Media is now available in many different formats – television, radio, internet, mobile, cell phone, tablet – because of this development of new media, broadcasters now need to find new ways to reach out to their audience and really connect with their viewers. Since people are always on the go, they want to be able to receive their news and updates from wherever they are.  Having an accessible outlet on the go is a must – social television is arriving

” ‘Social television‘ constitutes a fundamental shift in how people interact and socialize around audiovisual content…Features in social TV include remote talking or chatting while watching a television program, content-aware lists that show what your friends are watching, sharing and recommendation of video material based on social network statistics and trends, and easy accessible Twitter streams associated with a particular program. These changes also led to reinventing the very concept of audience.”

In this present day, the audience wants to be able to partake in the broadcasting world – they like to be able to feel as though they’re contributing something to society.  Social media has transformed our society in this way because more and more people are expecting to become involved in the conversation – even if that conversation is with a company. Because of this, generating audience participation is crucial in surviving as a broadcasting station or successful company.  You have to enable your audience to “become part of the conversation” in order to successfully generate publicity.

“Social media are providing instant feedback to television executives about the level of acceptance of the programs as they are broadcast, also becoming a thermometer to measure the level of audience engagement.”

Some user generated content campaigns have been a success – for example, Doritos enabled users to submit their own content that could potentially be featured on the Super Bowl commercial.  However, what was excellent about this particular strategy, was that they had users create their own commercial and they would then fund the winner to create the Super Bowl commercial.  Not only did this provide excellent publicity for Doritos, but it also gave them a lot more user generated content that could then go towards promoting their company.

“Television” is benefiting from the advantages provided by the Internet, incorporating online services and using the web as a new channel to enhance
viewers’ participation.”

How will your company leverage user generated content, social media and television to enhance audience engagement and build brand awareness? Be sure to leave your ideas in the comments section below!