The New Age Of Entertainment
Foursquare may have been the first to make the “check-in” famous, but it certainly won’t be the last. In recent months, multiple services have appeared that are offering consumers the ability to “check-in” to entertainment and cultural concepts. Since the beginning of time, mankind has always possessed the desire to share, it is the means by which we do so that is constantly evolving. Whether it’s discussing a new episode of The Bachelorette, comparing opinions on characters from your favourite movie or just letting the world know how strongly a book resonated with you; GetGlue, Miso, and Philo are your outlets.
These services each have mobile and web applications that promote entertainment-driven social behaviour and each of them has harnessed the power of the check-in.
Philo focuses on live television and is doing so quite effectively. It pulls TV listings directly from cable companies and allows app users to earn show-specific awards based on what they watch and how often they’re watching. The reward system is similar to a hierarchy, as users will work their way up a ladder to earn credits for shows.
Miso, also known as the “foursquare for TV”, creates a social atmosphere for TV viewers. It supports TV show and movie check-ins through iPhone, iPad and web based applications while rewarding frequent viewers with badges.
GetGlue supports check-ins for much more than the mainstream television, it also supports books, celebrities, wine and video games. Users are offered stickers as rewards for app activity.
Checking in and allowing users to make social connections with culture is something that Twitter and Facebook cannot compete with. What each of these services strives for is to set themselves apart from other social networking outlets. Tweeting and updating a status is temporary and within a short period of time tends to fades away and become forgotten. What GetGlue, Miso and Philo offer is of more permanence. Essentially consumers are rewarded for engaging in frequent behaviour and demonstrating loyalty for specific networks, television shows, movies, books etc. It promotes interactivity with a multitude of cultural aspects in our everyday lives and when you stop to process the concept, it seems like a no-brainer.
On the other end of the spectrum, TV networks are salivating over the data mining possibilities. These services offer networks the ability to track a viewer’s engagement level throughout a program as well as further explore the demographics and psychographics of the specific target market. Using these services, networks would have the opportunity to fully engage viewers and ultimately be in control of boosting ratings.
When it comes down to it, each service is offering their variation of Foursquare’s model with the same cultural interaction process in mind. For the time being they will battle it out with consumers and networks but unfortunately, with all three offering similar services, only the best can survive.