Does SM + TV = Zeebox?

Intro

This October, Zeebox - the latest brainchild of BBC iPlayer head Anthony Rose - is set to go live.

Though sounding more like an 80's rapper than revolutionary piece of software, as you'd expect from technowizz Rose, it looks to be a decent piece of kit.  But is it a game changer, and will it last?

What is it?

Seeking to bridge the gap between TV and Social Media, the website and iPad app (to be subsequently released on iPhone and Android platforms) makes watching the box both an interactive and sociable experience.

On its most basic level, users manually or automatically - with compatible 2010/2011 TVs - log into the programme that they're watching.  Others can not only view this, but are capable of inviting or being invited to join them on that channel.  With TVs connected to the app, the internet signal not only then changes the channel for you, but does so quicker than the majority of infrared remotes.

Though pretty nifty in itself, what makes it stand out is the what lies beyond the app's most primal capabilities.  Using an audio fingerprinting "secret recipe" - seemingly one stage on from the technology used in Wieden + Kennedy's "This Unpredictable Life" Honda ad - users can not only interact with the programme they're watching, but can do so in real time. 

Providing a "next generation Red button", the capability exists for relevant, third party content links to arise during a programme.  The example CEO Ernesto Schmitt is giving is that whilst Tom Cruise is interviewed on Top Gear, the app will auto-display "infotags" for spoken topics (say "Ferrari 458", "Abu Dhabi", "Sebastian Vettel" and "Tom Cruise" himself), as Cruise is speaking.

Finally, Rose has said that they'll  "experiment with the full infrastructure" and may eventually allow Zeebox compatible devices to control on-demand episodes.

Will people use it?

Whilst a brilliantly bringing together social media and TV, will it catch on, and what is the benefit to marketers?

Though the number of iPads in circulation is increasing daily, not enough exist for users to create adequate friend circles.  30% of internet usage being in front of the TV meaning people will be able to also access the software by their laptops.  However, to ensure Zeebox arrives with a bang and not a mere fizzle, the software needs to be made available on mobile platforms as soon as possible, if not by the launch date.

Additionally, whilst facebook brings social experiences to  consumers everywhere, will they be willing to let them physically into their home?  The individuality in viewing that the plethora of channels offers, affords people their guilty pleasures of the Gilmore Girls or Jeremy Kyle that they may not want to share.  That said, popular programmes such as X factor and The Apprentice that are predisposed to controversy and discussion may thrive with Zeebox.

Furthermore, it is accepted that drawing friends to QVC to buy a set of towels you know they want is highly plausible.  However, to get them to join the middle of an episode out of context is not.  This is especially true when considering the ease by which people can record TV or watch it on-demand.

That said, considering the number of relevant tweets a trending topic draws on Twitter, a programme similarly trending on Zeebox may well invoke curiosity and cause people to accept invitations to watch programmes they would otherwise neglect. 

What's the marketing potential?

Purchasing these "infotags" clearly provides a great new way for brands to target and measure consumers' actions in real time.  However, the real time nature of these tags means that the constant bombardment that consumers may become swamped by may cause a brand to become zoned out as nuisance spam.

That said, considering that tags can be used to provide nothing more than a link to a landing page, purchasing these tags should be inexpensive enough to experiment and test.  However, much testing need to be done on the consumer susceptibility to the tags, ROI, number of times and length of time a tag is shown etc.

The software having an open API means that developers can produce a multitude of add-ons to Zeebox.  Whilst providing a further opportunity for brands to take advantage of, the software has a narrower use than iPads and smartphones.  This means that whilst such devices can have large amounts of mutually exclusive apps, this could cause Zeebox to become cluttered and gimmicky.

Conclusion

Though it's not certain for Zeebox to be a game changer, there's definite potential there.  In spite of having some big names behind it, to ensure adequate penetration the app needs to be released on all platforms as soon as possible.  Otherwise, providing an innovative new method of social interaction may not be enough. 

Though a highly measurable real-time opportunity for brands, all but the most creative of them may end up losing their voice in what could become an overcrowded environment. 

Whatever the outcome, it will be interesting to see what lies in store for Mr Rose and Zeebox.