Monday, June 13, 2011

Television Goes Social!

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Originally posted on Socialnomics
If you’ve been watching television the last few months, you may have noticed the abundance of hashtags on your television screen. Television networks are starting to recognize the impact that Twitter has on television viewers.  As a result, networks are starting to display hashtags on televisions screens during your favorite shows.  These hashtags are a way for networks to promote their shows on Twitter, grow their audience, and reach out to Twitter users who may not already be active television viewers. It creates buzz around certain shows and sparks conversations that normally might not occur. In addition, it allows networks to get immediate feedback on their shows: what viewers like, what they don’t like, what drives viewers, and what is most talked about. For shows such as Glee and American Idol, which are often already a part of Twitter’s trending topics, hashtags on the television screen help to aggregate posts and ensure that viewers are using the show’s official Twitter hashtags. Below, we explore some shows that have tried this and the impact that it has had:

Back in March, Comedy Central started the hashtag trend during the Roast of Donald Trump. Comedy Central announced that thanks to #TrumpRoast, the Roast of Donald Trump became its most watched show in history. The hashtag was used more than 27,000 during its 1 hour telecast.
Since Glee is already a hot topic on Twitter, #Glee was displayed on television screens in order to more efficiently aggregate tweets by encouraging users to tweet using the official hashtag rather than hashtags such as #Gleek or #Gleeks.
During the Royal Wedding, CNN displayed #CNNtv on television screens in addition to featuring tweets from users that utilize this hashtag. Twitter announced that when Prince William arrived at the Westminster Abbey, #CNNtv mentions spiked at 252 tweets per minute.
The Voice features four judges who all have a Twitter following of over 100,000. During the East Coast premiere of the show, each host tweeted using #TheVoice and some of their top tweets were displayed on television screens across the country. The night of the premiere, The Voice won in the 18-49 demographic with a 5.1 Nielson rating. It was NBC’s strongest premiere since The Jay Leno Show (says TVbytheNumbers).
Have you seen hashtags on the television screen during your favorite show? Have you tuned in to a show because you noticed the hashtag on Twitter? Let us know in the comments!


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