Posts Tagged ‘social tv’
Have you ever watched TV while using a laptop, smart phone, or tablet? Wait, why am I asking. Of course you have. That’s what we all do now right? So I guess the real question to ask is how often do you use Twitter vs. Facebook while watching TV? In many ways, Twitter is becoming a bona fide second screen experience while watching television. And in many ways, TV may also serve as the second screen to those engrossed in their Twitter streams. If you think about it, the idea that the TV becomes the second screen to digital experiences is rather provocative. Perhaps this is why Twitter is making some notable moves in the television analytics market recently.
As a digital analyst, it’s my job to study how technology disrupts business markets and models. As an aspiring social scientist, I also study technology’s impact on culture and behavior. These two worlds are colliding with increasing velocity as each day passes. One of the trends I’ve been following over the last several years is the relationship between TV, smartphones, tablets and PCs.
The Pew Internet and American Life Project recently published a study that found 50% of cellphone owners use their phones while watching TV. Connected viewers are not only driving the rise of Social TV, their activities are opening new windows for real-time multi-screen experiences that require design.
The future of TV is much more than social, it’s a multi-screen experience that takes design. Often, producers, broadcast and movie marketers and brands alike underestimate the role social media plays as consumers watch, share, and interact. Whether its watching movies, TV shows or listening to music, consumers will have at least one-to-two other devices in grasp or within reach. Depending on the device, each screen is used differently and with purpose. As a result, each screen requires the thoughtful development of an engaging or entertaining experience.
The future of television is much more than social; much in the same way that the future of media is too, more than social. Social is a fabric; it connects the individual nodes that make up the human network. But, social however, is not a means to an end. And, as such, the same is true about the working theories driving Social TV. Understanding the role social plays in how viewers connect with programs and other people is essential to defining the future of television.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.