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#GEN2012 – Dos and don’ts of connected TV strategy for publishers

June 1st, 2012 | No Comments | Posted by in Broadcasting, Multimedia

Image by por brylle on Arte & Fotografia. Some rights reserved.

The connected TV audience “wants to be multitasked”, editors were told at the News World Summit in Paris today, as part of a session looking at four screen (and more) strategy.

Users do “not want to wait 12 hours” to discuss programming “at the water cooler”, head of digital strategy at France Televisions Bruno Patino said. Instead they want to do it “live on social networks”.

Patino called it “the social couch”, a “very rich and augmented TV experience.” which enables users to share their experience and not be “limited by same place or same time”.

So what should broadcasters be offering these audiences? Patino shared a list of dos and don’ts with delegates:


  • Don’t try to maintain the system closed – you won’t be master of the TV set anymore
  • Don’t try to limit the user experience
  • Don’t believe your content will rule the users’ experience


  • Always distribute – wherever you can. A new path is a new chance for your programme to be seen, don’t think exclusivity, think ubiquity
  • Engage the audience at every level including creation
  • Be xenophilic
  • Be pragmatic
  • Try, experiment
  • Talk about the whole universe
  • Try gamification
  • Promote connections
  • Test technologies
  • Put the user at the centre

Also speaking on the topic of four screen strategy, the BBC’s general manager of news and knowledge Phil Fearnley shared his own recommendations:

  • Work on standard and scalable solutions
  • Consider apps and browsers, not apps v browser
  • Simple design – quality content
  • The importance of live

At the BBC, he added, the importance of live is the “absolute focus”, as opposed to “trying to deliver all functionality” possible. That is “not going to work”, he said.

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#Tip of the day from – steps for building a mobile strategy

On the Knight Digital Media Center Amy Gahran has produced a helpful 10-stage mobile strategy aimed at community publishers. Pointers include immersing yourself as a publisher in your own mobile, keep mobile in mind when producing content and thinking about layout and not underestimating SMS engagement, e.g. text polls.

See the full strategy guide here.

Tipster: Rachel McAthy

If you have a tip you would like to submit to us at email us using this link– we will pay a fiver for the best ones published.

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April 13th, 2011 | No Comments | Posted by in Top tips for journalists

Interested in developing a social media strategy for a news organisation, or just keen to brush up on your use of social media as a journalist? There are plenty of resources and topical blog entries to be found in in this links post on the news:rewired website. Tipster: Rachel McAthy.

To submit a tip to, use this link – we will pay a fiver for the best ones published.

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