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Social television is the union of
television Television, sometimes shortened to TV, is a telecommunication medium for transmitting moving images and sound. The term can refer to a television set, or the medium of television transmission. Television is a mass medium for advertising, e ...
and
social media Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks. While challenges to the definition of ''social me ...
. Millions of people now share their TV experience with other viewers on social media such as
Twitter Twitter is an online social media and social networking service owned and operated by American company Twitter, Inc., on which users post and interact with 280-character-long messages known as "tweets". Registered users can post, like, an ...
and
Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Mosk ...
using
smartphone A smartphone is a portable computer device that combines mobile telephone and computing functions into one unit. They are distinguished from feature phones by their stronger hardware capabilities and extensive mobile operating systems, which ...
s and tablets. TV networks and rights holders are increasingly sharing video clips on social platforms to monetise engagement and drive tune-in. The social TV market covers the technologies that support communication and social interaction around TV as well as companies that study television-related
social behavior Social behavior is behavior among two or more organisms within the same species, and encompasses any behavior in which one member affects the other. This is due to an interaction among those members. Social behavior can be seen as similar to an ...
and measure social media activities tied to specific TV broadcasts – many of which have attracted significant investment from established media and technology companies. The market is also seeing numerous tie-ups between broadcasters and social networking players such as Twitter and Facebook. The market is expected to be worth $256bn by 2017. Social TV was named one of the 10 most important emerging technologies by the ''
MIT Technology Review ''MIT Technology Review'' is a bimonthly magazine wholly owned by the Massachusetts Institute of Technology, and editorially independent of the university. It was founded in 1899 as ''The Technology Review'', and was re-launched without "The" in ...
'' on Social TV in 2010. And in 2011, David Rowan, the editor of ''
Wired ''Wired'' (stylized as ''WIRED'') is a monthly American magazine, published in print and online editions, that focuses on how emerging technologies affect culture, the economy, and politics. Owned by Condé Nast, it is headquartered in San Fran ...
'' magazine, named Social TV at number three of six in his peek into 2011 and what tech trends to expect to get traction.
Ynon Kreiz Ynon Kreiz (Hebrew: ינון קרייז; born 1965). is an Israeli-American businessman and current Chairman and CEO of Mattel.. He served as Chairman and CEO of Fox Kids Europe from 1997–2002, Chairman and CEO of television and digital produ ...
, CEO of the
Endemol Endemol B.V. was a Dutch-based media company that produced and distributed multiplatform entertainment content. The company annually produced more than 15,000 hours of programming across scripted and non-scripted genres, including drama, reality ...
Group told the audience at the
Digital Life Design Digital Life Design (DLD) is a global conference network, organized by Munich-based DLD Media, a company of Hubert Burda Media. In 2005, Stephanie Czerny founded DLD as an annual conference scheme. Its main purpose is to connect business, creati ...
(DLD) conference in January 2011: "Everyone says that social television will be big. I think it's not going to be big—it's going to be huge". Much of the investment in the earlier years of social TV went into standalone social TV apps. The industry believed these apps would provide an appealing and complimentary consumer experience which could then be monetized with ads. These apps featured TV listings, check-ins, stickers and synchronised second-screen content but struggled to attract users away from Twitter and Facebook. Most of these companies have since gone out of business or been acquired amid a wave of consolidation and the market has instead focused on the activities of the social media channels themselves – such as Twitter Amplify, Facebook Suggested Videos and Snapchat Discover – and the technologies that support them.


