Think people on their smartphones are distracted when watching TV? Think again. Media scientist Deb Roy has told audiences at the MIPTV conference in Cannes that Twitter and TV are “a shared synchronised social experience”.
Think people on their smartphones are distracted when watching TV? Think again. Media scientist Deb Roy has told audiences at the MIPTV conference in Cannes that Twitter and TV are “a shared synchronised social experience”.
During the presentation, Roy emphasised how Twitter could enhance the impact and possibilities of television, concluding that Twitter is therefore a better partner for broadcasters, TV producers and advertisers than its rival Facebook.
Focusing heavily on data visualisations to show how chatter about TV shows and ads spreads on Twitter, Roy continued: “It’s live, it’s public and it’s conversational. We use it in the moment to talk to everyone who cares to listen. And we use it to converse: to exchange words. A synchronised social soundtrack for whatever is happening in the moment, as a shared experience.”
Roy’s “social soundtrack” argument compares Twitter buzz to the impact that actual soundtracks had on films after the silent era, suggesting that using Twitter enhances the experience of TV rather than distracting from it. Roy gave some examples of TV shows and events that have sparked conversation on Twitter, including this year’s Oscars awards, when more than 5m people sent 19m tweets that were seen by 37m people.
Can Facebook keep up? It seems not. Twitter is working with research firms like Nielsen to pursue strategies of involving broadcasters with data indicating that Twitter buzz can persuade more people to tune in. For branding, this means that advertising around “highly social” shows will get a better return on investment.
Does Twitter enhance your experience of TV? Or do you just get distracted? Do you think that Twitter is our “social soundtrack”? Let us know on Twitter @DotRising
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