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Summary

In this research proposal you can read how WoBu B.V. did a research in the world of
social media and interactive television for public broadcaster BNN. The central question of
BNN was:

How can BNN use social media to enrich the TV-programmes they broadcast?

To find an answer for this question, I have been dealing with a lot of literature that went
in to this subject. In order to clarify and to support my point of view and findings I will
apply theories and information I have found in the literature and other additional
sources.

The idea that came out of this question was a mix of Interactive Television and Social
Media. The website Hyves offers a lot of possibilities to achieve this mix. The target
group of BNN could have a straight input in the programs of BNN, namely on the
directors seat.

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Index

Introduction 4
Central question 4
BNN 5

Literature review 6
Television: and the rise of interactivity 6
Social Media 8
The Combination of TV and Social Media 9

The proposal 12

Further empirical research 12

Financial Proposal 13

Literature List 14

Reflection 15

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Introduction

WoBu BV. is a research company that is specialized in investigating the creative industry.
This research is about a pressing issue of BNN and you asked me to solve this issue. The
last couple of months I have been doing research in the world of social media and
innovations concerning television. In this research proposal you can read the following
things:
- A short description of the role of BNN in television land
- A literature review about the question you asked me
- A first answer to your question
- A proposal for further empirical investigation that is required

Central question
The question that Marc Adriani, vice-president of BNN, raised was a clear one. He asked
through a short video clip (YouTube):

How can BNN use social media to enrich the TV-programs they broadcast?

So there has to be made a link between social media and the TV-programs of BNN. The
main target of this research is an investigation on those two subjects. First I will tell
something about the television and especially about innovations concerning television.
Second, the rise of social media will get the attention, following by an attempt to connect
those two subjects. Third, I will give my answer to the question and what BNN has to do
to succeed, followed by a proposal for further empirical research that would be required.

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BNN
BNN is a public broadcasting station especially for young people between fifteen and
thirty-five years old. They already work with social networks like Hyves and Twitter and
in that way they have interaction with their target group, which is a good thing. I think
the question Marc Adriani raised is an interesting one and it shows that BNN is aware of
the fact that Internet (and more specific, social media and social networking) is no more
than just information, but it is an audience (Hirshberg, 2008). Because of the
introduction of Web 2.0, young people are using the Internet a lot more and there is a lot
of ground to gain if there becomes a link between television and social media, or as Marc
Adriani would like to see: the integration of the information provided by these social
networks into their TV-programs.

Therefore, I came up with basic principles which will form my general interpretation of
the central question. First, I established the primary role of BNN‟s TV-programs. With this
I want to emphasize that broadcasting TV-programs is and will stay one of BNN‟s core-
businesses, I didn‟t want to change this during my research. Furthermore, because BNN
expressed their desire to integrate social media into their TV-programs, my final
proposition to BNN is an advice to expand their business to social media more intensive.
However, my basic principle here will be that none of these activities will obstruct BNN‟s
activities on TV. With this I want to highlight that BNN's ratings are and stay the most
important aspect. With the final results of our research, I do not want to decrease the
amount of spectators of BNN‟s TV-programs. Instead I want to increase the interactivity
between BNN and its audience, which is integrated into their TV-programs.

Let me now tell you something about the rise of interactivity concerning television. For
this I had to dive shortly in the history books. Because "any attempt to understand new
media requires a historical perspective" (Lister, Dovey, Giddings, Grant & Kelly, 2009, p
46). That is why I first have to look at recent developments of the separate mediums
television and social media before we can look at a combination of these mediums.

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Literature research

The world is moving and also on technical area, innovations and inventions take place. As
Benkler(2006), Professor of the Harvard Law School, says: „Enabled by technological
change, we are beginning to see a series of economic, social, and cultural adaptations
that make possible a radical transformation of how we make the information environment
we occupy as autonomous individuals, citizens, and members of cultural and social
groups.‟ It is clear to see that these changes actuate a lot of things.

Television: and the rise of interactivity


According to Webb (2005), television really began in 1884 when Paul Nipkow, a 23-year-
old student, took the first practical step toward actually setting up a video system. His
idea of the image scanning process is the basic to the television system we nowadays
use. From the invention of the television until the end of the nineties, the role of the
television was simple: people put their television on, they watched programs that were
broadcasted and they absorbed the information or were being entertained. The supply of
information was just one-way communication, from sender (television) to receiver (the
audience). People had no input in television programs and were only able to watch it. At
the end of the nineties, a big change appeared when we speak of the transport of
information. A new phenomenon was born: interactive television. The rise of interactive
television did not just drop out of the air: it was a process of inventions of new
technology.

New inventions
There are a couple of examples how it became possible for the audience to have
interaction with the program they are watching.

