Television is over seventy years old and remains just as healthy as when it started. In fact, research shows that people watch more television each week despite the increased use of internet viewing and mobile video viewing . The internet has actually become a great companion for television. It has allowed viewers to go online and still enjoy their favorite shows.

Internet Did Not Kill TelevisionSocial media has now resulted in a backchannel of live broadcasts thanks to the ability to watch whatever, whenever. While the television industry is changing, it remains an exciting time with more access and more interactive television being produced.

What Does This Mean for Advertising?

Because television itself is changing, television advertising must also experience change. New efforts on this front have created many ways of reaching new audiences. Brands have to synchronize broadcasting advertisements on television with the internet.

Social media has the power to amplify a great show.

The Backchannel

When great historic events were televised, hundreds of thousands of conversations took place about what was viewed all at once. However, those conversations were confined to the kitchens or living rooms of viewers. Thanks to social media blending with television, those discussions can take place on smart phones or laptops, with instant Twitter or Facebook updates as the show is being watched. Successful shows have been able to enjoy additional exposure and support through such social network communication.

Twitter feeds are often public and therefore can result in more attention, however, that does not mean it is the only platform from which television can be supported. Facebook offers support for many television shows by allowing live streaming and “likes”. The difference is that many Facebook profiles remain private so only friends can view them.

Because Twitter remains easy to use the data will get more attention. Even without a Twitter account you can view most Twitter comments and follow information about television shows. Research indicates that 35% of Facebook conversations revolve around television shows while 50% of Twitter discussions revolve around television shows. No matter the social network, the same remains true: social networks are a medium through which the masses share experiences about their favorite television shows.

Thanks to this, social media has allowed people to feel as though they are a part of something much larger, even television. It helps them to feel more connected to the shows because they can find other viewers who felt the same way.

Currently, television networks are embracing this potential for additional exposure by streaming features live not only on television but through Facebook and Twitter social streams. Streaming players are now being embedded throughout many online properties as a means of increasing the reach of the show and the backchannel conversation.