The rise of social TV
Posted: Wednesday 15 February, 2012
Emilie Legrand
A recent survey by Click Consult revealed that 65 per cent of 16 to 24 year olds are currently spending more time on Facebook than watching TV. With an increasing number of everyday activities integrating with social media these days, this latest figure is an particularly interesting one, since it indicates a significant shift in the way young people are now spending their time - further proof of the impact that social media is having on our day to day lives. Additionally, the rise of social TV and the integration of social networks as part of the viewer experience of TV shows is also on the increase. For example, viewers are now able to glean more insight into their favourite shows and characters without having to leave either Facebook or Twitter.
The beauty of social networking sites such as Facebook and Twitter, is that they allow viewers to get up close and personal with their favourite actors or reality TV stars, more so than just watching their antics on the television. Viewers can now watch their favourite television shows and then go straight onto social media sites to discuss what happened in greater detail with fellow viewers.
Moreover, social media allows audiences to actively engage with television shows which is a relatively new thing and is seemingly having an effect on the viewing figures for young people. However, television shows themselves are also encouraging this to happen, displaying and promoting pre-defined and unique hashtags that viewers can follow on Twitter to enable them to quickly and easily join in on the discussion. For example, the hashtag for the channel 4 programme 'Educating Essex' is simply #educatingessex, which immediately prompts viewers to login and see what is being said about the show in real-time.
Another example can be seen during the Sky1 show ‘Got to dance’ in which host Davina McCall reads out the Twitter and Facebook messages that the audience have been posting about the show following each performance – this is a perfect example of integrating television and social media in a positive and interactive manner.
It is a trend that is likely to continue in the coming years as technology develops, even televisions themselves are becoming more social with the increasing popularity of Smart TVs, whereby viewers can view their social networking profiles and update their statuses on their home televisions. In light of this, I wouldn't be surprised to see more and more television shows embracing social media, not only as a way of gauging viewer opinions and creating conversations, but also in making the shows themselves more interactive and engaging.
