Figure 2-3-2-2 Cases of Broadcasting Providing Social-media Integrated-Service

Broadcasting Business Operators	Cases	Summary	Description
NHK	News Web 24	●Programs proceed with an MC looking at hashed tweets on the program (for example, the MC requests comments to a guest following a tweet).
teleda	●A proof-of-concept experiment on the integration of SNS and video distribution (for PCs) is ongoing under a collaboration of NHK Science and Technical Laboratories and NHK Broadcasting Culture Research Institute. ●Services leading to new type of viewing behaviors will be studied through the proof-of-concept experiment.	Proof-of-concept experiment
NTV	JoiNTV	●Using Facebook on TV: enjoying a TV program with friends on Facebook. Available features at present are displaying “friends,” sharing “like,” and clipping a description of “like,” and accessing a “winner list for a present” during a program. ●On the TV side, BML browser and bi-directional features for data-broadcasting are used for data transmission. Graph API is used on Facebook for data acquisition. Communication with other services will be studied in future.	Proof-of-concept experiment
TV Asahi	Yavatar	●BBS: a TV program where avatars are allowed. ●Also incorporates elements of the online game (for example, purchase medals and play Gacha using the points). ●Purchased medals are accepted at the site “TV Asahi Doga.”
TBS	Utilization of social media in news programs	●News programs are divided into one-minute cells for the deployment in other medias. ●Those cells are deployed in the net-medias: Twitter (text only), YouTube Official Accounts, and Facebook Page.
TV Tokyo	Facebook is used in the program “World Business Satellite”	●Word-of-mouth communication in the program page on Facebook influences the viewer rating. ●The Facebook page for the program, having over 140,000 fans, is one of the largest single-program pages.
Fuji Television	Ima-tsubu	●Mini-blog, participated in by cast and staff, etc. ●Tweets are used in the program.

(Source) MIC "Research and Survey on International Comparison and Trends in Information and Telecom Industries and Services" (2012)

The Ministry of Internal Affairs and Communications, for the purpose of promoting the activities for the development and adoption of smart-TV, has drawn up and revealed the comprehensive basic strategies in June in 2012, including ① proposition of the basic features of a smart-TV platform to be internationally-standardized, ② promoting proof-of-concept experiments conducible to the development of applications, and ③ promotion of public-relation activities including technical demonstrations at international events.

## (2) Promotion of integration/collaboration of broadcasting and social media

The number of social-media users is rapidly increasing, in part driven by the spread of smartphones, resulting in the acceleration of business utilization of social media such as social-commerce. TV broadcasting organizations are also trying to incorporate social media to create connections to viewers through collaborating their programs and social media, which could lead to not only increased attractiveness of the programs, but also the enhancement of the program-planning and increased value of the advertisements they provide by utilizing the viewers information obtained through social media. As for the smart-TV previously mentioned, each of the mechanisms seeking for platform-deployment includes, as an enhanced feature, the social-media collaboration. Therefore, judging from the trends introduced above, the broadcasting and social media integration and collaboration is expected to expand along with the spread of smartphones.

Figure 2-3-3-1 Comprehensive Comparison of Media-evaluation Indices: Information Source 1 【TV and other video sites】 【News paper and magazine / Social media】

$ ^{*} $ Note: Ratio of the media users to the entire respondents (excluding respondents who did not reply to the corresponding question)

(Source) MIC "Research and Survey on Trends of Users' Recognition through the Improvement of ICT Infrastructure and Services (2012)"