Will social media save TV networks?

Posted on December 7, 2010

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TV networks are facing increased competition from online media. One of the challenges of TV networks is to offer personalized, on-demand and interactive content – features which are inherent to online media.

Yesterday (Dec 6, 2010), the scene was set for an interesting new format in one of Finland’s largest audience-drawing TV show:  Finland’s Independence Day Presidential Ball (an audience of 2.3 million viewers in a country with 2.4 million TV households according to YLE, the Finnish television network).  During the 4-hour shows, viewers could send tweets via Twitter and comment on the Ball;tweets were broadcasted to TV-viewers through Text-TV and could also be viewed at the same time as the show went (image below).

Altogether, more than 1200 tweets were sent, and, according to YLE website http://yle.fi/linnanjuhlat/2010/ and many tweets that can be read in the #linnanjuhlat channel, this new format was very welcomed.

Will this new kind of cross-media format save TV networks? What do you think?

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