The TVNewser Show got a whole lot more social yesterday when your humble author moderated a “Rise of Social TV” panel covering all things social TV and second screen.
On how growing on-air social media integration is making an impact on TV news, NBC News’ Senior VP of Editorial and Innovation Julian March suggested social media in many ways “completes the set” for NBC News’ coverage, serving as a growing complement to traditional TV. Fox News’ Chief Digital Officer Jeff Misenti spoke about the “delicate balance” between understanding your main TV audience and drawing in new audiences on social and digital.
“All of these mediums change television so that it’s two-way communication, so that we can get feedback from people in real-time, and in some cases apply that to programming,” Misenti said, adding that the key is not to get “too cute” where your on-air integration becomes polarizing.
Bloomberg TV’s social media head Katy Finneran spoke about the challenge of getting your consumers attention when they have too many social and digital platform options to begin with. “Validating your audience” is key, Finneran said, which includes showing social feeds on-air and having anchors reply to social users during their shows on air.
A non-TV newser, i.TV founder Brad Pelo, talked about the core audience of “amplifiers,” who will serve as news and entrainment networks’ advocate if they “learn how to talk to them correctly.”
Here were the other takeaways from the panel: