Watching TV is almost always a social experience. We talk to the people in the room with us. We talk to our friends on the phone, by instant messenger or on Facebook. We talk to people with similar interests in forums and chat rooms. Some of us even just shout at the TV on our own. However we do it, TV often makes us want to talk, share opinions and express ourselves. And some TV programmes make us want to do this more than others.
This week in the UK we saw one TV programme that drove many of us to chat in online communities and social media during the show. Thursday’s Question Time on the BBC featured the leader of the British National Party, saw a record number of viewers and reportedly 12.5 Tweets every second about what people were watching on their screens. Tonight we have two shows which typically attract and a much greater volume of discussions in chat rooms, forums and social media: the X Factor and Strictly Come Dancing.
The discussions and chat that accompanied these shows have been on other sites and using other tools. Tonight, for the first time, both shows have incorporated chat and social media functions into their own sites. This is a significant step for TV broadcasting in the UK. Consumer patterns have changed. We no longer watch a programme with friends and relatives and then discuss it with others the next day or read reviews in newspapers. We discuss and share our opinions in real-time through social media. The discussions and chats that accompany the show are, for the viewers, an integral part of the experience. By integrating chat and social functions into their sites, the broadcasters are hoping to recapture the viewers’ attention and give them the full experience they want.
Of the two shows, the BBC’s Strictly Come Dancing offers a richer experience. Their Strictly Social site allows you to watch the show via BBC iPlayer and chat in real time with viewers alongside the screen. If you don’t want to join the discussions (as many people won’t), you can express your opinions by ‘reacting’ – clicking on ‘wow’, ‘boo’ or ‘gasp’ and seeing the word gain more prominence on screen. You can also guess what votes the judges will give the acts and vote in polls.
The Strictly Social site is clearly designed to appeal to a wide range of Strictly Come Dancing viewers. Both to provide a space for those who want to chat during the live show to do this alongside the show itself. And also to provide tools for other viewers to get engaged. It will be interesting to see how popular these other tools are and how many people use the site this week and in coming weeks. There is much talk that this is the future for the BBC’s website – providing a richer experience for the viewer by combining activities and tools they can use online during the show. The Strictly Social site could be the start of a shift in the BBC’s integration of broadcast and social medias.
The X Factor has a simpler site with ITV’s X Factor Chat. The chat site does not sit alongside an online broadcast of the show itself and instead relies on people sitting in front of a TV with their computer. Something we know many people do anyway. On the site, viewers can chat about what they are seeing and this chat is punctuated with polls, controlled by the moderator.
The site replicates more closely the experience viewers would have using tools on other sites. A real-time chat function that allows people to discuss and debate what they see on screen. The difference is that being on the ITV site gives this chat more credence. The role of the moderator should be critical here – being the official online host of the X Factor and letting the viewers and chatters feel that they are getting exclusive access and exclusive discussions.
Overall it will be interesting to see which format is most successful for the broadcasters. Which manages to engage people and, perhaps most critically, keep them viewing the show throughout the show this week, next week and for the rest of their respective runs. TV viewers have always been social creatures. For many this has involved the use of social media, online communities and other tools. Tonight the BBC and ITV caught up with them.
Image by dhammza via Flickr