Popularity of the mobile phone


In the nineties, mobile phoning became very popular. Because of the new technology,
people could not only phone to another person on (almost) every place they were, but
could also send small text messages (also called „texting‟).

Producers of television programs came up with a new idea: involve the audience in their
program. An example of this involvement was the television program Idols. The idea of
the program was simple: creating a new pop star. There were different rounds where
people had to prove themselves of their singing- and entertaining performances. During
the finals, the audience of the show could decide which persons would go on to the next
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round by texting on their favorite candidate. The jury could just give their opinion, but
the audience decided. In that way, we can speak of interactive communication between
sender and receiver on television.

Digital television
Another example of interactive television is the rise of digital television. Kruger and
Guerrero (2002) describe digital television as „a new television service representing the
most significant development in television technology since the advent of color television
in the 1950s. DTV can provide sharper pictures, a wider screen, CD-quality sound, better
color rendition, multiple video programming or a single program of high definition
television (HDTV).‟
Digital television makes it possible to receive a lot more television stations than cable
television. Furthermore, it makes it possible for the audience to participate with television
programs.

An example of this participation is the Dutch program „Nationale IQ Test‟. In this


program, viewers could test their intelligence (IQ) by means of all kinds of questions.
With the possibility of digital television, the people can participate in this program at
home. The candidates of the program have to deal with questions: the people at home
can answer those questions by clicking on a red, blue, green or yellow button on their
remote. At the end of the program, they could see what their score was.

Digital television is growing, from over 2 million digital connections in Holland in 2006 to
over 3 million in 2007 (Statistiek, 2008). But there are still a lot of households who still
have only traditional cable television. Also, for the broadcasters, digital television has one
big disadvantage. That is that because of all these channels, there is a lot more
competition and the chance on high ratings became in danger. But as we have seen,
there have been a lot of technological developments in television which have led to the
possibility of more interactivity.

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Social Media
According to Lon Safko and David Brake (2009), social media „refers to activities,
practices and behaviors among communities of people who gather online to share
information, knowledge and opinions using conversational media. Conversational media
are Web-based applications that make it possible to create and easily transmit content in
the form of words, pictures, videos and audios.‟ So it is not a surprise that social media is
very popular. Thanks to the up rise of Web 2.0, people have these opportunities to
communicate with each other; they can raise their voice and share information with a
global audience. Tim O‟Reilly (2008), founder of Web 2.0, summarizes Web 2.0 as
follows: „Web 2.0 is the business revolution in the computer industry caused by the move
to the Internet as a platform and an attempt to understand the rules of success on that
new platform. Chief among those rules is this: Build applications that harness network
effects to get better the more people use them.‟ Examples of sharing information are
social media such as social-network sites, video sharing sites, blogs, wiki‟s, podcasts and
more.

The most popular are the social networking sites. In The Netherlands Hyves is the largest
one followed by Twitter and Facebook. Hyves is a free Dutch profile site with the focus on
maintaining and developing a network of friends. Today Hyves has almost 9,5 million
members. With 150 million page views, the Hyves-network uses 5% of the total daily
internet traffic in The Netherlands. The version for mobile phones has 15 million page
views a day.

Cross-media and social networking

In order to reach, inform and especially asking the meaning of its target group about
their TV-programs, BNN uses cross-media and especially Web 2.0 applications. According
to Feldman (2005), cross-media can be defined as „a media brand that extends its offer
over several media channels‟. This is exactly what BNN does, combined with Web 2.0
applications.

How are they doing it? One of the social media networks BNN is using is Hyves. BNN has
a general Hyve-page about BNN itself, but also different Hyve-pages about their
programs. You can see for example extra footage of episodes on those Hyve-pages
(which are an extension of the program itself). With Hyves, BNN gives their audience the
possibility to react on their programs. An example is a poll on the Hyves-site of the
program „Baby te huur‟, where BNN asks the question: „Which episode did you like the

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most?‟ The Hyvers gave their opinion and could, beside of voting, also give their opinion
with a short text message. In that way, BNN can see if their episode was successful and
if not, they could do something with the criticism of their target group and make the next
episode better.

A phenomenon which is possible since the up rise of Web 2.0 is citizen journalism.
Because people have the ability to post their own movies and meanings, the normal
citizen can be a journalist himself! For example through the micro blog site Twitter there
are eyewitness reports and opinions published, often before the professional journalist
spot new happenings. While the journalists are checking their stories, uncontrolled
messages are posted by the public on the internet and are read massively. For example
the rumor that the Dutch bank DSB was bankrupt started on Twitter and was taken over
quickly by the public which led to panicked people who were pulling their money away
from their DSB accounts.

