Technological development and digitalisation are quickly changing our everyday lives. That is why the services we use and the way we participate are also changing. New service concepts are popping up everywhere – creating new business.

The fact that hybrid TV, or the marriage of television and the Internet, is becoming more and more popular creates new opportunities for viewers. Hybrid TV introduces the interactive online functions we know and love to television content. Gofore helped Finnish media company MTV determine viewer wishes and needs with regard to additional services and content enabled by hybrid TV technology. Attitudes towards the opportunities provided by hybrid TVs were also gauged, along with advertisers’ viewpoints on the new service concepts.

Services are not created in a vacuum

The goal was to create simple additional services that would benefit MTV’s viewer segments, including motor sport fans and viewers making purchases online. Participants were observed in their homes while watching interesting programme content, for example.

“Gofore’s involvement was essential, because our own resources were limited. Gofore provided business understanding and strong expertise on different research methods, and the resulting concepts provided us with fresh insights,” Lehtonen says.

Gofore’s involvement was essential, because our own resources were limited. Gofore provided business understanding and strong expertise on different research methods, and the resulting concepts provided us with fresh insights

Tiina Lehtonen

UX designer, MTV

As in business design in general, this project relied on context and close co-creation. According to Senior Business Designer Marjukka Rantala from Gofore, both context and the user study were used to home in on viewer needs. The needs and contextual expertise of the different interest groups were used as building blocks in the repeated innovation phase, which contained close co-creation with the customer in workshops, for example.

“We created numerous concepts, three of which we visualised both as storyboards similar to comic strips and video demonstrations. We incorporated in-depth knowledge on service revenue models and the added value created for viewers, advertisers and MTV,” Rantala continues.

Then, one of the concepts was validated with a few advertisers with the help of qualitative in-depth interviews. Those participating in the interviews provided us with important feedback. This meant that the relevance of the concept was also validated from the point of view of marketing – this is very important in the increasingly fragmented field of media.

According to Lehtonen, cooperation went smoothly and things were carried out briskly with an active approach.

“We received expert help. It was wonderful to work with people who had a sufficient amount of expertise in the field as well as the technology. The user studies were carried out expertly – we had the opportunity to monitor user interviews remotely and we were provided with all the recordings,” Lehtonen concludes.

One of the concepts was an additional service intended for motor sports fans, in which viewers would be able to create a game enabling the viewer to compile their own racing team by selecting two drivers, a pit team, a team leader and a car for the duration of the F1 season. The races would determine the final position of the fantasy team at the end of the season.

Marjukka Rantala

Senior Business Designer

+358 45 650 9105

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