#technical convergence

TV and Twitter 

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Thanks to technical convergence we now have access to a variety of different media content on a range of different technological devices. The way we now view television is a perfect example of this convergence. There was once a time, not so long ago, when you had to wait for the day and time a show that you wanted to watch was on television to view it. Those days are now over. Aside from online illegal viewing, many television channels are now providing their viewers with online ‘catch up’ versions of their programs (Harrington, 2013). Viewers can now watch a show when they want to and on what device they choose, as long as they have an internet connection. Television channels have almost been forced into ‘going online’ in order to keep up with this convergence and to keep satisfying viewer needs, but also to try and partly counter the illegal online options available. “In changing the way content is distributed, these services have therefore radically changed how, where, and through what technologies television can be experienced, leading some to suggest that we have entered into a ‘post- broadcast’ (Turner & Tay, 2009), or ‘post- network’ (Lotz, 2009) era” (Harrington, 2013). 

It is debatable whether technical convergence will replace normal television viewing, but at the moment we are seeing ways in which it is enhancing it. Through social media and in particular Twitter, television audiences can now experience mass conversation (Harrington, 2013). Twitter and Television have made a special connection (Twitter, 2011). “Broadcasters are eager to provide new ways to drive viewer engagement. Twitter provides a forum for real-time context and commentary that turns watchers into participants” (Twitter, 2011). 

One of Twitter’s biggest television integrations was during the live coverage of the royal wedding. By using various hashtags such as #RoyalSuccess and #RoyalMess viewers interacted with ABC news to express their thoughts about the event unfolding. Viewers watching the wedding live on television “posted millions of Tweets, peaking at 16,000 Tweets per minute between 5 and 6 a.m. EST” (Twitter, 2011). 

The broadcast of the royal wedding is just one example of how Twitter can enhance audience engagement (Twitter, 2011). Shows such as My Kitchen Rules have also adopted live Twitter feeds on screen, with great success. A study has shown that 60% of people use social media while watching television, so there is no wonder why engagement can be so high (Harrington, 2013). But not only can Twitter increase engagement and the number of related Tweets, evidence has already shown that Twitter integration also increases the number of real-time viewers (Harrington, 2013). It will be interesting to see if Twitter and other social media platforms could save traditional, real-time television viewing in the future. 

References: 

Harrington, Stephen. 2013. “Ch. 18 Tweeting about the Telly: Live TV, Audiences, and Social Media.” In Twitter and Society edited by Katrin Weller, Axel Bruns, Jean Burgess, Merja Mahrt & Cornelius Puschmann, 237-248. New York, NY: Peter Lang.