Looking to reverse the trend of fragmenting family life and leisure time spent alone, Nintendo has developed the concept of ‘Wii-no-ma’.
In a nutshell, Wii-no-ma is a video broadcasting service designed to distribute original content, which will, in part, incorporate advertising. The unique concept of the Wii-no-ma is its concentration on content designed to be viewed and discussed by groups of people who watch together, rather than individuals.
Research showed that 87% of Wii users tend to play on the largest screen in the household, which is usually located in the communal family room, making the Wii the perfect media to roll out on.
Up to eight family members can register for the service on one console. As programmes are viewed, recommendations can be made and messages left for each other. Viewers are asked to provide feedback about the video content to its developers and producers.
The advertising is non-invasive and chosen by the viewer. At the end of each video, the viewers have a choice to interact with 12 screens which utilise a variety of methods for businesses to communicate including questionnaires, delivery of samples, casting videos or provision of vouchers. Advertising is not limited to the usual 15-30 second, and instead aims to engage the viewer deeply, benefiting both parties. Viewers are entertained by personalised programming and messages; advertisers fine tune their messages and know they have a welcoming audience with real-time ongoing feedback.
Video content can even be downloaded to SD cards and DSi for watching on the move.
The Wii-no-ma is demonstrative of Nintendo’s longer term aims to develop the relationship between television, the internet and family interaction. Initially the service would be completely free, with longer term plans for special content to be paid for.
The service is currently only available in Japan, but plans are afoot to launch in other countries.