Monday, October 13, 2014

From Lean Back to Lean Forward: The Gamification of Television

Watching television in a traditional lean-back manner is no longer applicable in today's digital world, where consumers crave constant interaction with their favorite games, content and TV shows. The internet has turned consumers into lean-forward viewers, who require interactivity and fun to remain invested in a program. Consumers are no longer interested in simply watching television, but interacting at the highest level. This type of character-shift requires an innovative new approach to TV entertainment. But for that approach to be successful, it needs to be rooted in mirroring consumer behavior. B.F. Skinner's 'Reinforcement Theory of Motivation' states that an individual's behavior is a function of its consequences. In the case of traditional television, the "individuals" are the viewers, and their behavior is contingent on the benefits that appointment television can offer them. If a traditional television experience offers viewers a new and tangible value, their behavior will positively follow suit. But the key is to offer something new, while still maintaining the qualities that make it an exceptional and compelling story. Gamification does just that -- it supports the core values of television and story-telling, while weaving in interactivity and positive reinforcement by allowing two-way participation TV. more

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