INSIGHT
“The ‘screen’ and whatever device it sits within is just the delivery channel – it’s now
all about the content. That’s why Twitch is so popular - it’s a content destination.”
broadcasts live on Channel 4. The show
uses an omni-channel approach to social
networking sites such as Facebook and
Twitter to find contestants, and also to
promote the show. Viewers of the live
show are encouraged to play along online
at the same time with statistics on their
performance appearing on screen during
the broadcast and being read out by the
show’s presenter, Davina McCall.
There are many challenges for a truly
omni-channel approach for social TV.
Ultimately the common threads around
multi-screening, primary screen, second
screen, platforms, devices, etc. are
important. Likewise to understand the
behaviour and consumption paths. But the
‘screen’ and whatever device it sits within
is just the delivery channel – it’s now all
about the content. That’s why Twitch is so
popular - it’s a content destination.
TV shouldn’t therefore be thought of as a
screen just to advertise around; it’s content.
Those ‘other’ screens are used to watch
more content, sometimes at work and
regularly on tablets and at different times
of the day.
Content therefore is most definitely still
‘king’, and in the end, those in iGaming
that win out shall be those that look at the
supply chain and the customer insights
t