Can it be? Social networks are making appointment TV relevant again!
March 2, 2011
I was struck by a recent Tweet from mutual friend and follower, Tim Leake: The twitter chatter during the Oscars was almost enough to make me watch in real time. Could social media be a DVR-killer?
I Tweeted back: Could be a big deal, actually.
His reply: Certainly makes real-time chatter-worthy programming more valuable to advertisers. Perhaps it needs to be cultivated more.
Up until Tim’s Tweet, I hadn’t tied these thoughts together, even though I was one of the multitude of Oscar watchers Tweeting about it in real time. Forget that this year’s telecast was painfully dull (so much for youthful hosts making it “hip and relevant.”), the Academy Awards (like the Superbowl), attracted a huge audience. A huge live audience. In other words, people didn’t Tivo the show and watch it later. The vast majority consumed it in real time. It was more than just entertainment. This was an event. Eventainment.
Given the Oscars and Superbowl involve winners and losers, God forbid anyone miss the live feed and have to get the results from some benign website or doofus at work. No surprise both events are on Sunday, furthering their popular appeal, giving everyone something to talk about at the water cooler on Monday.
Put an asterisk on that last comment. Because, regarding the Oscar’s, I’d argue the water cooler chatter began on the Red Carpet, with fans Tweeting about this star’s dress and that one’s hair. When the telecast actually started fans were already entrenched in conversations with their “followers” and “friends.”
Everyone in Adland needs to vociferously thank Facebook, Twitter and other applications for making real time TV relevant again. Since the advent of Tivo, advertisers have understandably grown wary regarding the numbers of viewers watching their shows. But with legions of fans following and commenting in real time, they no longer fast-forward through the commercials! They can’t. Ironic this turnabout, given social media and the Internet are supposedly television’s great assassins.
Granted, event television is special but imagine if ordinary programming captured real time audiences the same way, by exploiting social media. If fans wanted to join the conversation regarding their favorite shows they would have to tune in to the live feed, just like in the olden days!
I’m guessing numerous shows are starting to figure this out, especially reality programs, which are largely driven by their oversize personalities. Still, if I’m a network exec trying to create more audience (and value) for my show, I’m thinking social media campaign. If one knows that “followers” of a given show are actually watching the show when they’re supposed to that gives power back to the networks (and myriad ways to advertise, promote and sell), while at the same time feeding people’s desire to stay current. A win-win. And an unexpected one at that.
Tim Leake is a Creative Director at Saatchi & Saatchi NY. He often speaks at the Hyper Island Master Class in Digital training. His Twitter handle is @tim_leake