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Rome. The ecosystem of TV shows and their second screen apps is increasing exponentially day by day. There are many apps on the market with different commercial models, and broadcasters face a big dilemma when launching a new TV show app :

 

 

 

MULTI-PURPOSE APP VS. COMPANION APP

  • Multi-purpose second screen app. It is an ‘umbrella‘ app that contains info and interactive features related to multiple TV shows. It is typically named after the broadcaster.
  • Companion app. It is an app that is linked to a given TV show or TV service, and typically has the same name as the TV show.
Q: IS THE MULTI-PURPOSE APP THE BEST MODEL FOR BROADCASTERS?

The broadcaster’s answer would be “YES, it is”, but users probably would disagree. It is not a hard task to see what apps users prefer. They like to use very simple apps, usually for a very short period of time and no more than a few minutes. They love to interact with their special TV show and have fun.

Mediaset, one of the main Italian broadcasters, launched the app “Mediaset Connect”, a multi-purpose ‘umbrella’ app with a TV guide and multiple TV shows info. Even though the app is excellent, the customer retention is dramatically low. Users prefer to use other applications to comment the shows, such as messaging or through social networks.

PRO AND CONS OF BOTH MODELS

Multi Purpose App Pro

  • Broadcaster brand and identity
  • Low Users Acquisition Cost. Existing app users can be switched easily to a new TV show with a low acquisition cost.

Multi Purpose App Cons

  • Usually hard to use app, with a deep menu and a lot of features and info.
  • High costs to develop and maintain. It is quite complex to manage completely different TV shows and keep a solid user experience.
  • Ad banner targeting is more complex. Users belonging to different segments can use the same app.
  • Conflicts may arise with different Ad sponsors appearing in the same app.

Companion App Pro

  • Very easy to use. The app is focused on the Show.
  • App Store Optimization (ASO) Advantage. The keywords related to the show are very popular.
  • Ad banner spaces can be targeted per show audience. The target is well defined and therefore easier to sell Ad spaces.

Companion App Cons

  • The branding and identity is not related to the broadcaster, but to the TV show.
  • Higher Users Acquisition Cost. Existing app users can be switched to a new TV show with cross selling method.
Q: WHAT ARE THE KEY FACTORS OF A SUCCESSFUL TV SHOW APP

Key factors to promote and market TV apps are the same of those for games or news, with a right mix of social communication, depending on the show category. It is important to highly customize the user experience in order to give the audience the feeling of the show. Simplicity and aesthetics are crucial. Discovery Italia decided to use the Parterre platform for their talent show “Amici di Maria De Filippi” broadcasted by Real Time TV. In this talent show twenty students aspire to become singers, jazz, hip-hop or classical dancers. The show has an AMA of about 350K viewers and it is aired during lunch time. The app is a Companion app dedicated to the show Amici.
Three weeks after the first live show, the number of votes gathered by the application surpassed 4.5 million with more than 60K active users, 1.4 million ADV Impressions/week, with a remarkably high participation rate of more than 52 votes per user per day.

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