Social TV and Film

ut Nascar's new page has a key new feature, which is the ability to pull in tweets related to a live event from a variety of sources. In the case of Nascar, tweets about Pocono 400 were being pulled in from drivers like Jeff Gordon as well as sports writers, and the curation was executed through an algorithm that searched for relevant content with the assistance of human editors, according to a Twitter blog post. It's further evidence of Twitter's desire to be the platform advertisers turn to when they're looking to execute promotions around major live events such as the Super Bowl or the Oscars. Last month, they announced a partnership with ESPN to create branded campaigns around tentpole sports events.

#Nascar page is the first of its kind and has a slightly different layout than the brand pages Twitter unveiled in December, which feature customizable header images and enable brands to keep a particular tweet -- often a photo or video that can auto-expand -- at the top,

top Nielsen executive says the media ratings giant has begun working with its clients to “redefine” the very nature of the households it measures. The reason, Pat McDonough, senior vice president-insight and analytics at Nielsen, said Monday during the opening session of the Advertising Research Foundation’s annual Audience Measurement conference in New York, is that Americans increasingly are accessing video programming from non-traditional devices and in non-traditional ways.

Of the 6.3% of household video consumption that takes place, McDonough said about 3% each currently is being done either online or via mobile devices, and that other devices like video game consoles are rising fast. She said other big trends are the aging and the multicultural diversification of American households -- but despite all those trends, Americans are watching more video programming than ever before: an average of 35 hours per week.

“We are spending more time watching video than we are working,” McDonough added, alluding to average U.S. labor estimates.

We believe that with a tentpole franchise like Keeping up with the Kardashians, social strategy can’t only happen around the launch of a new season. We do our best to keep our sizeable Facebook audience (6.3M fans) engaged year round with the latest Kardashian news, photos and updates. The show’s fans have proven they’re always hungry for the content.

MTV uses its Facebook presence as a kind of online promo aggregator – a buffet with bite-sized appetizers delivered from all over MTV’s extensive stable of blogs, niche websites, TV programming and movies.

The Golden Triangle will one day soon engender a shared experience across the three screens, but for the meantime, a resurgence of crowd-powered demand for relevance and personalization is leading a groundswell of change and evolution within each medium.

The result of the social effect and the integrated social hooks inherent in today’s online networks will only inspire a genre of connectivity and interaction as programming will eventually feature creative triggers that engender desired responses and action. The same is true for any event, whether it’s on air, live, or on the big screen.

The water cooler or social effect is only one part of defining a more meaningful experience over time. It is culturally significant as it connects people around common interests in real-time all over the web using events as our participation hub and as our magnet for convergence.

ewers don’t “turn off” so why wouldn’t a great story continue to live on across distributed platforms where consumers are more than willing to engage?

What it is you want them to do or say requires explicit design for each screen.

We use social media primarily for four purposes: 1) engaging with fans and encouraging that two-way conversation; 2) driving tune-in to our programming; 3) driving traffic to our owned-and-operated fansites; and 4) gathering insights about fan preferences and reactions that we can share internally with our network marketing, communications and production partners.