Yesterday marked the one year anniversary of TODAY‘s ‘Orange Room’ – the digital space on the morning show’s set that exemplifies social TV. The room has allowed fans to participate like never before and provides TODAY hosts with fresh source material each morning. The Orange Room is staffed 24 hours a day, and host Carson Daly and the Orange Room team turn to social to get a sense of what TODAY’s audience would like to see produced each morning.
“It’s incredible how groundbreaking this project has been in the world of morning television,” Orange Room Producer Adam Miller tells Lost Remote. “The Orange Room was the first of its kind to integrate social into a live morning broadcast & its impact was made clear early on during the government shutdown when #DearCongress was born in the Orange Room and immediately took off, trending online & starting a national conversation offline as well. This was a great example of how the Orange Room & TODAY continue to set the agenda on a daily basis, with our viewers really leading the charge, telling us the stories that matter to them the most.”
Yesterday was also Daly’s one year anniversary and TODAY celebrated the dual anniversary with a special hour-long livestream on TODAY.com. Parts of the stream were integrated into the telecast, and featured surprise guests Seth Meyers, Phillip Phillips, and the Holderness family (known for their “Christmas Jammies” viral video). It was the first time the Orange Room hosted its own web show.
The segment has certainly been a groundbreaking social TV activation for a morning show – and a live show in general – and we asked Miller what’s next in the evolution of the Orange Room:
“We’re looking forward to continuing the momentum we’ve built over the past 12 months and excited about what’s to come, Miller said. “We’re launching a new series, “TODAY’s Takeover” where a newsmaker or celebrity will join Carson in the Orange Room for the morning and take over all of TODAY’s social channel, giving our audience direct access to Studio 1A and a major guest. Content creation is going both ways and we continue to expand our digital only franchises. I’m incredibly proud of the work that we’ve accomplished over the past year and think our viewers and social community will be excited by the surprises and plans we have in store for the next 12 months. I have no doubt that TODAY and the Orange Room will continue to lead the charge and pave the landscape for social integration in morning television.