Twitter’s Robin Sloan recently spoke about the impact that the popular microblogging service is having on the Television landscape and how tweets give people a 360-degree look into content broadcasted on TV. In essence, we are experiencing a renaissance of live viewing as people want to be part of the real-time conversation that’s happening.
Here are my top five integrations of TV and Twitter from this past year:
#5: The 2010 World Cup
Although not real-time, the Guardian News’ instant Twitter replay made quite a lot of buzz during this year’s World Cup. It’s remarkable the kind of emotion a bunch of resizing circles can convey. Even better, is the story behind the project.
#4: 2010 Primetime Emmy Awards
This year’s Emmy Awards were the first time in 30 years that there was no west coast time delay. Not only did, host, Jimmy Fallon integrate Tweets into the live broadcast but NBC parallel broadcasted behind the scenes video on “the second screen” leveraging Ustream and its social stream Twitter (and Facebook) integration.
#3: Brand Bowl 2010
It seems every year people talk as much about the Super Bowl’s TV spots, around the water cooler, as they do the actual game itself. This past February, Mullen & Radian6 visualized the “virtual water cooler” through a dynamic Super Bowl commercial leader board based on real time Twitter sentiment. It was a fun way to keep score of the brand advertisers at the same time of keeping score of the game.
#2: 2010 MTV Movie Awards and VMAs
MTV first visualized live Twitter activity during the broadcast of the 2009 VMAs. They stepped up a notch this year with both the MTV Movie Awards and VMAs broadcasts providing in depth Twitter metrics and multiple views/filters of the real-time Twitter activity.
#1. Modern Family Twitter Monitoring
Twitter doesn’t just benefit the content consumer but also content creators. I love how Modern Family’s Steve Levitan and his writing team mines Twitter for real-time insights, “When the show airs live on the east coast we hit twitter and search Modern Family. What we find, is that people are watching the show and in real-time they’re basically laughing on Twitter. And we get instant feedback on what lines work.”
One honorable mention is the now defunct “Rick’s List” show on CNN. Rick Sanchez was one of the first news personalities to integrate Twitter into his programming and connect with his audience. The other honorable mention, although not connected to TV, exemplifies the real-time web with what The New York Times did to visualize tweets during the mid-term elections earlier this month.
There’s something to be said about the power of the social web’s “unfiltered focus group.” It not only draws us in and makes us feel part of something larger, but it’s also fraught with invaluable insights. It’s why me and my colleagues at Hill Holliday love it so much.