Video-on-demand website TF1 Vision has launched operation “Social VOD” on Facebook in four Francophone countries: France, Belgium, Switzerland and Canada. The “social” video-on-demand service is a new tool for the commercial distribution of programmes (films, series and shows) that utilises the different functions of social networks. It allows users to rent a programme, to suggest that their friends do the same or rent it for them, and then to talk about it on Facebook with the “comment” and “like” functions playing a key role.

 

With its Facebook application, TF1 Vision is following in the footsteps of Warner Bros., which did something similar this year using two test videos: the films Inception and The Dark Knight. On 30 May 2011, the website MySkreen[+]  NoteLaunched in 2010, this distribution network and video portal aims to make all legal French audiovisual content on the Internet available in one place.[2]also announced the extension of its VOD distribution network onto Facebook.

 

TF1 aims to attract a large user base and take advantage of the discussions, sharing ability and comments made possible through the use of Facebook, which claims to have more than 20 million active users in France[+] NoteAccording to Facebook, an active user is defined as an account owner who has carried out at least one action (accepted a friend, commented on something, etc.) during the last 30 days.[3]. In this venture, TF1 Vision enlisted the help of Brainsonic, the French provider of video solutions and official “Facebook Developer Consultant”. Brainsonic installed Microsoft Silverlight technology, which enables videos to adapt according to the available throughput at the time of broadcast.

 

The aim of this social strategy is to increase TF1 Vision’s visibility on the Web. According to data recorded by the company itself, ABCNews.com, The Washington Post and The Huffington Post got twice as many hits through Facebook after adding social plugins [+] NoteApplications offered by Facebook that can be placed directly onto a website, such as their “like” or “comment” functions, for example.[4]. Social VOD presents a real opportunity for the development of Facebook Credits, which were previously mainly used to pay for the games available on the site. From 1 July 2011, it will be obligatory to use this virtual money for the payment of all micro-transactions on Facebook.
 

The development of social networks goes hand in hand with the growing desire viewers have to discuss what that they are watching, as they are watching it. According to a recent study conducted by Digital Clarity, a British agency specialising in digital marketing, that was carried out on young Internet users via their mobile phones, 72% use Twitter, Facebook or a mobile app to communicate whilst watching TV. On platforms such as Twitter or Facebook, the ever-increasing comments made about certain programmes are now being taken into account by producers, on top of audience ratings. Those involved in production and social TV[+] NoteThe term applies when viewers choose a TV programme, share it with others and become involved in the interactive TV community on social networks.[5] take viewer opinions into account and track communication after a show has been broadcast, continuing the experience through other means.

 

Video-on-demand providers are now naturally turning to to social networks, which have a strong pull on viewers. With its foray into Social VOD, TF1 Vision is targeting a younger public – those viewers still little inclined to use legal download sites, and who have abandoned traditional television media.

 

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Photo credits:
Screenshot of Florence Foresti’s Facebook page;

Screenshot of the TF1 Vision site;

Screenshot of Warner’s Facebook page.