Need to keep shows on the air spurs Social TV activity

Michelle Clancy ©RapidTVNews | 04-04-2012

Fans' primary reason for participating in social TV activity is to keep their favourites on the air, according to user research.
In fact, 76% of respondents said keeping favorite shows from being cancelled was their main motivation for social activity, up from 66% in 2011. The definition of social activity in the survey included a broad variety of social actions, including posts, status updates, check-ins and comments on social networks, fansites, official network sites, and entertainment sites and apps such as
The survey also found changing behaviour related to when TV fans participated in social activity. Of those who participate in social TV activity, 95% said they do so after watching a show (up from 68% last year), 40% participate during a show (up from 33%), and 53% do so before a show (up from 52%).
Fans also experimented with a variety of different social apps, Websites and experiences related to major live TV events:
When it comes to big events, 62% had some intention to use apps/Websites/experiences during the Super Bowl, while 58% actually did. For the Grammys and Oscars on average, 57% had some intention to use apps/Websites/experiences, while 80% actually used them. Only 33% of respondents said they participated in social activity because they wanted to say something about the event, while 69% wanted to see what others were saying.