Social networks have changed the way we watch TV. Now instead of our attention squarely focused on the content which is being broadcast, people are increasingly using their laptops, tablets and smartphones to engage with it as well. But the TV is not being left out in the cold when people ‘dual-screen’ as they’re also usually interacting with the programme online.
People will be posting their opinion about the show on Facebook and Twitter and even Googling it. Savvy production companies are getting in on the act by creating interactive online experiences to keep people within properties they own. Tellybug, develops apps that accompanies popular TV shows. They developed the ‘tap-to-clap’ app for The X Factor which allows people to cheer or boo contestants. Programmes such as The Bank Job encourage people to play online. And to play, Channel 4 makes them hand over personal information which can be sold to advertisers to create more targeted advertising.
The bringing together of the offline and online worlds has mutual benefits. For the programme, viewing figures are likely to be boosted. If people’s social feeds are lit up about a show, they are likely to be intrigued and tune in themselves. However, there are bucket loads of opportunities for marketers, the majority of which have not been exploited. The biggest opportunity lies in using people’s passion for the show and the talkability it generates.
Marketers have only been able to show any kind of affinity to a show and the surrounding brand by sponsorship or advertising that merely annoys people. Brands need to throw themselves into the online debate surrounding a show, in doing so will forge a deeper bond with a show’s audience. They can do this by buying search engine keywords or sponsored trends or hashtags on Twitter to make sure when people search online they find the brand. They can also post content about the show which their fans and followers want to share are their social network. What brands essentially need is a strong digital footprint and engaging content which complements the TV content people are watching.
People may wonder why John and Edward made it to the live finals, Louie may have been accused of choosing them because they are Irish, but the main reason why are still in the X Factor is because of the producers. The longer the dynamic duo stay in the X Factor the longer the public will hold interest in the show and the higher the viewing figures will be which will be make the X Factor’s producers very happy indeed.
