Archive for November, 2012

ACB’s progress with Phase 6 of the 1-3-9 Media Lab

Friday, November 16th, 2012

ACB are now in the field for the sixth phase of the 1-3-9 Media Lab, following on from a study on audience behaviour during the London 2012 Olympics that has now been completed and delivered to members.
The rationale behind Phase 6 is driven by a need for grounded research into audience behaviour during emotional peaks of engagement driven by high-urgency TV viewing. ACB attended the TV Of Tomorrow Show in San Francisco in June this year, where there was a lively debate around the conditions that are required to drive engagement and interactivity during TV viewing. There is an appetite within the industry to understand what it takes to drive audience engagement and participation in a reliable way. ACB has designed Phase 6 to provide a grounded and realistic comparison between audience behaviour during event TV viewing and during regular TV viewing.
Now that we have observed how our participants interacted with TV content during the Olympics, we are currently in the process of analysing their behaviour during regular TV viewing to provide a comparison. As has always been the case throughout the phases of the 1-3-9 Media Lab, the early-majority sample has been hot-housed with the latest technology, including 2012 Smart TVs, a variety of tablets and smart phones and relevant apps.
We’re already starting to see some extremely interesting behaviour around the technology and are expecting this to develop of the course of our capture period, which we are due to complete in mid-December. From then onwards, ACB will be busy finalising the analysis of the project to provide an in-depth and future focused comparison, looking at how the technology is succeeding or failing to enhance the viewing experience. In March 2013, these findings will be delivered to members, who will gain a deeper understanding of how and why participants interact with TV content, and how the insights from the Olympics research can be leveraged to drive interactivity and engagement during regular TV viewing.