A new addition to social networks – television channels
For years, it has been assumed that home internet usage, especially social networking would cannibalize live television viewing. Social interaction online was following a pattern that a lot of the now popular media followed in their formative years, only more so. The advent of social networking over the past few years has witnessed millions of users signing up and contributing to online activity, with sustained and ever growing interest. It was the kind of interest that followed the introduction of live television. There was word going around that social networking might even one day make television viewing obsolete with personalized visual content available online, but there’s something interesting happening between social networking and live television.Both social networking and television reach out to a large viewing audience, and instead of one overpowering and making the other obsolete, social networking is now being used to promote television viewing by the television networks, the latest being the introduction of MTV House. MTV House is a fascinating 3-D social network that promotes interaction between MTV’s young audience and allows the network to reach out better to its viewership through interactive content, competitions and promos. The MTV House site has been created to resemble a prefab building that contains a number of rooms where users can interact with channel-based characters and one another through alter egos called Avatars.
The ‘house’ offers MTV interesting branding opportunities through generic advertising through themed rooms and sponsorship, a potential gold mine. Networking sites like MTV House contribute to building an online community for audiences passionate about television viewing. Their digital activity is constantly evolving and adapting, providing for an enhanced viewership experience, allowing the viewing audience to express themselves better.
By carrying out continuous research to find out what the audiences really want and by introducing this enhanced user experience where the audience can interact with each other and the brand, the television networks are in turn responding to their needs.While there is still a lot to learn about the interaction of social networking and TV, it’s clear that there is opportunity for network programmers and advertisers to leverage social networking to drive audience participation with both the programs and the advertising. Any show with a deeply loyal fan base could drive live viewing and deeper engagement through these telecommunities.
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