Mediaset taps Applicaster to surf Spain's social TV wave

DetailsJuan Fernandez Gonzalez | 28 December 2014

Mediaset is trying out new social TV formulas with the Spanish versions of Survivors and Big Brother, using Applicaster tools and apps.

By using Applicaster's in-studio integration, the audience got to be part of the set and the show, and an important part of the plot of both shows.

Through Mediaset's Mitele TV app, viewers followed their favourite contestants and during the week got daily summaries, pictures and exclusive content. The live primetime programme took place in the studio once a week, during which viewers cast their votes for their favourite contestant.

Voting, in-context and poll questions and other broadcaster second screen activities were accessible via the primetime social feed. Applicaster's second screen feed also offered an aggregated timeline of show-associated broadcaster activities combined with social elements, such as viewer Facebook comments, photos, tweets, replies and more.

After the viewers cast their votes, the voting data was delivered back to the studio, triggering the LED display on the live set, including a moderation tool that kept inappropriate content out of the show.

As a result, new incentives for viewers and excitement around the shows have been created, participation and engagement with the show has increased and viewers have been given intuitive ways in which to interact with programmes and share their experiences with their friends.

According to a recent Brain Juicer report, Spain is experiencing a boom in social TV activities and second screen consumption, driven by an audience that loves smart devices: indeed over four-fifths of Spaniards own a smartphone. Three-quarters of Twitter subs are using the platform while watching TV, 24% prefer a computer and 12% a tablet. And almost every day there is a national trending topic related to TV.