4iP Funds Branded Twitter Aggregation Client HashDash

imageIt seems you can’t turn on the TV these days without being implored to share your every reaction with your Twitter followers. Tapping into the lively and ever-growing discussion that accompanies big TV events, Channel 4’s new-media investment vehicle 4iP on Thursday announced it has funded HashDash, a company that creates branded Twitter interface clients for telly addicts to discuss specific shows.

HashDash gets its first outing tonight for the launch of Big Brother series 10 on Channel 4: for 24 hours all Tweets, including the #bb10 tag, will appear on a public demo of the HashDash interface, so while you can’t use a Big Brother-branded Twitter client yet, you can watch it in action.

We’ve already seen huge Twitter traffic for events like the Eurovision Song Contest, ITV’s FA Cup Final coverage and the BBC’s Apprentice and each of those broadcasters has invited viewers to “join the debate” on Twitter using a hashtag and then re-published Tweets on their own sites through Twitter’s API.

So HashDash wants to make the TV brands part of the Twitter conversation and help broadcasters stay involved in the debate by creating a destination for it. And as the company says, in a time of falling ad rates for linear TV, when broadcasters are looking to sign ad deals based on how much social engagement a show has, this could be one way of measuring it.