Experiments like this one are a sudden priority in television land. As more and more people chat in real time about their favorite shows — on Facebook, Twitter and a phalanx of smaller sites — television networks are trying to figure out how to capitalize.
It’s as if people are gathered around the online water cooler — and the television executives are nervously hovering nearby, hoping viewers keep talking and, by extension, watching their shows.
Experts like Ian Schafer, the chief executive of the digital agency Deep Focus, say that Twitter and Facebook messages about shows may well be “the most efficient way to drive tune-in.” Though it is hard to prove the link, Mr. Schafer sees it firsthand when a news segment catches his attention or a basketball game is in overtime. “I’ll say on Twitter or Facebook, ‘You have got to tune into ‘Nightline’ or ‘60 Minutes’ right now,’ and then I’ll get people saying, ‘Oh, thanks for alerting me,’ ” he said.
The water-cooler effect makes big shows even bigger — the Grammy Awards had its highest rating in a decade on Feb. 13 — and gives small shows a new way to stand out.
On the same day as the Grammys, Howard Stern demonstrated the latter with his stream of Twitter posts during a re-airing of his movie “Private Parts.” Suddenly, some people flipped over to HBO2 to follow along, and Twitter executives were thrilled. Adam Bain, one such executive, wrote, “This is what fiction TV producers should do every week.”
Acts like Mr. Stern’s make television viewing more social, even if the viewers are in separate rooms (or states).
“In a sense, you are in the living room, watching together,” said Jeff Probst, the host of “Survivor,” who used Twitter to talk with fans during the show’s season premiere last Wednesday while flying from New York to Los Angeles. Mr. Probst plans to make such viewing a weekly habit this season.
Television executives say the chats deepen viewers’ interest in a show, making them more likely to watch next time. BET stunned its competitors last month when “The Game,” a sitcom about football players’ relationships with women, drew more than seven million viewers, thanks in part to fevered online chatter. Debra Lee, the chief executive of BET, said “we can now tell when something’s a hit almost immediately — by seeing how many of the trending topics on Twitter belong to us.”
Twitter generally lists 10 such trending words at a time, and in the evenings, television shows are well-represented.
Television networks as well as some technology companies, Twitter chief among them, see benefits to their business from this behavior. Dick Costolo, the chief executive of Twitter, said last week at a mobile conference in Barcelona that online conversations about TV shows turn the programs into events, “meaning people watch them as they happen,” blunting the impact of digital video recording.
He may have overstated the impact of Twitter — digital recording remains prevalent — but it is clear that many people feel they have to watch some shows as they premiere in order to keep up with conversations online.
“We know people are multitasking while they’re watching TV,” said Albert Cheng, the executive vice president for digital media for the Disney/ABC Television Group, which oversees ABC. “The question is, how do we tap into that and create a whole different consumer experience?”
“We don’t have all the answers,” he added, “but we are definitely trying different things and seeing how people are reacting.”
In this television season, ABC introduced iPad apps for two shows, the since-canceled “My Generation” and the medical drama “Grey’s Anatomy,” that sync up polls and trivia to the premieres of new episodes. Those apps, for Mr. Cheng, double as research labs.
Article from NY Times by Brian Stelter
