Social TV and its Impact on the Marketing, Monetization and Experience of Television

Social media are impacting both how television shows are marketed, promoted and discovered, and how they are viewed -- among other things, reviving linear television in what until recently was expected to be a largely on-demand TV age. The social TV phenomenon arguably also has the potential to transform the economics of television by fostering social commerce and by enabling the generation of highly granular data on viewer engagement with programming and advertising. This session, which features representatives of two leading players in the social TV space, two start-ups that are offering alternative approaches to social TV, and a programming network that is embracing social media as an integral part of its marketing strategy, will address such issues as: Best practices and challenges when using social media as a promotional tool --  can social media be a double-edged sword?; the kinds of data on viewer response to programming and advertising that social TV is generating; the prospects for TV-specific platforms in a social media environment that appears to be increasingly dominated by Facebook and Twitter; the reward psychology of social TV -- how effectively virtual and real rewards, such as badges, credits, game-play and prizes, are being used to promote viewer engagement with programming; how social TV relates to the emerging field of social commerce; the respective benefits of consumer-facing, white-label, ACR-based and check-in-based approaches to social TV; how best to enable personalization of the social TV stream; and the extent to which programmers should consider building social- media elements into a show from the ground-up.

Panelists include:

  • Todd Greene, CEO, Loyalize
  • Amber Harris, Director of Social Media, Discovery Communications
  • Fraser Kelton, COO, GetGlue ? Ryan Lawler, NewTeeVee (moderator)
  • Somrat Miyogi, CEO, Miso
  • Will Wright, Co-Creator of "Bar Karma" (Current TV), Creator of "The Sims"