New | An Innovative Service Method Used to Facilitate Industry Transformation without Changing the Original Media Content and Production and Broadcasting Schedules
Impact | A Composite Analysis of Two Heterogeneous Types of Data Used to Rapidly Upgrade the Service Industry Chain
Key | Three Key Patented Technologies that have Won International Recognition
Evidence | A Channel User Coverage Rate of 40% and Sustainable Services Indicated by Firms to Drive Industry Diffusion
With the application of “multiple screens and one cloud” becoming increasingly popular, the development of smart network TVs has evolved into a mainstream trend in smart homes. The pervasiveness of handheld devices such as mobile phones and tablet computers as well as the rise of various apps signify that the time of omnipresent, high-efficiency video-based interactive platforms has come. A Major Driver of Traditional Media Industry Transformation
The development of digital media and the emergence of multiple screens have presented considerable challenges to the traditional media industry. Therefore, the traditional media industry must quickly identify ways to utilize new media forms.
To help the traditional media industry innovate and transform, the Institute for Information Industry has combined the 2TVNow Video-based Interactive Platform with the PattenFind New Media Ratings Analysis, enabling media firms to quickly provide new media services (via these platforms and modules) without having to change their original production and broadcasting schedules. This reduces show development time by 70%, allows new media to be introduced, increases revenue, creates a bond between TVs and viewers, facilitates diversified interactions, allows new TV ratings mechanisms to be built, and forms business cooperation models. Key Technologies that Captivate Viewers
The biggest challenge in the use of second screens is identifying ways that allow viewers to interact with the content shown on TVs. The automatic content recognition (ACR) technology for the 2TVNow Video-based Interactive Platform was developed by the R&D team at the Institute For Information Industry. The ACR function allows end devices to identify the TV program being played on the first screen and supplement and interact with the TV program by showing it on the second screen. When viewers “check in” during a TV program, the ACR identifies the TV program (as well as the channel on which it is played) within five seconds before it is combined with second-screen service technologies, allowing viewers to interact with the TV program such as casting their votes and solving riddles.
By integrating and applying technologies, 2TVNow Video-based Interactive Platform allows TV stations as well as commercial and system service providers to provide customized and exclusive second screen services, improving TV ratings by approximately 40% and successfully attracting viewers.
The 2TVNow technologies have already been used in actual TV production and broadcasting procedures to create interactive experiences for viewers. They have been introduced to 34 TV channels, posting a service coverage rate of approximately 40%. TV programs in which the said technologies were used include the awards ceremony for the 26th Golden Melody Awards, TTV News, On TV (on CTV), Timely.tv, and the awards ceremonies for the 49th and 50th Golden Bell Awards. This technology was nominated by the R&D100 Award (in the U.S.A.) and came in second place at the Taipei Int’l Invention Show & Technomart. Enhancing Commercial Effectiveness and Developing New Media Service Models
To help commercial firms gain knowledge about their target viewers (who use mobile phones) as well as learn about the effectiveness of commercials shown on the said devices, the Institute for Information Industry and Nielsen worked together to develop a big data storage and management engine (called “PattenFind”) that allows users to examine consumers’ reading and listening behavior. The said device, built by collecting numerous online commercial viewer data from computers and mobile phones, helps firms effectively assess the effectiveness of their online commercials on multiple screens.
By using PattenFind, the new media industry can successfully collect, filter, save, and analyze consumers’ reading and listening data out of all the types of reading and listening data available, allowing the effectiveness of commercials to be accurately evaluated within a short period of time. Adjustments can subsequently be made to commercials to elevate their effectiveness. Next, mining analyses are used to determine the usage behavior of different users to provide commercial firms with the information needed to make commercial broadcasting-related decisions.
By combining the 2TVNow Video-based Interactive Platform with the PattenFind New Media Ratings Analysis, traditional media firms can quickly provide second screen-based interactive services, effectively analyze TV-viewer interactions, and offer new media services.