Happily Married: TV And Social Media
Marriage is a bond between two people that is built on love, trust and is here to increase the value of each other’s lifes. So the constitution of marriage is 1 + 1 = 3, if you will.
I believe that a great long-lasting, interdependent marriage is in the making by combining Social Media and Television. Just look at RTL’s talent show: The Voice Of Holland.
Yesterday evening I was watching The Voice Of Holland on RTL4. This is a talent show where very talented singers battle one another to win the titel; best singing talent of Holland. What intrigued me was the Social Media integration within the programme.
Which made me think; isn’t television a Social Media?
We tend to call platforms such as Twitter, Facebook or Flickr Social Media; but despite the mass coverage of Television; I feel that is has a tremendous social character. Predominantly talent shows or bigs games and sorts have that social DNA. People gobble it up like ham on rye; they throw parties around it, talk about it during lunch, by the watercooler at work and have evenings in watching it with friends and so on.
Why? Because we love to watch, but we also love to talk and to talk back! So I think we can agree on TV shows being social.
The Voice Of Holland puts their Facebook, Twitter and Hyves pages out there to interact with their target audience, to give them back-stage passage and to provide them with scoops. Whilst engaging, RTL learns from the people watching the show.
In addition to the distribution and communication side of the social media integration; there is an enormous commercial benefit for all stakeholders.
One of the judges, Angela Groothuizen, was wearing a dress that was quite appealing to all the ladies watching. The company that sells the dress Tweeted (hash-tagging TVOH – The Voice Of Holland) that the dress that celebrity was wearing was for Sale in the webshop. Soon that company was selling “sorry, we’re out of stock” for an answer: not bad for an evening behind the telly?
For RTL there is a another great opportunity; selling advertisements to brands through their owned Social Media. All the sponsors are mentioned excessively on the branded Social Pages and during the show RTL adverts almost non-stop; they call it non-spot commercials. Personally I felt I was looking at one big commercial… Samsung Tabs, Vodafone, Ipad Apps and Blackberry’s where mentioned or shown any chance possible.
Social Media is about building relationships and creating value across the line; not just a new medium to push your content. I am not sure what the angle is for RTL just yet; we’ll just have to wait and see.
So Social Media is not a threat to Television, on the contemporary: it is complimentary. It provides the right insights, engages and distributes the promise; a relationship that is adding value throughout its lifetime.
I’d say the right ingredients for a happy, long-term and valuable marriage!
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On november the 26th Winston (presentator of the show) asked people to become friends with nigel on Hyves (www.nigelbrown.hyves.nl). People acted immediatly and almost 10.000 people became friends with him on the dutch social network that night. The power of television!
what a great call to action; does that mean that Nigel had to approve 10,000 friends?
Do you know why the presenter asked the audience that?
The approval of friends isn’t necessery at Hyves, it goes automically when you have a special account for famous people, thank god
I don’t know why he said it, he was showing some Facebook, Twitter and Hyvespages on a screen and the Hyves profile page from Nigel was on it. I think it was a coincidence, he could have asked it for every other contestant from the show I guess. He is trying to get everybody to socialmedia all the time with everything. And that’s a good thing ofcourse!
I agree that television is complimentary and not competition. For example if we see something interesting on TV, we use Social Media to spread the information. We also do research and start interacting about that topic.
Look at this infographic about social media and The Voice of Holland candidates:
http://www.mobypicture.com/user/wouterglaser/view/8534992
Tonight the finale!
[...] in particular Facebook and Twitter. We had Social TV 1.0 in Holland with the Voice Of Holland (see article), but now we see it amped up to new hights. I am curious to see what RTL will do for the new [...]
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