Analyze how some brands use social TV to form deeper relationships with viewers and create digital engagement. Social TV is a combination of live TV viewing and social media usage. Consumers use social media to share views on the event, shows, or content. In its most sophisticated form, social TV allows viewers to interact with the program itself. This new concept of “participation TV” entails programs that make instant audience participation part of their core concept.

• Select a show that does a good job of using social media to allow viewers to interact with the program.
• Look at Twitter and Facebook for the show. Estimate the level of interaction the show has generated and share examples.
• Analyze how the show has achieved the stated level of interactions among its audience and detail how the show producers encourage social participation and engagement with their brands.
• Visit several of the show’s media channels (For instance, YouTube, Facebook, Twitter, website, and mobile app) and analyze the:
  • Level of Brand Integration.
    • Is the message consistent across the different platforms or is it tailored by channel and/or audience?
    • Explain the reasons behind their approach.
• Looking back at viewership of the show from prior years, has social engagement increased program ratings? Why do you think that is the case?