We all know that Twitter and Facebook are important new players in the DNA of television, but the digital media research company Futurescape goes a step further in a new report on social TV.
“Facebook and Twitter are now power brokers for the global television industry,” explains the executive summary. “Their ability to create new business opportunities and engage viewers, boosting advertising and pay-TV revenue, gives them a significant and increasing influence over all aspects of television.” More from the report:
- Many viewers already communicate via Twitter and Facebook on mobiles and laptops while watching TV. This trend can only grow: consumers are buying Internet TV sets with Facebook and Twitter apps pre-installed and also entertainment tablets, such as the iPad.
- Connected TV sets with Twitter and Facebook apps mean that television programming will co-exist with social media on the same screen. Television shows will be viewed with an on-screen, social context.
- Pay TV electronic program guides (EPGs) are incorporating Facebook and Twitter: this lets viewers instantly recommend shows to friends and followers, encouraging them to subscribe to pay-TV channels for particular programs.
To us, the last point is the most important. And not just pay TV guides, but program guides everywhere, from tablets to TV sets (we’ve heard them referred to as Social Program Guides, or SPGs). When conversations on Facebook and Twitter begin to influence what shows are highlighted in SPGs — shows trending overall and what your friends are recommending — suddenly the ROI is immediately obvious.
Of course, Facebook and Twitter aren’t the only players — dozens of startups are battling it out in this space. But the two social networks have a big reach advantage out of the gate.
