Sunrise trials Google+ hangouts to take viewers behind the scenes
Seven Network has conducted a high profile experiment embedding the new Google+ social network’s video Hangout facility into Sunrise.
In a project masterminded by the broadcaster’s new director of social media Adam Boland, Sunrise this morning used the tool to show viewers live coverage of five backstage areas on the show via Yahoo!7, and on air.
Boland told Mumbrella: “I don’t think there was anything extraordinarily revolutionary in the technology, in that we could have linked up webcams before Google Plus. But it was thinking about Google Plus that inspired us to try this.”
Earlier this week, Boland wrote a guest post for Mumbrella explaining why he had been motivated to ditch Facebook for Google+ for his peronal use.
He said that video streams of the show were up about 25% on their normal levels this morning.
The show’s production team is also using the technology behind the scenes. The 9.30am and 2.30pm production meetings – which usually take place on the phone between the Sydney, Melbourne, Adelaide and Brisbane bureaux – will now be conducted via webcam as a Google+ hangout. Boland said: “We tried it before with Skype chat but it was just too hard.”
He added: “The point of doing this is to try new things and generate a discussion about how we should use it.”
Despite his own admiration for Google+, Boland said Facebook was still at the centre of the broadcaster’s social media strategy. He said: “More people talk to our show via Facebook than they do more traditional means such as SMS.”
He added: “As soon as official branded pages for Google Plus are available, we’ll be there.”
Yeah so, it didn’t work. they Sunrise put a stream up of multiple cameras, but there was no control, no interaction, nothing social and it wasn’t related in any way to G+. it’s not surprising traffic was up, since you were promoting it on air. der!
nice backtrack on the “i’m giving up FB” too.
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I love that Sunrise are using Google+ to deliver a backstage experience for the viewers. Every morning millions of Australians welcome the team into their homes and now the viewers are being reciprocally lead into the studio- brilliant idea Adam.
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Thanks Belle.
Dan, sorry to have annoyed you. I should point out though – it worked exactly as we intended. We said this was a first step – and the main intention was to bring the audience into our back of house. It did just that (and via a G+ hangout). The feedback we had from our viewers who watched was really positive. And many have given us ideas on what to do next. That in itself makes it worthwhile.
(As for backtracking on facebook, I’m not sure what you’re referring to. My views haven’t changed. I no longer have a personal use for it. Sorry, but I just don’t.)
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Really Intersting project to watch unfold thankyou!
Could I ask how many staff it’s taking to handle the interaction? … and have you identified new revenue souces to meet the additional costs?
Thanks in advance for any of the dollars and cents… (eg is that premium sms that is down?)
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Whilst the execution may have been a little clunky – you gotta love a broadcaster willing to embrace new ideas and give something a shot.
Convincing traditional broadcasters to tinker with their “babies” is no mean feat – cudos to you Adam for “masterminding” (love that word) the initiative.
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uummm, I think we might have the Adam Borland fan club here, the idea of interoffice meetings via the Google sytem is good but is it really a news item?
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Adam Boland you’re not Biz Stone.
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