player – Partner with other digital proper2es – local newspaper sites, Patch.com, local bloggers, etc. – to distribute your video • Find brands and people who have large audiences, either on their web site or social followers Redeﬁne “content” It’s not: broadcast, just smaller. It can be: Short-‐form (2-‐5 minutes) User-‐generated Non-‐tradi2onal formats (databases, interac2ves, graphics, photos only) Key is to keep it low-‐cost and “nimble” without sacriﬁcing quality. (Though the audience accepts lower produc2on values on than on TV.) Ques2ons?