Does TV Check-in Have a Future?

But does TV check-in have the clout to become a serious tool for TV operators?

TV check-in company GetGlue recently reported a strong success story:  Over the past four months, GetGlue check-ins have increased by 130%, from 5 million in May to 11.5 million in August.While these numbers are small in comparison to actual audience figures, this is a trend that clearly needs a second look. Significantly,  just 12 months after launch, GetGlue has signed partnerships with networks including ABC, NBC, FOX, CW, HBO and more.

TV check-in features are being built into an increasingly large number of services: TVGuide.com, which built its own site-specific check-in service and launched it last October, recently surpassed 4 million check-ins and is averaging 20,000 per day just from its user base.

Facebook’s latest announcements last week reinforces the growing importance of TV check-in.  Watch something on Facebook, and viewers are automatically checked in to a  pre-existing base of friends, easily sharing their viewing activity.

This move could be seen as a direct threat to TV check-in companies. It underlines the importance for TV check-in startups to integrate at the set-top/connected TV level, which they are already doing. But even as the TV check-in space heats up, the technology isn't a finished product.

Continued Evolution

While a lot of companies are exploring social TV check-in, the formula isn’t perfect. Even Miso remains sceptical about the future of check-ins, badges and other virtual rewards. “We don’t think badges and stickers are in the long run the reason that people come back,” he told me.

The key to a successful social TV strategy is to connect mobile phones, iPads, online experiences and other venues to support the storytelling – not just letting people tell their friends what they are watching.  The purpose that TV check-in really serves is the ability to make TV more interactive and engaging.

Ultimately it’s not important if operators use TV check-in, audio-synching, or bluetooth to make TV more social.   As TV starts to become more interactive and compelling, what's really important is the user experience.  TV operators need to seamlessly synch engaging second screen experiences in real-time - while allowing the user to sit back and enjoy their favourite shows.

What do you predict for social check-in companies?

Emma Wells, Marketing Manager