Tellyo, a Finnish technology startup, has launched its new Share the Moment service. Broadcasters can offer the service through their TV shows’ Facebook pages to enable viewers to take video clips of their favorite TV moments and to share them instantly with their friends. Tellyo’s user-selected video clips amplify TV audiences’ engagement and bring new viewers for the TV shows.

Often TV viewers have a need to share and comment on what they have seen and experienced on TV. It is far more appealing to talk about what you have just seen on TV, when you can link a video clip of your favorite moment in a TV show, the best football goal or preferred Idols singer’s performance to your Facebook page or tweet. The most popular TV shows’ Facebook pages have millions of fans, who are commenting on the shows’ content in social media. These fan pages’ user base is much larger than of those second screen apps that broadcasters have offered for their viewers. This is the reason for Tellyo delivering its Share the Moment service also directly through TV programs’ Facebook fan pages. By leveraging on this already existing TV shows’ large and active fan group on Facebook, Share the Moment service’s user-generated video clips clearly activate viewers during and after the primetime of TV shows and increase their views, likes, shares and comments. Although the amount of tweets can be high during the primetime and it may indicate viewers’ engagement and interests during a TV show, textual commenting on Twitter may not be enough to engage viewers to talk about the popular shows afterwards.

The broadcasters worldwide are convinced of the value and synergy that social media brings to the television industry. TV shows’ success is measured today by the viewers’ activity in social media. Facebook is argued to have better social TV data and it is developing own metrics to challenge Twitter. While Facebook is creating a new set of products and solutions to monetize its users’ activity in social television, Tellyo’s new Share the Moment service merges Facebook pages with television. In addition, Tellyo’s instant playback technology can be easily integrated with second screen applications.

“We wanted to create a new service that will enhance social television and enable viewers to add real context to their comments on TV shows by sharing video highlights instantly to Facebook and Twitter. Share the Moment service is easy for viewers to use, because it does not require installing any new software and it can be used directly through TV show’s Facebook or Internet pages. Equally important is that broadcasters can easily add our new service to their own Facebook pages without technical knowledge. In the near future, Tellyo will continue to innovate new exciting ways to share TV moments beyond the video clips and to extend TV’s offering for advertisers, who also want to benefit from social media’s reach and interactivity”, explains Tellyo’s CEO and Co-Founder Kimmo Koivisto.

Currently Tellyo has partnered with the visionary Finnish broadcaster MTV to provide their new Share the Moment service for the most popular TV show in Finland called ‘Comedy Combat’, which gathers 1,3 million weekly viewers. Share the Moment has immediately become very popular service and during the first three episodes of the Comedy Combat show, Tellyo’s, shared moments have already got over 140 000 views and over 32 500 likes in Facebook. In the context of Finland, where population’s size is only 5,4 million people, these figures are very high. Indeed, these Facebook likes account for 15 percent of the Comedy Combat show’s Facebook fans and twice the amount of tweets sent.

Mari Rasimus, Executive Producer of Second Screen, Social TV and Online Interaction at MTV tells: “We want to ensure that we continuously offer our viewers innovative ways to participate in our TV shows and provide them new experiences. These great results show us that it has been worthwhile to believe in the success of Share the Moment service. We see a lot of potential and commercial opportunities in this Tellyo’s innovation.”

Jan Starzak

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