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For years, it has been assumed that home internet usage would cannibalize live television viewing, but there’s something interesting happening between social networking and live television. Could it be that what Pete Blackshaw termed “telecommunities”–people simultaneously watching live television programs and chatting in real time with an online network of like-minded fans–will gain scale and give consumers a reason to stick with live viewing?
Let’s look at what happened during the Oscars.
During this year’s broadcast, we used Nielsen’s “Convergence Panel”–a sample of homes in which we measure both television and Internet in the same households–to monitor the people in our panel who were simultaneously following the Oscars on live television and over the Internet.
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