2009-11-18T13:55:00.000-08:00

Television is losing viewers because of the internet and social media sites such as Twitter and Facebook. Television has to fight to get their viewers back somehow. While television stations and companies have tried many things to regain viewership from social media now they are trying to use and integrate the same thing that has hurt their business to their advantage.

It’s no secret that television audiences have decreased over the past few years. And almost everyone can attribute the rise of the internet and social media to television’s downfall. People would rather talk about (or “tweet” about) what happened on their favorite shows than tune in to them. When it comes to news more people are turning to Twitter for information than CNN. Television is being left behind by viewers more and more every day. So what is the industry to do? They’re taking the “you have to fight fire with fire” approach.

Rather than compete with Twitter or Facebook, Television companies are using them to help increase their audiences. Companies are monitoring fans' reactions and feedback from their programming and are trying to integrate Social Media into their programming in what is being called "Social TV". NBC’s Ellen DeGeneres Show recently had a gas-card giveaway with GMC where fans could follow the show’s Twitter account and participate for a chance to win. Time Warner recently ran “tweets” from fans of its late-night show “Lopez Tonight” on screen in Times Square. And ABC, starting with their new show “V”, has a video feature on its website where you can read comments from shows’ writers and producers and add your own and have it shared on Facebook. Even television news shows are connecting with Social Media websites to try and gain more audience.

While some companies are integrating Social Media to enhance viewers’ television experiences, other companies are using Social Media to get inspiration for more programming.

What do you base a television show on? What people want to see. What do people want to see? The internet and Social Media websites. While that concept may be a difficult one to translate into a television program, Fox and CBS are giving it a go and have recently opted to produce shows based on different internet “memes” that originated from different Social Media. Fox has landed the rights to create a show based on the website “Texts from Last Night” while CBS is picking up the rights to “Shit My Dad Says” and making a show based around that concept.

The Television Industry may have been mortally wounded by the impact of Social Media and the internet, but the integration and drawing inspiration from user generated content through Social Media may help prolong television’s life span. But I think it is just a matter of time before Social Media totally swallows it up and makes the television industry a component of Social Media, rather than the other way around as the Television Industry is attempting to do now. The integration being offered right now are nothing more than gimmicks. If they cannot find a better way to use Social Media to their advantage Television may be in the grave sooner then we think.

Bob's Social Media Report