Social TV was named one of the 10 most important emerging technologies by the MIT Technology Review on Social TV in 2010. In 2011 MIT Technology Review followed up by publishing a cover story focused on the emergence of Social TV analytics and its applications in the TV advertising industry.
The concept of socializing around TV content is not new. But Social TV is creating the cyber-living-room and cyber-bar to enable increased interactivity around shared programming both live and time-shifted. In an attempt to recapture the social aspects of television lost since the advent of multiple-screen households, which discourage gatherings to watch television together, social television aims to connect viewers with their friends and families even when they are not watching the same screen.
As each news channel fights hard to keep their viewers engaged, networks like CNN and Fox have made significant strides to engage their audience, although some would argue that this social media integration has come at the expense of hard-hitting journalism and analysis.
Social media played a significant role in NBA's comeback in 2012 finals. Stars of the game like Jeremy Lin, Blake Griffin were regularly mixing it up on Twitter.
According to Bluefin Labs, Last night ABC’s broadcast of the NBA Finals — which turned out to be a King crowning and not much else — had the third highest Social TV buzz of all time. With 6.3 million mentions on Twitter and Facebook, the 2012 Finals were only outbuzzed by the 2012 Super Bowl and the 2012 Grammys.
Info graphics of 2012 suggest that Fox generated the most comments on Facebook and Twitter from September to May for primetime series programming and all series programming, with American Idol, Glee and The X Factor leading the charge online. The much-beloved musical series “Glee” ranks first with almost 200,000 comments per episode.
But when you add in sports and special events, the data reveals that CBS leads in social media conversation with 44.2 million comments. Given that the Grammys, NFL Football, and NCAA March Madness all aired on CBS, this increase in social chatter makes sense.
Clocking in at 1.4 million social media comments, FOX’s series finale of “American Idol” made history as the most commented-on series episode ever.
For the 2011-12 TV season overall, CBS wins the award for the most social media comments with the 54th Annual Grammy Awards, which garnered 13 million social media posts.
Social TV has grown significantly in the past year as more viewers incline to social media to discuss their favorite shows and TV events. Just a year ago an on-screen hash tag was uncommon. Now shows are integrating social strategy from the initial stages, and what results is a fascinating feedback loop between viewer and content creator.
But the question remains that whether do we able replicate all this in India?
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