GLOBAL- NOVEMBER – Last week, two announcements plotted developments in television-tech innovations, showing how Twitter and 3D are fast becoming part of the TV viewing experience.
Tech Crunch summarized the Robin Sloan of Twitter’s talk at the NewTeeVee conference, which started with his declaration that a significant number of the 90 million tweets sent per day are TV-related. While Sloan did not give figures, he revealed that TV prime time is also peak time for Twitter.
Sloan outlined three implications for viewers and networks, all related to Twitter integration: synchronous show tweeting, social viewing new kinds of content. These ultimately change the consumption of content, not just supplement it.
ESPN Research + Analytics unveiled the results of its 3D TV study, perhaps the most comprehensive one to date, conducted over more than 1,000 testing sessions and 2,700 lab hours during the network’s 2010 FIFA World Cup. The findings reveal that fans are enjoying 3D over HD. comfortable with the medium and even enjoy it more than programming in HD.
The experimental design involved the use of perception analyzers, eye gaze and electrodermal activity. Factors included in the research were advertising impact, production issues, overall viewing enjoyment, fatigue and novelty effects, and technology differences, processed through more than 700 measures.
The research supports previous results showing that fans have a higher level of enjoyment when viewing 3D.
Key findings include:
- 3D TV ads can be more effective than 2D, with higher cued recall, purchase intent and ad liking
- A higher level of viewer enjoyment, engagement and presence
- No major differences between passive and active 3D TV sets
- Participants adjusted to 3D over time under normal use.
Testing was conducted by Professor Duane Varan, Executive Director and Chief Research Officer of the Disney Media & Advertising Lab, and his staff. Varan is the Executive Director of the Interactive Television Research Institute and holds the inaugural chair in New Media at Murdoch University in Perth, Australia.
Illustration: Robert Couse-Baker @ Flickr
