In a white paper on the trends and opportunities in participation TV (P-TV) services, MIG believes that it has uncovered key technological and behavioural insights in to the entire P-TV value chain.
These include the finding that mobile will become the main vehicle for interaction between viewer and broadcaster, with 40% of mobile users saying that they are most likely to be multi-tasking using their phone while watching the TV.
MIG adds that smartphone adoption will drive TV and mobile multi-tasking in UK and US, creating a more engaged audience, and significantly increasing programme interaction.
Perhaps rather more significantly, it predicts that Facebook will drive a shift in interactive audience behaviour away from phone calls and text with these channels becoming peripheral in the long term. MIG says that interactive events via Facebook are expected to generate $51.7 million (£32.04 million) in the UK by 2012 and $2.9 billion globally by 2016.
Commented Barry Houlihan, CEO, Mobile Interactive Group: “Social participation TV is a huge opportunity for MIG and our broadcast partners, with mobile featuring as the key enabler and engagement tool. The mobile device is ingrained in our daily lives, and is rapidly becoming a core component in the ability to create an interaction between the viewer and the TV. As a medium, TV continues to be the biggest and best in terms of attracting a large audience; and mass P-TV shows like Big Brother remain the cornerstone for broadcasters in terms of interaction and entertainment, whilst also opening new revenue channels.”