IQ Polls for TV

Posted on 2016/12/01

 

For many years, television broadcasters have worked hard to find ways to interact with viewers. In a traditional broadcasting model, the programmes are broadcast and the main source of data for the TV stations is viewer ratings which is provided via BARB. However, in terms of engaging with the viewer, this was limited to the likes of phone in voting and more recently interactivity via the web and mobile apps.

When video on demand (VOD) services came along this improved things greatly for the broadcasters in terms of the data they could now access. They could insist on individuals signing up and providing personal data in order to watch content. They could then track what programmes people watched. This allowed them to build a rich picture at an individual level, of the person’s sex, age, location, and what sort of TV they liked. The clever marketer could now do two things. Firstly they could target individuals with real time content based on what they had watched previously, and also market to them broadcasts on linear TV, with the hope of improving ratings. Furthermore they could now sell advertising space at an incredibly granular level and serve ads only to those groups.

However, VOD does little to encourage active participation from viewers. In fact the techniques usually coerce the viewer to provide personal data so that they can view content, and as a condition of viewing they agree for the data they have shared to be utilised so that they can be served with ads. Not all viewers appreciate this form of marketing, and in fact my suspicion is that this will only become more pervasive. However, what if you could engage viewers in a proactive and fun way where they have full control over their participation?

With IQ Polls, viewer polling could take place during either live/linear TV or indeed during video on demand. It would increase the level of interactivity between the view and the broadcaster, and encourage the sharing of information and/or participation in a proactive way. For example, quiz shows could use IQ Polls to encourage viewers to play along in real time, generating higher viewership. Alternatively, shows such as The X Factor or Strictly Come Dancing could use IQ Polls to allow viewers to vote on their preferred acts.

The great thing about IQ Polls is that is that no specific hardware is required, so people can use their mobile phone, laptop, or tablet to participate. As IQ Polls is so flexible and scalable it can cater to the many different use cases that could be demanded for both linear and VOD transmission and by different sorts of programmes.