http://vimeo.com/iliketv/demo

Comments welcome.

Our first product is on its way.

We are currently crafting iLIKE.TV, the revolutionary social television channel that will air this fall in Italy on SKY channel 142, on the digital terrestrial TV and on the web.

So stay tuned and don’t miss your chance to live a new entertainment experience.

iLIKE.TV - the social network finally goes on air…

Auditorium S. Apollonia - Florence

Today in Florence, at the IBB Internet Better Business, Mirko Lalli from Fondazione Sistema Toscana, reported that 86% of surveyed companies don’t have a crisis plan to manage communication in case social media backlashes against them.

This kind of media is in the hands of the viewers and it might get out of control.

Of course, it is not rare that it is the company itself that makes the faux pas: Sony Ericsson Italy learned it the hard way when they naïvely posted a comment on their official Facebook page using an iPhone.

1) the viewer that is now able to interact not only in a “vertical” way with the show (by voting for example) but also in an “horizontal” way with the multitude of the other viewers that are also connected (by leaving comments and reading their posts);

2) the creators of the show that get a “stickier” audience and at the same time an immediate feedback from their audience;

3) the advertisers that can see their brands and products become, as part of the show, fully integrated into the real-time conversation with the viewers;

Lisa Hsia, Senior Vice President of Bravo Digital Media, in her piece on mashable.com brings some examples from a few shows (The Real Housewives of Atlanta in the picture above) about the significance of this kind of real time participation and illustrates how ”access to real-time conversation around shows, personalities and products must be a part of TV networks’ basic road map.”

This event appears to be one of the first in the world to focus on the topics related to the development of the emerging global TV App Store marketplace,  the transition from Pay TV to Apps Platform, the analysis of Apps in a Connected TV Environment and the implications of socially enabling TV with Apps.

Arkimedia will post all relevant news and updates on the event in real time. Any comment or feedback on the subject is more than welcome.

Here below is a chart that illustrates the current picture as designed by one of the most ingenious mind around the web, Horace Dediu from asymco, with reference to arkimedia’s transition to a new concept of TV.

The point is that marketers today spend the tiniest part of their budget on the earned media component, since it is the most difficult to measure and control, while this component is the most fruitful and interesting in terms of generating results. In order for advertisers to increase communication effectiveness, they have to improve the involvement of the consumers in providing content about a brand: here is where social media comes into play.