Twitter Strikes Useless Deal With NBC To Add Failure-bound Feature

Adding to its list of soon-to-be flops (think #Music), Twitter is going to offer a “See It” button. Why will it fail? Oh, the reasons are many ...


Adding to its list of soon-to-be flops (think #Music), Twitter is going to offer a “See It” button.

Why will it fail? Oh, the reasons are many.

Twitter and TV usage don’t link up.

According to USA Today, “Twitter is where television viewers come to talk about what they’re watching on TV when they’re watching it,” Twitter CEO Dick Costolo said in a statement.

But is it?

It turns out Twitter isn’t quite as good at indicating the popularity of movies and TV shows as it thought it was.

In fact, it’s pretty useless. Along with market research company Nielsen, Twitter has revealed their first set of TV rankings, based on the TV shows that generate the most discussion on Twitter.

And these results are nothing like the primetime most-viewed metrics, also provided by Nielsen.

Between the 23rd and 27th of September, Breaking Bad (sorry, we know it still hurts that it’s over) was the most-discussed TV show on Twitter by a long shot.

But Breaking Bad didn’t even rank in the top twenty for viewership that week. The only show that made an appearance in the top ten of both lists was The Voice.

And it’s not just TV viewership that doesn’t match up. Conversations about Box Office movies are also way off the mark.

The reason? There’s so much white noise on Twitter.

It’s hard to tell when people are talking about movies — those with unremarkable titles, such as Rush and About Time, in particularor if they’re talking about something completely unrelated.

It took a lot of data-crunching, but Felix Ming Fay Wong of Princeton University figured out that roughly half the tweets that appeared to be talking about a movie were more along these lines:


During the times when people are actually talking about their favorite TV shows (and not the mundane details of their lives), NBC thinks they’ve found a way of turning fan enthusiasm into consumption.

But then there’s THIS:

Only Comcast users can tune in.

The recent deal is really between Twitter and Comcast (to stream NBCUniversal shows). Not a fan of The Voice? Then this isn’t for you.

But if you ARE, here’s how it works: if one of your followers tweets about The Voice and it shows up in your feed, you can click the “See It” button, sign in to your pay-TV account and watch it yourself.

Wait, what? This leads us to the next reason you won’t be seeing “See It” for long (see what we did there?):

It’s not free.

Much like Twitter’s #Music, you’ll need to click away and pay to see anything useful (assuming you’re a Comcast user, that is). So it’s restrictive, complicated and we get to pay for it? No thanks.

And finally – what ever happened to keeping things simple, Twitter? This is really anything but.

(Photo Credit: _DaniloRamos)