One of the best transmedia and social tv cases from the Philippines is the cross platform approach for the drama series Jasmine on Kapatid Network (TV5) which premiered on June 1 of this year. The serie revolves around a young and famous actress (played by Jasmine Curtis-Smith) that is haunted by a stalker that goes by the name Maskara. During the series the viewers at home are encouraged to solve the mystery and discover the identity of the stalker using clues on TV, on the second screen app, and on social media channels. The series was produced by advertising agency Ace Saatchi & Saatchi, in partnership with Unitel and TV5. Jasmine offers a unique viewing experience as it “blurs the lines between reality and fiction” with the use of a second screen and social media channels. You can watch the trailer for the series below.
The Jasmine app was incorporated in the TV5 app and allowed viewers to see exclusive content that helped them to solve the mystery. The ‘tune-in’ function, asking viewers to check-in on the app, provides footage and stills from behind-the-scenes, detailed character profiles and additional clues. The TV5 application is a VOD and companion app for the TV5 channel that offers a live-stream, chat functionality, polls and special promotions. As TV5 President and CEO Noel C. Lorenzana explains about Jasmine and the app:
“We provide content that is relevant to that target group, content that allows our viewers to transfer from TV to the different screens – mobile screen, tablet screen, computer screen and so on.”
Besides the application the fictional world became reality through a blog from one of the characters, and Facebook, Instagram and Twitter accounts that were updated based on the events in the series. The stalker even created a website dedicated to the main character: http://jasmineallmine.com/. The active use of social media channels resulted in trending topics on Twitter in the Philippines for the hashtags #WhosTheSTALKER and #JasmineURLoved and became second in worldwide trending hashtags.
The Jasmine cross-media concept:
The TV5 application is only available on Android but can be accessed through a web browser on other devices. According to the Play Store the app has between 50.000 – 100.000 installs and a 3.7 rating. Android has a marketshare of around 90% in the Philippines and dominates the mobile market.
The Philippines has a population of around 95 million people and an internet penetration of 39%. TV penetration reaches 95% in the Manilla region and 80% in the rest of the country. Mobile penetration has reached 101% but only 15% own a smartphone. Smartphone penetration is expected to triple and reach 50% in 2015, mostly because of cheap Android based smartphones. Based on our benchmark research we predict that second screen usage in the Philippines will reach 60% in 2015.
The high reach of TV combined with the rapid growth in smartphone penetration make the Philippines one of the most promising markets in Asia-Pacific to experiment with multiscreen projects. Doing so in an early stage allows broadcasters to create local best-practices cases and use those learning for future projects. Embracing a multiscreen strategy is essential for broadcaster to reach a younger, mobile and more connected audience.
A multi-channel approach
The Jasmine case appears to be a well developed and deployed format with extensive reach on social media. Combining a second screen application, websites, and social media channels makes sure that most viewers are able to interact with the show, especially in countries with a low smartphone penetration. By integrating the application in the horizontal app of TV5 you create more awareness and reach without losing the app audience once the series is over. Integrating a bespoke second screen format in an horizontal VOD application can be challenging but has multiple benefits, including;
- lower development costs,
- reach an existing install base,
- cross-promotion opportunities,
- a single location to direct your audience to.
At the same time it provides new challenges;
- the many features can complicate navigation,
- it can makes the app feel too generic for the look and feel of a show,
- it requires a flexible system and backend that can integrate custom concepts.
The Jasmine case shows that even in countries with relatively low smartphone penetration you can create an engaging and successful multiscreen project by combining second screen strategies with social TV and transmedia storytelling. Next generation TV takes place on multiple channels and moves from the big screen too many small screens and digital channels. Broadcasters that understand this practice will be able to use the growth of new media platforms such as Facebook, YouTube and Netflix as an opportunity instead of indicating them as a threat to their business. When combined with a commercial proposition this can create new revenue streams and sponsorship opportunities.
In our next blog we take a look at the best second screen cases from Indonesia, Thailand, Singapore and India. Want to receive all the updates? Sign up for our newsletter below or follow ComingNext.TV on Twitter.