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I have two kids, one is five, the other is three. You know what one of the most common requests from them is? “Dad, can I please watch the iPad?” As it turns out, this is pretty common – a new report from Miner and Co has found that 57% of the 800 U.S. parents they surveyed said their children now prefer to watch video on a handheld device, rather than TV. It’s a development that has the television industry spooked, and may have wide-ranging impacts on future media consumption habits.
This year, for the second consecutive year, Univision won the July 2014 sweeps, beating out ABC, CBS, FOX and NBC. The news came recently after the 2014 Social TV Awards, where Univision was honored seven times and took home the coveted “Best Broadcast Network” award. For us at Univision, social is an important part of our strategic approach to drive discovery and engagement in a very competitive media landscape.
At some point, television will be a full back and forth with the viewer. Decisions, routes of plot, episode sharing, etc., will all be standard practice. With Xbox One (and many to follow) harnessing social tv as a main leveraging point for its system, it is encouraging the market to shift its viewing experience in this direction – getting closer to a 100% interactivity conversion.
A Viacom survey found that 56% of respondents use social apps on mobile devices to interact with friends while watching their favorite TV programs. In other words, over half of those interviewed (the survey represented a reasonable distribution of the TV viewing audience) are engaging in some form of social interaction with a mobile device while watching their favorite TV shows...
The future of Social TV is not yet written nor has it been broadcast. It takes vision. It takes creativity and imagination. It takes innovation. Most importantly, it takes the architecture of experiences to engage, enchant and activate viewers across multiple screens. A hashtag is not a second or third screen experience. Right now, viewers are taking to multiple screens without any cues or direction. What it is you want them to do or say requires explicit design for each screen.
Despite all the hype and discussion around social TV and the two screen viewing experience, a TVGuide.com survey released today found that 95% of people participate in social TV activities after watching a show, up from 68% last year. Among the other findings, the survey found a majority of people (76%) are motivated to participate in social TV activities due to a feeling that doing so will prevent their favorite show from being cancelled.
Recently Channel 4 frequently displayed a hashtag during a broadcast of Dispatches to encourage discussion. Directing viewers to use a particular hashtag meant that the conversation was contained in one place and not fragmented, and suggests that broadcasters should try to direct hashtag use rather than leaving it up to the random chatter of viewers.
For us marketers engaging in a dialogue with your key audience and cultivating that ongoing relationship is crucial to maintaining brand awareness and loyalty. Social TV is no exception. In the largely uncharted waters of social media, Social TV is an arena marketers can no longer afford to ignore. People are using this space at a rapidly growing rate, and certain television networks, like Discovery Communications LLC and USA Networks, are reaping the benefits. In this post, I’ll discuss what Social TV is reviving an industry, pronounced by many pundits as slowly dying. What can we as brand marketers learn from this Social TV revolution in media? Plenty.