2 Screen Technology
Founded in 2003, Simon Brickle and Tom McDonnell originally worked on the BBC’s Test the Nation. For the first time, data was collected from viewers at home in real time and people could play along with the quiz. Monterosa have been pioneers in 2-Screen ever since.
We spoke to Tom McDonnell about Monterosa’s recent successes and what the future holds for Broadcast and the internet......
You’ve just won the BAFTA for Digital Creativity, for your work on Million Pound Drop. What did you do for the show and what does it mean to win it?
Initially it was very much a collaborative effort between Endemol, Channel 4, ourselves a with Pancentric who helped built the first version of the front-end. We’ve built up quite a rich set of examples and experience alongside a variety of TV shows and we bring creativity and practical implementation experience to the table. Our 2-Screen technology platform underpins the realtime, social and in-studio control elements and our producers see the project from inception to TX. As a part of the show, the 2-Screen play-along element enhances the experience for those that play it, and it heightens the sense of event for the non-playing audience. It stimulates social media noise which broadens the reach of the show dramatically beyond its normal audience.
See it in action
Million Pound Drop Live from Monterosa London on Vimeo.
Tell us what you do and who you do it for?
We work alongside broadcasters, production companies and brands to create 2-Screen TV. It’s a blend of creative and technological services that enhances the TV experience and generate creative and commercial value.
How did you start out as an individual and as a company?
Simon Brickle and I worked together on a project at the BBC and we left shortly afterwards to setup Monterosa. I was a casual games developer but started out in games and post-production animation.
What data is revealed about viewing habits from 2-Screen?
We aren’t doing any surreptitious tracking or targeting. But we do know that 2-Screen users are more loyal to a show than others, they’re advocates and are more willing to shout about it, they enjoy the experience (when it’s done right!), and they have a higher-than-average no. of friends on Facebook. They’re an influential bunch and they pay attention.
Can you pinpoint your potential market by viewing habit?
Often we ask the audience to tell us about themselves because we like to tell stories on-screen such as “Men in the north are trumping their female northerners”. We’re being careful to ensure that this data is for editorial purposes at the moment, but we are looking at the best ways to provide useful cross-promotion and personalisation based on opt-in data in future.
How many people watch TV in this way in the UK & what’s the comparison with other territories?
There are two distinct differences to bear in mind. There are people who sometimes use their device (phone/computer/tablet) while watching TV. This is a rising trend , but at any one moment the proportion varies considerably between demographic segments.
Then there are people who will respond to a specific call to action from the TV show and get involved directly with that show. This has much broader appeal. Million Pound Drop or New Look Style The Nation are two examples of this. Other examples might be when a show says “Tweet us” and people change what they’re doing to engage.
I can’t reveal the latest metrics for current shows, but in general we’re now seeing up to 12% of the TV audience engaging during the show in this way on a good day.
TV uses the system effectively, can you see yourself working on commercials and feature films?
Yes to both, with entirely different creative approaches. The traditional approach to TV advertising can be highly effective for brand objectives but direct response it’s much less effective. Before the end of the year we’ll be announcing a new offering which combines the two.
Monterosa won the BAFTA Digital Creativity 2011 Award (see the award being announced here) and a Broadcast Digital Award for The Million Pound Drop. They are just one of the companies who have a full membership to thecallsheet.co.uk
Members can see their profile here. Non members can apply to join here.
The Million Pound Drop returns at 9pm on Friday September 2nd on Channel 4.