MTV3.fi täyttää syksyllä 15 vuotta. Se on pitkä aika kun ottaa huomioon, että Google vasta rekisteröi osoitteensa syyskuussa 1997 ja Facebook julkaistiin alkuvuodesta 2004. Toisaalta Itella ja VR ovat eri nimillä ja yhtiömuodoilla palvelleet suomalaisia vuosista 1638 ja 1862.
Nuori oppii, vanha muistaa. Nuori haastaa, vanha torjuu. Nuori kerää huomion, vanhalla on valta.
Miten muotoillaan palvelu 3, 30 tai 300 vuoden päähän?
Yritykset: MTV Media , Google , Facebook , Itella , VR
Viime tiistain Hesarissa oli laaja Kari A. Hintikan juttu netin reaaliaikaistumisesta. Jutussa esiteltiin “hetinetin” nykytilaa ja tulevaisuuden mahdollisuuksia paikka- ja liikennetiedosta reaaliaikaiseen videovirtaan.
Uusien mahdollisuuksien lisäksi reaaliaikaisuus on mielenkiintoinen juttu, koska sen avulla mediat ovat pystyneet kaupallistamaan muuten ilmaiseksi saatavilla olevaa sisältöä. Perusesimerkkeinä tietysti vaikkapa urheilun saralta jääkiekko tai Formula 1 ja viihteen puolelta kuuden yhtäaikaisen videovirran Big Brother 24/7. Uusimpaa tulokkaana pelikentällä hyörii Jenkatehdas, joka haluaa tarjota live-keikkoja verkon välityksellä.
Jos mediat eivät pysty muuten kaupallistamaan sisältöään, niin näemmekö valtaisan vyöryn live-tapahtumia? Urheilua, viihdettä, komediaa ja draamaa livenä? Jälkimmäiset olisivat ainakin mielenkiintoisia, koska käytännössähän se olisi teatteria, mutta ruudun välityksellä ja uusilla mausteilla.
Yritykset: UrhoTV , MTV Media
Viimeiset kolme työvuotta ovat sujuneet melko tiukasti mediatoimialan parissa. Vaikka työpaikka on uusi, ei median tulevaisuus näytä poistuvan työpöydältä mihinkään.
Jatkuva tiedon kerääminen kuuluu tietysti homman nimeen, mutta harvemmin törmää johonkin erityisesti ajatuksia herättävään lausahdukseen, joka jää pyörimään aivojen syövereihin pidemmäksikin ajaksi. Yleensä hyvä merkki on se, että idea herättää välittömän reaktion, usein epäuskon ja kielteisin välimaastosta.
Wall Street Journalin artikkelissa oli kuitenkin yksi lause, joka pisti miettimään. Googlen toimitusjohtaja Eric Schmidt totetaa: “I actually think most people don’t want Google to answer their questions,” he elaborates. “They want Google to tell them what they should be doing next.”
Anteeksi mitä? Että Google kertoisi minulle mitä tehdä, sen sijaan että minä olen aloitteen tekevä osapuoli?
Ajatus tuntuu alkuun kovin nurinkuriselta, mutta on tietysti ihan järkevä kun sitä pohtii hetken. Googlen merkitys netissä hämärtää helposti ajatuksia ja oletamme, että sillä ei pitäisi olla mitään syytä haluta muuttua yhtään mihinkään.
Schmidt on kyllä oikeassa siinä, että ihmiset haluavat, että joku kertoo meille mitä pitäisi tehdä, mistä tykätä ja ketä kuunnella. Tämä rooli istuu edelleen hyvin tiukasti perinteisten mediatalojen tontilla, vaikka muutama särön yksityishenkilöt ovat netin avulla onnistuneet rintamaan iskemäänkin.
Googlehan ei tosiaan luo itsenäisesti yhtään niistä ilmiöistä, joista kahvipöydissä keskustellaan. Ne kaikki tulevat muualta. Google vain sattuu olemaan välikätenä kun ihmisten kiinnostus on herätetty ja he janoavat lisää.
