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The Advertising Platform Formerly Known as Mass Media Advertising communications channels have always offered their audiences a value exchange. For instance, TV provides entertainment experiences in return for advertising and indirectly a cable fee, magazines present an edited cornucopia of material on a selected topic in return for a cover price and advertising.

Social media and digital advertising are currently testing the limits of their value exchanges by expecting consumers to provide specific information about themselves or their behaviors, which the digital properties can subsequently leverage in targeted advertising.

now younger consumers’ growing sense of entitlement gained in the digital world (where information was often offered at low or zero cost) is shifting across all channels. We only have to look at the emergence of TV cable cord-cutters or the growth of services such as Bit Torrent for evidence of this. Bit Torrent has increased its audience by over +70% in the last two years to a monthly audience of 23 million users.

A new report by Magid Advisors surveyed 2,400 consumers and found that cord cutting is not only on the rise, but it's happening much quicker than industry watchers anticipated.

When asked the reasons why they would consider canceling pay TV service, 77 percent of very likely cord cutters cited over-the-top video as a key factor. Half of respondents said they were satisfied with online streaming options like Netflix and Hulu, while 30 percent said pay TV was too expensive.

“TV and video content providers such as cable companies have a great opportunity to target heavy users with social TV in order to reduce potential churn,” said Michael Gartenberg, research director at Gartner. “The time to take advantage of this opportunity is right now as social TV services have not yet been dominated by a single solution and the market is far from saturated.”

Connected TV will open up access to a much wider range of content via the Internet, opening the possibility of worldwide video sharing.

ideo influences consumers the most when considering a purchase – up more than 20 percent – banner and search advertising continue to decline. Less than 50 percent now find paid search influential when making a decision, down from about 60 percent during the past three years.

Significantly, 14% of consumers used their tablets to search for content and engage in social media directly related to the television program they were watching. 

The findings present an opportunity for broadcast and cable networks to interact with consumers much more readily and immediately than they have in the past,

Among devices, the PC/laptop is still the top device used for these “over-the-top” (OTT) services with 65% of respondents using them to watch video content (up from 59% last year). About a third (31%) said they did the same on a mobile phone (up from 24%), while 22% said they used a tablet (up from 14%). Tablets and PCs are the preferred devices to watch longer-form video (such as movies or TV shows), according to the survey. 

As Nielsen has found for some time now, there is a negative correlation between streaming and TV viewing

the numbers don’t show that people watching the least TV are streaming far more.

According to the Nielsen report, women aged 50 and older watched the most TV again in Q3, at more than 205 hours per month.

networks for years have complained that total viewing of their shows isn't being captured by traditional ratings measurements. This is a move to correct that.

decision to expand beyond traditional TV ratings measurement came out of a meeting in New York on Tuesday of the What Nielsen Measures Committee, a group that has been meeting for nearly a year.

By September 2013, when the next TV season begins, Nielsen expects to have in place new hardware and software tools in the nearly 23,000 TV homes it samples. Those measurement systems will capture viewership not just from the 75 percent of homes that rely on cable, satellite and over the air broadcasts but also viewing via devices that deliver video from streaming services such as Netflix and Amazon, from so-called over-the-top services and from TV enabled game systems like the X-Box and PlayStation.

Social network users are 27.3% more likely to say that the sites are important for making entertainment-related decisions than not (56% vs. 44%),

Twitter users are more likely than Facebook users to follow actors and actresses (41% vs. 32%), sports figures (25% vs. 17%), reality TV stars (23% vs. 16%), and journalists and reporters (15% vs. 9%). By contrast, Facebook members are more likely to follow companies and brands (49% vs. 37%), sports teams (30% vs. 22%), TV shows (49% vs. 30%), and movies (43% vs. 25%).

Roughly 4 in 5 respondents said they always or sometimes visit Facebook while watching TV, while 41% reported tweeting about the show they are watching. In fact, of those posting about TV shows, roughly three-quarters did so while watching programs live, and 51% said they post while watching to feel connected to others who might be watching.

We’re trying to bring brand advertisers into the conversation. When the Ford Fusion, for example, is integrated into an episode of “White Collar,” it’s then easy for us to promote that positioning or brand integration in platforms like Character Chatter.

We don’t want people to view something as an ad, we want people to view it as added content to their “White Collar” show experience.

Viewers using the Viggle platform can access interesting plot points, Q&As, live polls—things like that—while watching the show.

While Intel has not said how much it plans to charge for its TV service, Intel Media head Erik Huggers has billed it as a premium product, with small bundles of channels and an attractive user interface rather than as a cut-rate option for consumers hoping to save money by canceling their cable subscriptions.

More than two-thirds of smartphone and tablet users haven’t downloaded their pay-TV provider’s app, and nearly three-quarters never buy movies to watch from the VOD service.

Almost three months after striking a deal to acquire second screen TV app specialist GetGlue, i.TV has "retired" the GetGlue brand while introducing a new brand and social TV app called "tvtag" that will enable users to share, comment on and react to what they’re watching.

Tvtag will aggregate the i.TV second screen audiences from GetGlue, DirecTV and Nintendo (via the Nintendo TVii feature that’s baked into the Wii U console and Wii U GamePad). i.TV CEO Brad Pelo said the move will give tvtag access to an aggregate, potential reach of about 10 million users.

The new app replaces the GetGlue platform with one that  lets users “tag” moments within individual TV shows and sporting events with comments, doodles and memes. Keeping some of the old GetGlue features in place, tvtag will still let users “check in” to a show to unlock digital stickers, while also integrating user polls tied to TV content and the ability to share show-related info on Twitter and Facebook.

Today, the dynamic between low-budget producer and content-hungry distributor has flipped. Netflix doesn’t just stream films—it wills them into existence. The composition of contemporary B movies is dictated by middlemen like Netflix and Redbox, international direct-to-DVD distributors, and cable networks like Syfy, all of which pad their offerings with Asylum originals tailored to their needs.

The nimble creative process is “cashing in on this shifting moment in film consumption between the demise of the video store and the rise of streaming,” says Davis.

Filtering in low-budget films with the high-budget versions “fuels this perception that there’s a wealth of new content.”

Facebook has given Trendrr preliminary access to previously unanalyzed Facebook user engagement data on chatter relating to television content.

Our analysis reveals that there is a large amount of TV-related social activity on Facebook — in numbers approximately 5 times as large as that of all other social networks combined as measured by Trendrr.

Trendrr’s analysis of second-screen Facebook activity during one week in May** found that the volume of Facebook user engagement relating to television programming was 5 times as large as all other social networks combined. Activity related to broadcast television was 7 times as large, while activity linked to cable-television programming was 4.5 times as large as all other social networks combined. Second-screen activity levels on Facebook were particularly high among viewers of dramas and comedies.

The service analyzes over 3,000 TV shows across “100%” of broadcasters and cable TV networks in Canada, recording 20 million relevant social media interactions each week. The idea is that clients – which currently include Quebecor Media, CBC, and Bell Media – can analyze posts and tweets, both for their own shows and channels, but also the industry over all, and adjust their social media strategy accordingly.

TvTweet, founded in Bordeaux, France in 2011, has found similar success in the European market, and is working with companies such as Orange, TF1 and NRJ12 across seven different countries.