Case write -- Bluefin Labs.docx

Case write -- Bluefin Labs.docx - Case write-ups Bluefin...

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Case write-ups --- Bluefin Labs: The Acquisition by Twitter Xiaowen Hong 1003205514 Lecture 05 Introduction As the popularity of social medias, people have the platform to express their feelings and judgments about current events, shocked news or even TV shows. A phase called “social TV” occurs during the communications on these platforms. People can be motivated by social TV because they are able to make comments without physical communications, this is really an advantage for those who are lack of social networking. Also, it makes communications not only happened between friends but also among strangers around the world. Sometimes, people can easily chat with unknow person only because they have commons on favorite topics. For my perspectives, I have ever tweet, text or email while watching TV because I enjoy the time that I watch TV by myself. But some of my friends have video chat with others while watching TV, and they tell me that they enjoy the interaction opportunities with their friends. That will be the reason why they do so, which is also similar to the motivation of social TV. Background history Deb Roy cofounded Bluefin Labs with Michael Fleischman in 2008, and as the goal of monitoring and measuring social TV, the opportunity which put by Deb was “measure audience engagement, and not just media consumption” (Deighton, 2013). Compared to the reports were published by traditional data sources (up to six months after gathered), Bluefin had an ability to program data in real time (Deighton, 2013). And those data resource were mainly came from Twitter which was founded in 2006 and the third – large global social network by 2013. As the main data resource, Twitter had 200 million monthly active users globally in its platform (Deighton, 2013). Before Bluefin was bought by Twitter in 2013, it only had two served markets, which were TV networks and media buyers, with the double- coincidence trade condition. But they were look forward to more insights in social TV after the acquisition by Twitter.
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  • Fall '14
  • TarunDewan
  • Television network, Television program, Bluefin

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