But as said before, there are more possibilities of communicating via social media. One of
the most well-known is YouTube, a website where you can upload (your own) movies and
where you can view and share videos by other users. The slogan of the site is YouTube,
Broadcast Yourself. It is one of the most popular sites of this time and you can see that
by the fact that every minute people are uploading video material with an average of 13
hours. Some organizations or even individuals have their own channel. An example of the
popularity of Youtube: the best viewed movie has been seen by more than a 100 million
people around the world. And there are examples of people who became famous by
posting a video on Youtube, like the Dutch girl Esmee Denters. Because of the popularity
of her movies (and of course, by the fact that she can sing), she now has a record
contract with Justin Timberlakes' label. From unknown to famous in just a couple of days.

All these types of social media can be used via the internet, both by PC and mobile
phone. The mobile phone is becoming more popular and is catching up fast with
computers for the use of social media. Many companies block the internet connection to
the social media for their employees. Which results into people finding other ways to find
their content. It should be clear now; social media play an increasingly important role in
daily life. Television programs cannot ignore the success of social media and it is time to
start using a mix of possibilities of both.

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The Combination of TV and Social Media
As described before, there are some very interesting new technologies rising, which
leaves us with countless possibilities. Mass media communication does not have to be a
one way street anymore. As Lister et al. (2009: p 221) described, the Internet has
become fundamental to media nowadays. One example of this is the participatory
opportunities audiences have these days. The rise in popularity of numerous social
networks is noticeable on a world-wide scale. People not only communicate with others
via the Internet, they also present themselves and transmit information. This
demonstrates audiences are not passive anymore. Or as Benkler (2006) describes: „The
emergence of a new information environment, one in which individuals are free to take a
more active role than was possible in the industrial information economy of the twentieth
century.‟ Moreover, with the help of internet and web 2.0 we can not only consume
media products but also produce them ourselves. Thus we are not only consumers, but
so called „prosumers‟ (Bloem, Van Doorn, & Duivestein, 2008, p. 15). Many of the
„production‟ done on the internet has to do with some other media content. For example
Youtube where people can react on posted videos, Hyves where people can post or link
to their favorite content or Twitter where people often discuss the content they have
seen, heard or read. This is why people often go on the internet to get their bearings
before they buy or go see certain media. It could be a real opportunity for professional
mass media content producers, such as producers of television programs, to use this
interactive critique on media content. It is a possible marketing instrument with which
professional media content creators can influence the opinions of people. For example,
TV producers can use a channel on Youtube where they can post ´behind the scene´
material, bloopers and/or promo‟s to create awareness of their programs and create
positive opinions in the mind of potential viewers. And not only the computer has to be a
target of this content. Also the fast growing mobile market has to be targeted. This will
be elaborate of course as a possibility in further work.

But this is not the only way these „new‟ media can be useful for professional content
producers. As I have mentioned before, interactivity is a key aspect of new media such
as interactive TV and social media. In other countries, TV-networks have started
experimenting to mingle Internet, social media in particular, with TV-programs. Fox
started with broadcasting “Tweet-peats” (Callari, 2009), which is showing live tweets
during an episode of a soap-opera. Also BBC-viewers were given the opportunity on its
microsite to select what character they want out of the show at the end of each episode.
Furthermore, BBC‟s Strictly Come Dancing series gained more interaction with its viewing
audience with the help of the “Strictly Social” (Callari) application. With posting „wow‟,

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„boo‟ or „gasp‟ on the program‟s website, their opinions will be modestly displayed in the
live broadcasting of the show. "As far as we're concerned now, social media is part of
what people do every day and social viewing is part of our wider strategy for
entertainment," says Jo Twist, BBC multi-platform commissioner. Despite, the complaints
on Fox‟s “tweet-peats” about its distraction from the actual TV-program, we can see that
social media is slowly melting with TV. This development evolves passive audiences into
participants.

It would of course be great if (interactive) television in the future will be integrated with
social media on one medium. In this way there does not have to be a transition from
audiences behind the computer and audiences behind the television. But I think a future
wherein (interactive) television is integrated with social media, will need some time. I
think this change is a gradual process, or as Croteau and Hoynes put it: “Change will be
evolutionary, not revolutionary” (Croteau & Hoynes, 2003, p. 322). New media are not
only defined by technological advances, they are defined by society as a whole, with
technological advances on the one hand and social psychology and economics on the
other hand. Radio for example was not made to listen passively, but as an improvement
or replacement of the telegraph. The combination of economic possibilities, controlling
rules by the government and audiences‟ acceptance of radio has selected how the new
technological possibilities of the radio were used. As Lister et al put it: “new media are
not born in a vacuum and, as media, would have no resources to draw upon if they were
not in touch and negotiating with the long traditions of process, purpose, and
signification that older media possess.” (Lister, Dovey, Giddings, Grant & Kelly, 2009, p
48) So we have to give the people time to integrate this way of life.