Twitter

Twitter and Facebook are both helping users connect around media, which can provoke strong debate and engagement. Both social platforms want to be the 'digital watercooler' and host conversation around TV because the engagement and data about what media people consume can then be used to generate advertising revenue. As an open platform, conversation on Twitter is closely aligned with real-time events. In May 2013, it launched Twitter Amplify – an advertising product for media and consumer brands. With Amplify, Twitter runs video highlights from major live broadcasts, with advertisers' names and messages playing before the clip. By February 2014, all four major U.S. TV networks had signed up to the Amplify program, bringing a variety of premium TV content onto the social platform in the form of in-tweet real-time video clips. In June 2014, Twitter acquired its Twitter Amplify partner in the U.S. SnappyTV, a company that was helping broadcasters and rights holders to share video content both organically across social and via Twitter's Amplify program. Twitter continues to rely on Grabyo, which has also struck numerous deals with some of the largest broadcasters and rights holders in Europe and North America to share video content across Facebook and Twitter.


Facebook

Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Mosk ...
made significant changes to its platform in 2014 including updates to its algorithm to enhance how it serves video in users' feeds. It also launched video autoplay to get users to watch the videos in their feeds. It rapidly surpassed Twitter and by the end of 2014 it was enjoying three billion video views a day on its platform and had announced a partnership with the NFL, one of Twitter's most active Twitter Amplify partners. In April 2015, at its F8 Developer Conference, it revealed it was working with Grabyo among other technology partners to bring video onto its platform. Then in July it announced it would be launching Facebook Suggested Videos, bringing related videos and ads to anyone that clicks on a video – a move that not only competed with Twitter's commercial video offering but also put it in direct competition with
YouTube YouTube is a global online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second most vis ...
.


TV Time

TV Time Television, sometimes shortened to TV, is a telecommunication medium for transmitting moving images and sound. The term can refer to a television set, or the medium of television transmission. Television is a mass medium for advertising ...
is a television dedicated
social network A social network is a social structure made up of a set of social actors (such as individuals or organizations), sets of dyadic ties, and other social interactions between actors. The social network perspective provides a set of methods for an ...
that allows users to keep track of the television series they watch, as well as films. It also allows them to express their reaction to the media they have seen with episode specific voting for favorite characters and emotional reaction to episodes, as well as commenting in episode restrictive pages. This way users are able to avoid spoilers while also finding a precise audience and community for each of their interactions, as opposed to bigger, non-television dedicated social medias such as Facebook and Twitter where the likelihood of unintentionally reading spoilers is much higher. ''TV Time'' offers an analytics service called "TVLytics" where the votes and reactions collected from users can be studied for research and television production purposes.


Advertising

According to Businessinsider.com, there are variety of applications for social TV, including support for TV ad sales, optimizing TV ad buys, making ad buys more efficient, as a complement to audience measurement, and eventually, audience forecasting and real-time optimization. Social TV data can ease access to
focus group A focus group is a group interview involving a small number of demographically similar people or participants who have other common traits/experiences. Their reactions to specific researcher/evaluator-posed questions are studied. Focus groups are ...
s and may create a
positive feedback loop Positive feedback (exacerbating feedback, self-reinforcing feedback) is a process that occurs in a feedback loop which exacerbates the effects of a small disturbance. That is, the effects of a perturbation on a system include an increase in th ...
for generating ultra-sticky TV programming and multi-screen
ad campaign An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and conc ...
s.


In numbers

Viewers share their TV experience on social media in real-time as events unfold: between 88-100m Facebook users login to the platform during the primetime hours of 8pm – 11pm in the US. The volume of social media engagement in TV is also rising – according to Nielsen SocialGuide, there was a 38% increase in tweets about TV in 2013 to 263m. For the 2014 Super Bowl, Twitter reported that a record 24.9 million tweets about the game were sent during the telecast, peaking at 381,605 tweets per minute. Facebook reported that 50 million people discussed the Super Bowl, generating 185 million interactions. The 2014 Oscars generated 5m tweets, viewed by an audience of 37m unique Twitter users and delivering 3.3bn impressions globally as conversation and key moments were shared virally across the platform. In 2014 the All England Lawn Tennis Club (AELTC), hosts of Wimbledon, used Grabyo to share video content across social. The videos were viewed 3.5 million times across Facebook and Twitter. In partnered with Grabyo again in 2015 and the videos generated over 48 million views across Facebook and Twitter.


