Twitter And The Future Of Social TV

Twitter’s betting big on television.

How big? As the second screen becomes more and more important (and significant) for TV networks – upwards of 80 percent of U.S. viewers have used smartphones or other portable devices while watching TV – Twitter has aggressively positioned itself to take full advantage, both from the cross-correlation of eyeballs, and to scoop up as many marketing dollars as possible.

Join John Wooden, Director Strategy and Production at CONAN, Cait Hood, VP of Social Media at Fox Broadcasting, Robert Hayes, Executive Vice President, Digital Media at NBC Entertainment and others at Lost Remote, the first and largest industry site dedicated to social TV, which is bringing its hit conference to the West Coast.

In their exciting session, The Future of Social TV: What Networks are Planning for the Spring and Summer TV Season, these Shorty Industry Award finalists and winners from TV networks will each present a breaking piece of news in social TV for their network, followed by a brief Q&A on how to run a successful campaign.

Hashtags, of course, are already everywhere, and they’re especially prevalent on television. Twitter knows this, and has bent over backwards to help out.

But hashtags are just the start.

A partnership with Comcast and NBC Universal will soon allow Twitter users to “tune into” a TV show directly from a tweet, with a new “See It” button providing additional functionality and content.

Twitter’s longstanding agreement with Nielsen is proving fruitful – a recent study showed that there’s a circular relationship between tweets and top TV shows, with tweets triggering a change in ratings across 29 percent of shows.

To further develop this synergy, Twitter has been buying relevant companies as part of its aggressive acquisition strategy, including New York-based Trendrr, which provides TV networks, publishers, and media agencies with tools to track social TV engagement.

And with the IPO now out of the way, Twitter’s own smartphone app is expected to go through a significant change, with a new, stream-based system likely to more heavily incorporate TV and TV-related content.

All of which begs the question: is Twitter the future of social TV, or is Twitter becoming more like television?

Lost Remote will take place in Los Angeles on December 13, 2013 – register now and save!

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