Participate TV

TVN Participate TV is the HbbTV service to increase engagement with live broadcast programming and to retain the audience.

It consists of "question & answer" interactions synchronized with current programming.

It has been welcomed in particular by young audience. And it is of strategic importance to DTT platform to appeal to commercial group."

Description

TVN is the leading commercial FTA DTT broadcaster in Poland, part of Discovery. The audience share is critical for its business. To secure this share, TVN has launched the Participate TV service, by means of HbbTV.
Participate TV is about question-answer interactions with the audience - simple polls. The polls are in synch with current programming. Its content is managed by dedicated editors. It is triggered with second-accuracy to ride the wave of emotions.
For example the question could be: "Laura - did she make a good choice?". The answers could be: "YES/NO". The audience votes by color buttons of RCU.

Having voted the user is presented with the actual voting result.

In this way the audience is loyalized to the programming.

For the ad breaks there is a multiple question quiz akin to "who wants to be a millioner". In the quiz mode the broadcasting runs in the background with audio on.

Another use of Participate TV is to gain the knowledge about preferences of the audience. This instant and cost effective panel allows for better programming which improves the engagement even further, paying back in the audience share.

Impact

To measure the impact of Participate TV on the audience two reporting solutions are being used: Google Analytics for general orientation and Gemius for precise understanding of UX.

Participate TV has been impactful in particular on young audience. It strengthens the broadcaster within the commercial group.

In terms of numbers, it has attracted over 200k users.