Twitter Dominating Live TV Because Social TV Needs Improved Focus?
By emeadows
October 10, 2012
October 10, 2012
- Somrat Niyogi, CEO of Miso, writes via TechCrunch that “Twitter currently dominates live TV because it enables these ‘come-in come-out’ experiences that are light, delightful and informative. But ultimately, Twitter is also dominating because of the mistakes we are making in the social TV industry.”
- Niyogi believes the fundamental issue is in the industry’s approach to consumers. “Right now, second screen apps are saying, ‘Here are other ways you can use your smartphone while you watch TV!’ But is anybody really asking, ‘What do people really want to do when they watch TV?'”
- “Companies should pick a single value prop and deliver it really well. This is why Instagram has 100 million users and no second screen app has climbed to 1 million users organically,” writes Niyogi.
- “Let me emphasize this again: the key is to do one thing and do it right. As Matt Cohler wrote recently, there are winners in the mobile space and patterns are emerging: ‘Great mobile apps act like push-button remote controls for real life,’” he writes.
- Niyogi highlights successful ‘single purpose apps’ like Instagram, Yelp and Pulse.
- He ends his article with this question: “Now, I encourage everyone to ask themselves: is there a habitual, single thought experience that people want to use everyday that I can deliver in a magical, simple way?”
- His answer? “I believe there is. But, only time will tell and there is more work that needs to be done. Most of all, I believe that TV and the experiences around it will only continue to get better and better… as long as we get on the right track.”
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