Leo Burnett - Cultural Fuel

Cool stuff being discussed at SXSW in Austin this weekend.  Check out this short video from Mashable showing panelists discussing how people are using social media, specifically Twitter, to interact with TV content.

Panelists included Chloe Sladden of Twitter and Gavin Purcell from Late Night with Jimmy Fallon.  Some television shows have already explicitly included social media mechanics, but many content providers seem to be unprepared for how to structure or approach conversations around their programs.  It seems like their biggest concern is control of the conversation.

Still, none of this should be a surprise.  If you watch Twitter streams during broadcasts, don’t you always see conversations about the content? I know I have to actually ‘unplug’ to avoid spoilers if I’m taping (what a quaint word) a show nowadays.

Via Mashable

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There have been a lot of discussions and questions about the utility and merit of Twitter recently. So it’s timely for Twitter to come out with some interesting news.

Based on the known practice to follow conferences on twitter while speakers are on stage, starting tomorrow, ABC’s “Nightline” is expanding its ongoing relationship with Twitter to develop “NightTline,” a new half-hour digital program hosted by the show’s anchors and correspondents that provides a forum for viewers to simultaneously discuss and debate the news of the day through the prism of Twitter.

After years of wait for interactive TV, Twitter could prove to be the new connective tissue that was missing. Should be an interesting trend to watch, as it might change TV formats and programming. I am especially interested in how they will manage incoming tweet and make it all part of a conversation.

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