As a couple, with family, with friends… TF 1 launches a unique recommendation engine in the world

As a couple, with family, with friends… TF 1 launches a unique recommendation engine in the world
As a couple, with family, with friends… TF 1 launches a unique recommendation engine in the world

On average, users of streaming platforms spend eleven minutes deciding which program to watch. A time at the end of which half ends up choosing nothing. Faced with this observation, each player in the sector is developing its own means and algorithms to improve the most personalized recommendations possible. The problem is that this effort is aimed at solo users. Until today, no one offered suggestions intended for a group of two or more people, depending on the different profiles that make it up.

What to see when you are in a relationship with your child(ren)? What if we are three friends? Or a dad on an evening alone with his daughter? It is to respond to this problem that TF 1 + is launching its recommendations engine called Synchro, a world first. It is operational this Friday, May 24 on Apple TV and Fire TV, from Monday, May 27 on Android TV and from June 5 on all connected televisions as well as Bouygues, SFR and Free boxes. Only Orange boxes will wait until mid-June to accommodate the new device.

Concretely, TF 1 + now gives the possibility of creating different profiles. When you sit down in front of your screen, you choose to watch alone or in Synchro mode. In this second case, you must then select the people concerned. If a profile has not yet been created, it only takes a few moments to type in a first name, date of birth and gender of the individual (only the male and female options are available).

For TF 1 “this technological innovation will bring people together”

“We have been working with users and non-users for more than a year, to meet expectations as closely as possible,” assures Claire Basini, in charge of digital within the TF 1 group. 70% of them say that using Synchro saves time, and 63% say that Synchro makes them want to use TF 1 +. We thus see that a technological innovation will develop a new use in real life and will bring people together. Particularly among families where everyone is usually on their own screen but does not have the reflex to be together and there they found themselves. »

Once Synchro is selected, a specific offer of programs of all types appears first then, below, choices by genre: entertainment, films, series and documentaries. The following takes up the elements common to the classic TF 1 + page: new features, top 10, etc. As you use it, artificial intelligence refines the recommendations based on what has already been watched by the group but also by each member when they connect solo. Synchro also allows the resumption of common reading or even common favorites.

It will ultimately make it possible to better target advertisements based on profiles.

This innovation necessarily aims to increase the audiences of the platform, which had 33 million followers in April, by responding to a strong need. “Of households using platforms of two or more people, 75% watch a program with several people at least once a week,” recalls Claire Basini. Synchro can therefore make recommendations for groups of up to five people.

Ultimately, this will also make it possible to better target advertisements based on profiles, a particularly interesting aspect for advertisers. “Today, we are in a logic of counting without knowing very well who is behind it and then we will know who makes up the household. For our advertisers, this will allow us to say extremely reliably that the advertising broadcast on TF 1 + is in a context of joint listening and to even be able to refine what this context is. We are launching Synchro without specificity in terms of advertising for the moment. In the coming months, we will work to see how we can have advertising proposals designed for this Synchro use. »

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