Comcast Ventures recently invested in WhoSay, the celebrity social media platform. The company, which helps celebrities retain ownership over their social media content while helping amplify it, is becoming the go-to platform for major TV personalities. We spoke with CEO Steve Ellis about the company’s future plans to make a big impact on the social TV industry.
Right now there’s a problem with celebrity discovery on social while you’re watching TV. Not every network clearly links back to talent’s social profiles, and very often certain celebrities are big on Instagram, but not on Twitter and more. Even the networks that do a great job curating talent on their sites rely on attracting users in the first place. The future of the second screen is going to involve TV actors and their involvement in their shows before, during and after they air. WhoSay’s plans are to grow the “Direct-To-Fan” opportunities within TV over the next few years. They also already have a sales partnership with Viacom in place from earlier this year.
Lost Remote: How does WhoSay think it’s affecting the television business?
Steve Ellis: Today – we are not, but we do not doubt that the next area to change significantly will be the Television business, and within 2-3 years I expect there will be some excellent Direct-To-Fan opportunities for our clients to reach their fans over the TV.
LR: What have you learned about how TV actors use social?
Ellis: Our TV clients have shown the power of television when combined with social. TV shows are on every week and the constant presence drives far more activity than other sectors. It is still the most powerful medium.
LR: How will social media affect TV over the next few years, your predictions?
Ellis:I’m not sure if it will be social media that affects TV as much as the capacity for direct to fan interaction via the TV – be it by Apple or other hardware makers, Cable providers, or the content creators (TV Networks, Movie Studios etc). What I am certain of is that you will be able to talk back to your TV – and this is going to make the filter for content even more critical.
For our influential clients we think this may yet be the biggest of all opportunities to speak directly to their fans and to share with them the things that only they can.
LR: Does WhoSay have any partnerships with TV companies anywhere around the world? Any plans to?
Ellis: Well we announced a partnership with Viacom and there is of course our recent investment from Comcast Ventures. We do also have TV companies using the service but I cannot yet reveal specifics on that front.
Needless to say we think TV companies will play a big part in our future and the future or an important section of our client base.