Arktan CEO and Co-Founder Speaker at Digital Hollywood NYC

The Social TV Strategy Summit at the Digital Hollywood in New York City featured a group of Social TV industry influencers, including Arktan CEO and Co-Founder, Rahul Aggarwal, and speakers from AT&T, MTV Networks, Hearst Television, JWT, and TAG Strategic.

The presentations and panel discussion centered around innovation and emerging trends in the Social TV industry.

One such trend is the use of second-screen apps as discovery tools. AT&T, for example, is building its second-screen apps as discovery tools for viewers to discover TV shows across various TV network platforms.

The panel discussion brought out the importance of building interactive viewer experiences as a way for getting data that can be used for discovery, recommendations, and building brand loyalty among viewers.

The panel discussion touched upon the ongoing discussion in the Social TV industry about how to measure ROI. The panel mentioned USA Network’s “Character Chatter” social hub as an example of a leading TV network that has been benefiting from its investment in building interactive viewer experiences. One measure of ROI is the site’s user base that had grown to one million users by July 2012 from the previous summer’s 300,000 users.

Rahul Aggarwal said that the Social TV industry is seeing an evolution towards people wanting deeper interaction and richer experiences with content and conversation, deeper curation, more visualizations, and more social conversation experiences that include friends.

Rahul gave Univision’s UVideos, powered by Arktan, as an example of a digital platform doing just that for its users.