Ron Burgundy is everywhere. Just search his name on YouTube to discover hundreds of clips totaling millions of views — a video carpet-bombing of promotional exploits far and wide. Hollywood.com asks, “Is Anchorman 2 the most publicized movie of all time?” Quite possibly, and the movie’s tie-up with Dodge Durango is a textbook social TV success story.
Cory BergmanCory is the founder of Lost Remote. Separately, he's the general manager of Breaking News, a startup owned by NBC News. You can follow him on Twitter @corybe or visit Corybe.com.
In an effort to beef up its video and mobile efforts, Scripps has acquired Newsy for $35 million in cash — one of the largest tech acquisitions in the local media space in recent memory. Newsy produces video news reports across web, mobile and connected TV platforms for partners like AOL, Microsoft and Mashable. Many of the “mobile first” startup’s clips are focused on viral video, capitalizing on the growth of social sharing.
Last month Comcast and Twitter announced a groundbreaking partnership to tie tweets to Xfinity’s TV service. Today SEEit began rolling out, enabling subscribers to click tweets about SyFy’s Haven and Naked Vegas to watch the shows on an iOS device or set a recording on their DVR. “(It) creates an instant online remote control,” explained Comcast CEO Brian Roberts. It also bridges TV with Twitter directly, creating a new world of data on how tweets can drive TV viewing.
If your Twitter app has updated — and you know where to look — you’ll find “Trending Shows” highlighting upcoming TV shows that are driving the most activity on Twitter. It’s the most TV-centric second screen product Twitter has launched to date, and the focus on upcoming shows — complete with airtimes — is a distinction from Twitter’s usual trending fare.
One of the social TV industry’s brightest stars has landed at Mass Relevance. Jesse Redniss, who recently was senior VP of digital for the USA Network, has joined Mass Relevance as its chief strategy officer.
“Jesse has pioneered social TV and second screen initiatives for years, and we are thrilled to have him on board,” explains Mass Relevance CEO Sam Decker. “Our leadership on social TV is furthered through this media mogul who was natural fit with our company.”
Nielsen is firing up a new metric today that measures the unique reach of tweets tied to TV shows. The Twitter rating looks at the universe of people who saw — not necessarily engaged with — tweets about a particular show. “If your show is creating conversations on Twitter, it is more valuable, and you should get credit for that,” said Rachael Horwitz, a spokeswoman for Twitter.
After every big TV event, Twitter is quick to share its social TV stats for the broadcast. But with Facebook suddenly in the social TV race, it shared its own numbers the morning after the “Breaking Bad” finale on AMC. And as you might imagine, Facebook’s sheer reach plays to its advantage.
When “Dancing with the Stars” airs its season premiere tonight (Monday) on ABC, you’ll see social TV data powered by Facebook — the first live entertainment integration by the social network. Not only will viewers see which contestants are the most popular on Facebook, but also the demographics behind it. For example, younger women in California may be big fans of Brant & Peta’s performance. The live data can be sliced by age, gender and geography — a dimension not readily available on Twitter.
As soon as Google unveiled Chromecast, I was lucky enough to scoop up a couple of the $35 devices to connect the two TVs in our home. After a few weeks, it’s fundamentally changed how my family watches TV. It’s also changed some of my perceptions about the evolution of the “second screen.”
If Twitter’s acquisition of Bluefin Labs six months ago reflected its “commitment to the social TV market,” then today’s announcement that it bought Trendrr reflects its efforts to dominate the social TV space outright. Trendrr CEO Mark Ghuneim announced the acquisition: “We are excited to be joining Twitter’s world class team, enabling us to realize bigger opportunities that drive better experiences for users, media and marketers – across Twitter and around the globe,” he said in a blog post.
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