TV Broadcasters Embrace Social Media

As more viewers use social networking sites while watching TV, broadcasters are attempting to figure out how to get real-time information on their habits and shows' receptions.

TV networks have seen boost in numbers, thanks to users' real-time recommendations, and the Grammys last week, for instance, had its profile boosted as millions of viewers posted on Facebook and Twitter.

Taking advantage of this "water cooler effect," Howard Stern last week used Twitter to dramatically boost viewer ratings during a re-airing of his for movie "Private Parts" on TV. The radio star provided a live commentary by tweeting background information and context about different scenes in the film.

"In a sense, you are in the living room, watching together," said Jeff Probst, the host of reality TV stalwart "Survivor," who talked with fans on Twitter during the show's season premiere last Wednesday. Probst plans to make such viewing a weekly habit this season.

Cable network BET was surprised last month when "The Game," its sitcom about football players' relationships with women, drew more than seven million viewers in its time slot, in part to online updates and chatting. The network's chief executive, Debra Lee, noted that the network can tell when a show is a hit almost immediately now but scanning Twitter trending topics and tallying how many belong to its programming.

"Grey's Anatomy" has even gone a step further, creating a dedicated app that sends extra content to viewers' iPads, including trivia, character bios and behind-the-scenes videos.

Next weekend, ABC hopes to harness social networks to drive viewers to the its Oscars broadcast, providing live updates on many social media channels like MySpace and Twitter, and providing featuring behind-the-scenes video streams on a microsite devoted to the event. Viewers will be able to see the award winner on the broadcast and then watch the winner celebrate backstage on the video stream.

A complimentary combination of social media and TV takes advantage of the 75 percent of viewers who now multitask while watching shows, according to a study by Deloitte. Cross-promoting apps with social media, the Web and streaming video will only increase as viewers' habits become increasingly hybridized, offering new ways to watch and TV and interact with friends.