Hakukonejätti haluaa siis siirtää positionsa tiedon hankinnan välineestä tarpeiden herättäjäksi. Suoraan isojen medioiden tontille. Hesarin sijaan aamun Google. Autolla töihin ja aamutiimin sijaan radiosta Google. Lounastauolla lööpit Googlesta ja illalla vielä töllö auki ja kanava osoitteeseen google.fi.
Ilmiöiden luomiseen tarvitaan sisältöä, joka puhuttelee massoja. Tarkoittaako tämä sitä, että Google on hankkimassa massiivisten palvelinkeskusten rinnalle massiivisia sisältökeskuksia? Toimittajia, käsikirjoittajia, tuottajia? Vai ajattelivatko he ostaa sisältöä suoraan tuotantoyhtiöiltä omissa kanavissa jaeltaviksi?
Mitä tapahtuu jos Google lähtee tosissaan pyrkimään Maikkarin ja muiden medioiden tontille?
Yritykset: Google , MTV Media
Big Brother 2010 is the sixth season of the popular reality show in Finland. Our team was asked to help in planning the concept and designing the service for digital channels.
We worked in close collaboration with the content, sales, technical, production, web-tv and interactive-tv teams during planning and design to make sure that all business goals and requirements would be met and at the same time fans of the show would be given an online experience worthy of their commitment.
At the core of the online experience is Big Brother 24/7: six simultaneous live streams and interaction with other fans for those who don’t want to miss any of the action. In addition to the live experience, community features have been souped up to cater to the extremely active Big Brother community within the Big Brother domain and all over the web, from personal blogs to other online media reporting on the show.
The customer wanted to significantly increase revenues compared to previous years. To meet the objectives we designed several new advertising products in addition to the standard display and video inventory available. Our goal was to create products that would be an integral part of the overall concept, and bring fans and advertisers closer via a shared experience.
At the time of writing Big Brother 2010 has been live for a little over a week. Compared to last year the first week results have been extremely promising. 586 000 visitors spent time on the site during the first week, compared to a 100 000 less during the same week last year.
Personal comments:
Ripatti: “Love it or hate it, Big Brother 2010 is one of the media events of the year. I’m thrilled that we got to once again be a part of pushing the boundaries of what a media concept is. And this one is a multi-channel monster, with several weekly TV shows, six 24/7 online streams, news, exclusive online videos, a hyper active community, games, IPTV, mobile content, SMS voting and all the online action looped back to the live tv shows.”
Ihmiset: Sami Kanninen, Risto Kyyrö, Markus Piipari, Misha Lagerstedt, Aleksi Leinonen, Heli Kettunen, Vilma Kaartinen
Yritykset: MTV Media
After being a leader in the online media field for over 10 years, MTV3.fi wanted to re-evaluate and crystallize the positioning of the service. The MTV3 team wanted a partner that could provide insight from both a consumer and marketer perspective. They also wanted the chosen partner to be able to run a project that would be highly collaborative and involve people from various positions in the organization.
Gyllene Skor and Toinen Helsinki formed an extended project team in order to provide the client with industry leading expertise in the online media field. Our team held multiple workshops that involved dozens of employees from MTV3 to ensure that all the experience the customer has of running a successful online media was utilized during the project. Our job was to deliver fresh customer and industry insights and uncover new opportunities for thorough evaluation and discussion.
A fruitful collaboration between all parties provided the customer with the results they were looking for. MTV3.fi is ready for the next stage in the life of a successful online media.
Personal comments:
Ripatti: “I love the fact that we had to work our asses off on this one. Rising up to any challenge is the best part of what we do every day. It’s a lot of hard work but ultimately rewarding in the end.”
