Search And Share: Good For The Internet, Maybe More Important For TV


The value of "share" and "search" on the Internet has long been debated. But for traditional TV marketing, such concepts are still relatively new. What will they mean in the new age of Internet-enabled TVs?

Looking at where future traditional TV ratings are headed, all networks will push harder to help more viewers find weak-performing shows -- and will also hope viewers will act as quick evangelists for the likes of Fox's "Human Target," NBC's "UnderCovers" or ABC's "Detroit 1-8-7."

Considering current historical trends, odds are that not much can be done for these borderline shows from their fans via Facebook or Twitter. Future Internet-enabled TV may change that. Maybe many viewers will say in a message to their TV screen friends: "Hey, I just saw this new show. It's great. Have a look."



Current social networking efforts can tangentially give certain TV shows this spin -- though their own pages, and through shared links. Years ago, fans of CBS' "Jericho" had enough buzz during a period in when CBS executives decided to try to keep it going.

It didn't take hold. But it was a worthwhile shot. Perhaps in future years, CBS and other networks will get better real-time activity and better estimates of how potential evangelists could propagate new viewers.

Now we have the likes of Google TV, Apple TV and others looking to make progress in bringing powerful Internet function to our traditional TV viewing habits.

In an even more fragmented TV world, the questions remain the same: How do I know what's on? And, for those who are more socially inclined, what's good? What do my friends and others really like?

The answers are probably out there. But they won't come soon enough for some TV shows.

1 comment about "Search And Share: Good For The Internet, Maybe More Important For TV ".
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  1. Joe Bretz from Digi Dev Group., October 8, 2010 at 12:46 p.m.

    Wayne -

    I could not agree more. As Google TV and the others start their race to the living rooms, the who- what- when (not so much when) and where will be key. As a producer of content we always want to make sure we reach the largest audience, as the infiltration of the web to the living room, content still reigns as King - but most importantly content that is easily adaptable to all forms of distribution will remain KING!

    I believe we are probably at the cusp of a brand new race and era. I myself am excited about the future.

    Joe Q. Bretz

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