How TV is becoming more social

This article considers the impact of audiences increasingly using social media while watching TV, and how social mentions and TV interact and affect each other's popularity.

How TV is becoming more social

Andrew StephenUniversity of Oxford

Audiences increasingly use social media while watching television. This has a two-way impact: TV viewing prompts social mentions, and social mentions affect the popularity and shaping of television. This 'social TV' phenomenon is highly beneficial to marketers and advertisers, therefore understanding the interplay between TV and social media is essential.

During one weekend in the winter of 2002 the national phone network in the UK was under threat of collapse and the National Grid anticipated power cuts amid fears of huge surges in electricity demand. A record total of...

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