Ihmiset: Petteri Ruotsalainen, Teemu Lehtonen, Janne Saari, Teemu Neiglick, Juha Juosila
Yritykset: MTV Media , Toinen Helsinki
MTV3.fi, one of the biggest media-operated websites in Finland, wanted to redesign their most important asset: the MTV3.fi-portal front page. The goal was to simultaneously create a better user experience (better flow, more visits and visitors) and bring in more revenue with new business opportunities.
Our team was asked to help with the overall concept and deliver a brief for Idean, who would be responsible for the user interface design and testing.
As always, we analyzed user needs, business requirements and technological possibilities to define the opportunities available to MTV3.fi. Web analytics, customer surveys, stakeholder interviews and business area insight led us to present the executive team with several concept scenarios, of which one was chosen as a basis for the final concept.
We delivered the insights and concept to MTV3 and Idean to be used as a basis for user interface design and testing.
Personal comments:
Ripatti: “This is how a project should be done. Thorough analysis, extensive discussions with all major stakeholders, a client with an open mind willing to debate anything and great design by Idean.”
Räikkönen,Häkkinen, Kovalainen, Rosberg… No wonder MTV3, the leading commercial tv-station in Finland, has held on to their exclusive rights to broadcast Formula 1 for nearly two decades. After renewing the contract in 2010, MTV3 wanted to build on the previous commercial success and offer fans the “best way to enjoy Formula 1 in the world”.
As part of the Gyllene Skor team, Passi and Ripatti worked with MTV3 to create an experience that would attract both early adopters that have already abandoned traditional TV for online video services and for the larger audience that still enjoys watching Formula 1 on their big screens in the comfort of their own living room.
We knew that hard-core Formula 1 fans were very likely to use the service, but wanted also to serve a larger audience that wouldn’t be as active during the season as the core group.
With these viewing and activity habits as our design guidelines we focused on creating an experience that would work as a stand alone online service or as a social TV extension when watching the live broadcast via pay-TV channel MTV3 MAX.
The service is designed in such a way that online viewers can watch the live stream, interact with other fans and follow the drivers data and track-position on one screen. TV+online viewers can focus watching the live stream from their TV and use the online service for additional content that is only available online, like the in-car camera.
In addition to the race viewing experience we wanted to keep the fans engaged throughout the season and even the off-season. Race weekends were used as a base for a content calendar that provides fans with content before, during and after the races and news and exclusive material between races and during the off-season.
Even a great service can fail if you can’t reach your audience and convince them that you have something of value to offer. As the core of the service concept was being finalized we continued working on the service marketing side. The service was designed in such a way that potential customers had multiple possibilities to engage with the content and could effortlessly sign-up or become a member if they wished to do so. Engagement agency Toinen Helsinki and advertising agency TBWA\PHS have worked with MTV3 for a long time and they were brought in to do the campaign also this time around. Several sessions with all teams attending were held to make sure that the service and marketing were in tune with each other.
MTV3 Katsomo Formula 1 is not just a souped-up online video service. It’s a multichannel service built around the fantastic content that MTV3 and Formula 1 have to offer.
Since launching the service Bonnier owned MTV3 and telecommunications company Elisa have expanded the service to Elisa Viihde IPTV-platform.
Personal comments:
Passi: “I’ve always loved to follow Formula 1. It’s a world wide phenomenon that for some reason resonates especially with us Finns. How could any project be better than delivering a new viewing experience to fans F1? A great project with a great result. I’m really looking forward to working on the next version.”
People: Sami Kanninen, Janne Saari, Misha Lagestedt, Teemu Karenius, Minna Ritoluoma, Tommy Mäkinen
Companies: MTV Media , Toinen Helsinki , TBWA\PHS , Elisa
Spektaakkelit mielessä!
The future is not digital. It’s multichannel.
Passi and Ripatti enjoy designing services for everyday life. Passi currently works at service design agency Palmu Inc.
Ripatti is developing new stuff at Sterk.
Use Twitter, LinkedIn or passiripatti [at] gmail.com to contact us.
Visual inspiration by Maestro Leppänen.
