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Posts Tagged ‘Whisper’

Does Whisper Have a Place in the Social TV Sphere?

whisperIn May, we wrote about how NBC, Universal Studios, and Hulu have begun to use the anonymous confession app Whisper for social integrations. Now – in what is maybe the most appropriate social TV program with the app – Season 5 of VH1‘s ‘Couples Therapy,’ which premiered last night, will team up with Whisper to ask their users about relationship issues they’ve experienced.

Dr. Jenn (the show’s host and lead therapist) will then take the top responses each week and give her advice in a companion web series that will run on VH1.com and on her Sirius Satellite Radio show. Throughout the season fan Whisper’s and Dr. Jenn’ videos will be featured throughout VH1 channels and even on air during episodes 6 through 10 of ‘Couples Therapy.’

More networks will likely turn to the rising social app – which skews heavily towards the teen demographic. Still, it is interesting to consider whether something anonymous has a place in the social TV sphere. For more on this, and why VH1 turned to Whisper for ‘Couples Therapy, we spoke with VP of Digital and Social Engagement for VH1, Tom Chirico:

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TV Everywhere is Making Authenticated Content Easier to Access

TV EverywhereTV Everywhere is the technological ability to watch whatever you want, whenever, however you want it (from your phone, tablet, laptop, etc.). It’s included as part of your cable subscription service, so it comes at no extra charge to you. The best part is that it is easy. The TV Everywhere site (http://www.youcouldbewatching.tv/) by CTAM (Cable and Telecommunications Association for Marketing) will guide you through the log-in and authentication process online and direct you to the individual cable and networks apps so that you can start watching TV everywhere.

5 Social TV Stories You May Have Missed

Social-TVFrom NBC using Whisper to promote ‘Rosemary’s Baby’ to E! launching an ‘Instagram Wall’ to track top celebrity accounts there were many major social TV stories this week.

Here are five that you may have missed:

- A YouGov poll found that 27% of TV viewers in the UK use social media while watching.

Takeaway: More studies appear to be concluding that while the majority of TV viewers are distracted, only between 20 and 30 percent of these viewers are using social media while watching. The most recent Deloitte Digital Democracy Survey, which tracked U.S. consumers, found that 22 percent of multitasking activities related to the shows being watched. Social TV companies have a lot of work to do to capture the attention of distracted viewers.

- Colin Hornett, Executive Producer of iPowow, distinguishes between social TV companies and participation TV companies in a piece for The Social Media Monthly: “We’re not social TV. It’s inherently social because you end up sharing things, but iPowow is Participation TV. This also isn’t a fad. Smart devices are only becoming more prevalent, so you need to be able to engage your audience and have them participate. 85% of people watching TV have some type of device in their hand, so why not give them something fun and engaging to do? This is really about engaging the fans in the story in the most entertaining, fun, simple way possible, and we’re having a blast doing it.”

Takeaway: We’ve written about participation TV companies like iPowow, Applicaster, and Wayin. As we just wrote above, it is becoming more difficult to capture the attention of TV audiences, but participation TV and connected TV app companies are finding innovative ways to help keep viewers engaged. Participation TV is particularly appealing to sports and award show content producers and advertisers.

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How NBC is Using Whisper to Promote ‘Rosemary’s Baby’

whisperMichael Heyward is #10 on Fast Company’s list of the ‘100 Most Creative People in Business 2014.’ Heyward is the Founder and CEO of Whisper, an app and website that allows users to write a short message on top of a selected image, which can then be shared anonymously. The messages are essentially easy-to-create memes, but the messages are subjective and personal, and users can receive feedback – also anonymous – on their notes.

According to Fast Company, Whisper has “millions of users each averaging 30 minutes a day on the platform, ­fluttering through a whopping 3.5 billion page views per month.”

Whisper has largely remained untouched by brands, but in March, Digiday reported on two initiatives by Universal Studios and Hulu on the platform:

Universal Studios used Whisper to market the Valentine’s Day release of its film “Endless Love” and streaming video platform Hulu is currently using it to market its forthcoming original series “Deadbeat.” Surprisingly, the ads haven’t elicited a backlash among Whisper users, Whisper’s svp of business development Michael Downey said.

This week, NBC has been using Whisper to promote ‘Rosemary’s Baby,’ the two-part mini-series which premiered Sunday night and which concludes tonight at 9pm EST. NBC will post a total of 10 photos (three of which are being released exclusively on Whisper) on the platform telling Rosemary Woodhouse’s story from her point of view. NBC then plans on sharing the content posted to Whisper across its other social channels. Read more