We are the 12 monkeys and what you just saw was a little sniped of our journey and our findings of the 5 weeks. What we discovered through our research and our interviews, is thatHey!! We are the 12 mHey!! We are the 12 monkeys and what you just saw was a little sniped of our journey and our findings of the 5 weeks. We found out that there are two groups of tv viewers...First is the passive viewer who just consumes the feed given to them and see the TV as a one way street coming towards them. We therefore believe that their is less value aiming for them then it would be focusing on the next type of group.
The Active user on the other hand look at TV as two way street and that the experience is more then just passively watching it. They know how and when they want and in many cases don’t care where they get from.

What makes them unique is that they want more than just watching, for them every part of what they are watching has meaning, and they want the most out of every experience and if they miss something they missed a part of the experience.

- What defines them is their unquenchable thirst for new explorations
- Their love for the obscure
- Gathering references
- Being a kinda of smart ass

SVT play* is more than just watching tv - we want to ad value to our 1 million visitors we have every week!
by using all the resources and expertise we already have in the house!

Koen: Strategy, Idea Generation, Technical, Creative Process
Sandra: Strategy, Idea Generation, Presentation, Creative Process, Designs
Satya: Strategy, Idea Generation, Creative Process, Designs
Johan: Strategy, Idea Generation, Creative process, Mind Mapping
Anders: Strategy, Idea Generation, Creative process, Designs