Television shows with social integration

Here are some examples of how TV executives are integrating social elements with TV shows: * C-SPAN streamed tweets from US Senators and Representatives during the
quorum A quorum is the minimum number of members of a deliberative assembly (a body that uses parliamentary procedure, such as a legislature) necessary to conduct the business of that group. According to ''Robert's Rules of Order Newly Revised'', the ...
call * ''
The Voice The Voice may refer to: Fictional entities * The Voice or Presence, a fictional representation of God in DC Comics * The Voice (''Dune''), a fictional ability in the ''Dune'' universe * The Voice, a character in the American TV series ''Cleo ...
'' had the judges of the program tweet during the show and the posts scrolls on the bottom of the screen. The use of Twitter also led to an increase in viewers. * "
Glee Glee means delight, a form of happiness. Glee may also refer to: * Glee (music), a type of English choral music * ''Glee'' (TV series), an American musical comedy-drama TV series, and related media created by Ryan Murphy * ''Glee'' (Bran Van 3 ...
" Entertainment Weekly created a second screen viewing platform for the Glee season 3 premiere.


Related publications

* Erika Jonietz. "Making TV Social, Virtually" MIT Technology Review. (January 11, 2010) * AmigoTV (Alcatel-Lucent; Coppens et al.) – 2004 www.ist-ipmedianet.org/Alcatel_EuroiTV2004_AmigoTV_short_paper_S4-2.pdf * Nextream (MIT Media Lab, Martin et al.) – 2010 * Social Interactive Television: Immersive Shared Experiences and Perspectives (P. Cesar, D. Geerts, and K. Chorianopoulos (eds.)) – 2009 * Social TV and the Emergence of Interactive TV – Multimedia Research Group – November 2010 * Interactive Social TV on Service Oriented Environments: Challenges and Enablers (May 2011)


Systems

* Boxee – acquired by
Samsung The Samsung Group (or simply Samsung) ( ko, 삼성 ) is a South Korean multinational manufacturing conglomerate headquartered in Samsung Town, Seoul, South Korea. It comprises numerous affiliated businesses, most of them united under the ...
*
GetGlue tvtag (formerly GetGlue) was a social networking website and mobile app for television fans. Users " check into" the shows, movies and sports that they consumed using a website, mobile website, or mobile app. GetGlue's service was launched in Ju ...
 – acquired by
i.TV i.TV (pronounced i dot TV) is a second screen and social television technology company, and creator of tvtag, a second screen app for iPhone. i.TV is also behind the popular namesake app for iOS and Android, and is co-creator of Nintendo ...
* Grabyo * KIT digital * Miso TV * Tank Top TV * WiO *
Xbox Live The Xbox network, formerly and still sometimes branded as Xbox Live, is an Internet, online multiplayer video game, multiplayer gaming and digital media delivery service created and operated by Microsoft. It was first made available to the Xbox ...


See also

*
Interactive television Interactive television is a form of media convergence, adding data services to traditional television technology. It has included on-demand delivery of content, online shopping, and viewer polls. Interactive TV is an example of how new informati ...
* Personal broadcasting *
Smart TV A smart TV, also known as a connected TV (CTV), is a traditional television set with integrated Internet and interactive Web 2.0 features, which allows users to stream music and videos, browse the internet, and view photos. Smart TVs are a techno ...
* Social aspects of television *
Social media and television Social media and television have a number of connections and interrelationships that have led to the phenomenon of Social Television, which is an emerging communication digital technology that centers around real-time interactivity involving digit ...
*
Social Network Service A social networking service or SNS (sometimes called a social networking site) is an online platform which people use to build social networks or social relationships with other people who share similar personal or career content, interests, act ...
* Social news website *
Social software Social software, also known as social apps or social platform, include communications and interactive tools that are often based on the Internet. Communication tools typically handle the capturing, storing and presentation of communication, usua ...


References

{{Social networking History of television Streaming television Social networks Social media Television technology Television terminology