Building Interactivity Into TV
Thought I’d put this up on the blog. It’s an initiative from Channel 10 News called Sydney Soapbox. It’s an example of making a TV show, in this case the nightly news interactive, and building a sense of community. The Soapbox is represented online via Facebook and Twitter, and gets a high level of interaction. It’s an interesting trend as articulated in this article in The Australian, Social Media the X Factor in Boosting TV Ratings. I’ve seen stats showing Q&A audience increased 23% after introducing Twitter feeds. I also had the pleasure to speak at Promax, the industry responsible for all promotional material on air. It surprises me that so few of the promotions ask the viewer to get involved in the message. The promotions often just ask people to watch the next show (or don’t miss out – as loss aversion is a significantly strong motivator for action). However, getting people to Tweet the show, or join the Facebook group, or in some way be part of the show’s community before the show is launched could be an even stronger conditioner – and ensure the show starts with positive momentum.
Here’s a completely random clip from Sydney Soapbox I’ve chosen as an example! Just so happens to be linking to my favourite cause at the moment – hoping Karl Sandilands is squeezed by advertisers to get off air.
If you want to see more or follow it go to the Ten News Facebook or Twitter pages.
Fritz Bachen is a Consumer Psychologist and Founding Partner at Naked Communications. Fritz can be seen, read or heard at; The Gruen Transfer, ABC Radio (Sunday nights), Adnews columnist, as well as The Australian, Cleo, Mumbrella, Shop Till You Drop and so on. He speaks at numerous conferences on marketing, ideas, contemporary culture, and consumer behaviour. Fritz has degress in clinical psychology and commerce (marketing). A registered psychologist and has worked in private practice, forensic settings, advertising (Saatchi & Saatchi) and marketing consultancy (Added Value). He was also state under 12 chess champion on WA, and has a board game called The Analyst selling well in the Benelux countries.
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