At NewTeeVee Live, Robin Sloan talked about how Twitter is fast becoming the global TV watercooler. Certainly, the power of Twitter to facilitate real-time conversation during live viewing — as illustrated by Sloan — is impressive. As I discuss in my weekly update at GigaOM Pro (subscription required), there is no doubt that the broader integration of social media like Twitter into and around TV content is creating new opportunities in four areas: viewing, measurement, curation and commerce.
Let’s take a look at each.
While the early social viewing implementations have largely been Mystery Science Theater 3000 knockoffs, the real action for viewing parties is at Twitter. The network’s real-time nature allows for interaction and surprise for fans who want to engage with others during the live-viewing experience. This isn’t to say that Facebook won’t show up at the shared viewing party, though.
Sloan’s presentation displayed fascinating visuals on how Tweet activity changes in live show windows (for example, the chart below, which shows Tweet activity during the first episode of this season’s Dancing With the Stars). This is a gold mine of information for brand marketers and TV execs looking to understand, down to the minute, how people react to different parts of different shows.
While curation is a big topic on the consumer web, it really hasn’t hit the video world yet. Startups like Shortform and Redux are beginning to enable curation of video content, but it won’t be long before personalized video channels will be created for TV viewing. This means not only do we get to look forward to creating our own channels someday, but may have to suffer through some media personalities becoming their own broadcasters.
Much of the hot startup activity in the web world in 2010 has been all about commerce on the computer screen, but it’s logical to think as connectivity goes to the best screen in the house, social commerce will also become social TV commerce. Imagine a social overlay on top of a QVC channel or even a lifestyle channel with a highly desirable demographic. The ability for a brand to offer a TV-based “Groupon” type offer and that also allowed a person to share with their own social graph could be highly compelling.
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