Corus Entertainment exceeds conventional TV ratings with social media interaction using the Vizrt Social TV solution
Corus increased viewership 700%, from 100,000 to 712,000 per minute, exceeding conventional TV ratings.
On December 1, 2012 Corus Entertainment, one of Canada’s most successful integrated media and entertainment companies broadcasted an 8 hour marathon of iCarly leading towards its season finale on YTV, a leading entertainment channel for kids.
The network's key objective was to drive viewership to the iCarly big finale, for this they planned an 8 hour marathon event and wanted to leverage the reach of social media.
During the planning stages, Corus Entertainment needed to find a tool that allowed them to overcome some key challenges; they wanted a solution that allowed them to harvest relevant social media interactions with the possibility to curate, moderate and display this content on-air. All of this without the need of additional hardware or changes on their broadcast infrastructure. In addition, because of limited resources, it needed to be flexible yet simple to use and setup.
Producers at Corus Entertainment were able to monitor Tweets coming in using the feed moderation tool that is part of the Vizrt Social TV solution. The Tweets were screened for content then pushed to a template in the Viz Multichannel carousel to be displayed on-air.
Throughout the entire broadcast iCarly fans had the opportunity to Tweet their most memorableiCarly moments by using the hashtag #iMemories. During the 8 hour broadcast Corus Entertainment, with the help of the Vizrt Social TV solution, was able to harvest and moderate all this social interaction to display them on-air. iCarly fans where so excited to see their tweets on-air they went as far as taking pictures of the television screen and posting it back on Twitter and Instagram. The hashtag trended number 1 in Canada throughout the entire iCarly marathon, having more than 16,000 mentions on Twitter and bringing a 15% increase in followers for the network. The success in ratings reached during the 8 hour marathon of iCarly and the series finale reached 712,000 viewers for the network was achieved with the help of the Vizrt Social TV solution. The ratings impact continued after the broadcast; it created a momentum that continued on Sunday, December 2 with Home Alone 2 bringing 350,000 viewers.
Since the success in iCarly, Corus has used the Vizrt Social TV solution in a series of events such as the movie premier of Step Up 2. For this event YTV used the hashtag #YTVGirlsNight to encourage viewer's interaction also achieving great results. Corus has used the Vizrt Social TV solution in other networks like CMT and Teletoon which also provided a spike in ratings and social interactions.
YTV and Corus Entertainment
YTV is owned by Corus Entertainment Inc., a Canadian-based media and entertainment company. Corus Entertainment Inc. is a Canadian-based media and entertainment company. Corus is a market leader in specialty television and radio with additional assets in pay television, television broadcasting, children’s book publishing, children’s animation and animation software. The Company’s multimedia entertainment brands include YTV, Treehouse, Nickelodeon (Canada), ABC Spark, W Network, OWN: Oprah Winfrey Network (Canada), CosmoTV, Sundance Channel (Canada), Movie Central, HBO Canada, Nelvana, Kids Can Press, Toon Boom and radio stations including CKNW AM 980, 99.3 The FOX, Country 105, 630 CHED, Q107 and 102.1 the Edge. Corus creates engaging branded entertainment experiences for its audiences across multiple platforms. A publicly traded company, Corus is listed on the Toronto Stock Exchange (CJR.B). Experience Corus on the web at www.corusent.com.
Vizrt provides real-time 3D graphics, studio automation, sports analysis and asset management tools for the media and entertainment industry. This includes interactive and virtual solutions, animations, maps, weather, video editing, compositing, and playout tools. Vizrt has customers in more than 100 countries worldwide including CNN, CBS, Fox, BBC, BSkyB, Al Jazeera, NDR, ITN, ZDF, Star TV, Network 18, TV Today, CCTV, NHK and the list keeps growing. Vizrt has nearly 600 employees and operates in 40 offices worldwide. Vizrt is a privately owned company by Nordic Capital Fund VIII.