TF1 Connect

Today’s idea worth spreading is TF1 Connect, an innovation developed by TF1, the leading private TV broadcaster in France, which aims at creating a new TV experience on the second screen and at helping viewers “watch TV differently”. This feature which was recently added to the MYTF1 application for tablets and smartphones (already downloaded 4,000,000 times) seeks to enhance the audience’s TV experience and engagement on all screens.

The concept

This February, TF1 added the Connect feature to its MYTF1 platform, which brings the ultimate second-screen experience to viewers in France. They can now share video clips on Facebook, follow Twitter feeds and conversations, or participate in game contests, all via surfing from a tablet while simultaneously watching TV.

The TF1 Connect feature was launched with the first episode of the second season of The Voice. Besides being able to watch live or time-shifted with the Replay tool (already embedded in the MYTF1 app), the Instant Replay tool accessible via the "Connect" tab will allow viewers to choose video clips of content that has just been broadcast and to share them on social networks.

The Connect feature is also used for dedicated game-contests in the framework of the The Voice format called le 5ème Coach (the 5th Coach): questions synchronised with the show allow viewers to gain points and possibly to win iPads. Technically TF1 has embedded sound signals in the show that allow the questions to appear on the tablet while simultaneously watching TV.

The first advertising opportunities around The Voice were sold to Hasbro for the 5ème Coach game-contest and to Sodastream for the Instant Replay tool.

TF1 further informed us that during the third broadcast of The Voice, they reached 1.2 million tweets – that is more tweets than were sent for the entire first season!

Soon the news and football matches will be connected too with dedicated features for example, the Predictor, a feature that allows viewers to guess where a footballer will shoot a penalty.

In addition to the Instant Replay feature, viewers can also access bonus videos and social chats without leaving the screen. In a single click they can answer messages, follow and chat with other viewers, hosts and celebrities who are live-tweeting a show.

In 2011 TF1 had already enhanced its digital platform with the Tweet Replay feature allowing viewers to catch up a show with all tweets posted live at the time. This tool was acknowledged by the senior management of Twitter as a world first. Twitter was particularly happy with this partnership.

Why does this matter for egta members?

As the penetration of tablets & smartphones explodes, the use of these devices while watching television deeply disrupts TV consumption. It has become vital that broadcasters adapt to viewers and move from regular exposure to engagement with programmes and channels. VOD, catch-up and social interactions represent incremental value for TV channels, and positioning themselves to monetise effectively the interactions taking place on such platforms will be a challenge for egta members in the months to come.

MYTF1 in figures in 2012:

» 1.3 billion videos watched

» a community of 15 million ‘fans’ and social activity generated 13 million tweets

» 15 million hours spent by viewers watching videos each month

» MYTF1 won 2 Social Media Awards:

• best digital footprint for a TV station
• Nikos Alliagas (TF1 show host) won the digital celebrity of the year prize

» eight TF1 shows are in the top 10 of the most tweeted about shows of 2012

» 4.5 million MYTF1 apps have been downloaded (available on iOS and Android)

» 38% share of voice for TF1 on Twitter