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The proposal
To conclude the theory I found concerning your question, there has to be a mix between
BNN‟s television-programs and social media. It is important that the bond between BNN
and their target group becomes better.

The idea I came up to is about the social networking site Hyves. I think it is a good idea
to change the way BNN uses Hyves at the moment. What I experienced is that BNN uses
Hyves mainly for polls about the TV-programs and sometimes your target group can give
their opinion. That is fine, but it can be better. To raise the interactivity between your
target group and BNN, there has to be a real input for them so that they can see that
you do something with their ideas. Like TMF does with the interactive program „Kijk dit
nou‟, where the audience can decide what they want to see in that program. This can be
realized in different ways: by calling, mailing or sending in an own (short) movie. This is
just an example of a very innovative manner of communicating with your target group.

So, with the Hyve-pages of BNN‟s programs, something like this is possible. My idea is
something like an innovation of Nike. They give their audience the possibility to design
their own shoes which they can buy. In BNN‟s case, it would be nice if the audience can
make a program where they can decide how this program has to continue. That can write
on this program as a director. In this way the audiences are really involved in the process
of making the programs. The audience is given an experience which they are right in the
middle of. And we should consider this as entertainment of the highest degree.

Further empirical research


To realize this idea, further empirical research is demanded. There are two things that
have to be sifted. First, there has to be thought of what kind of program this should be. A
research of the possibilities (and also within the budget of BNN) has to be done and
within the company, a brainstorm session should take place. A SWOT-analyses
(Strengths, Weaknesses, Opportunities, Threats) is a handy medium. And second, the
possibilities of Hyves have to be investigated. There can be existed some kind of options
that are very useful to help this idea. BNN has to know Hyves from front to back.

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Financial Proposal

Activity Costs

General costs (travelling costs, administration) € 1000,-

Further literature investigation € 400,-

Brainstorm sessions € 200,-

Marketing strategy € 1000,-

Analyzing the results € 900,-

Execute the online tools € 1200,-

Measure the effects of the strategy € 1500, -

Total costs € 6200,-

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Literature list

Webb, Richard C. 2005. Tele-visionaries: the people behind the invention of television.
John Wiley and sons.

Benkler, Y. 2006. The world of networks. How Social Production Transforms Markets and
Freedom. Yale University Press, New Haven and London.

TED, 2008. Peter Hirshberg on TV and the web.


http://www.ted.com/talks/lang/eng/peter_hirshberg_on_tv_and_the_web.html

Kruger, Lennard G. & Guerrero Peter F. 2002. Digital Television, an overview. Nova
Publishers.

Lafko, D. & Brake, D. 2009. The Social Media Bible: Tactics, Tools and Strategies for
Business Success. John Wiley and Sons, USA.

Shuen, A. 2008. Web 2.0: a strategy guide. O‟Reilly Media, USA.

Feldman, V. 2005. Leveraging Mobile Media: Cross-Media Strategy and Innovation Policy
for Mobile Media Communication. Heidelberg, Germany.

Callari, R. 2009. TV + Social Networking = Strictly Social. Inventorspot.


http://inventorspot.com/articles/tv_social_networking_strictly_social_35107

Lister, M. Dovey, J. Giddings, S. Grant, I. Kelly, K. 2009. New Media: a critical


introduction. Routledge.

Croteau, D. & Hoynes. 2003. Media Society. Industries, Images and Audiences. W. Pine
Forge Press

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Reflection
For the final assignment, I first didn‟t know exactly what to do. At first, it was a little bit
strange to see that 90% of the course you work with a group and than suddenly you
have to make the final assignment on your own (of course, I knew this already at the
begin of the course, but then you don‟t know how the course exactly will proceed).
Because of that, and in all honesty, the biggest part of my final assignment comes from
our blog (of course I tried to give it my own interpretation). The reason because of that,
is that we put a lot of time in searching information concerning the question of BNN and I
thought it is a pity if those information will not be used. Because we already did a lot of
research and we had a lot of ideas to solve the question. So maybe I had to dive again in
the material and had to come with other information, but that is the choice I made.

All in all I can say that I had a nice time with my group at the first place and I think I
made the best out of the assignment. I hope I understand the final assignment well and
that you can read it with pleasure. I was nice to investigate a world I normally do not
enter and it was fun the see the coming evolutions in technical world. That was the thing
I liked the most on this course, the world of the latest trends on technical area.

Thanks for this course!

Wouter van den Buuse

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