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Social TV is complementary not contradictory linear TV according to Dan Rose, Facebook’s vice president of partnerships:
"...So while everyone thought we were driving people away from TV, the second screen is in fact making them cling to TV.”
Rose, touting Facebook's firm position in the Social TV realm, said at this week’s Mipcom, in Cannes France:
“Today, as you all know, the intersection of social media and television is a given. Nowadays, it’s hard to look at the channels without seeing social media integration everywhere you look,” he observed. “Social media has truly become an inseparable part of the television experience. Everywhere you look, you see Facebook, Instagram and Twitter being integrated into the television broadcast.”
"Today, as you all know, the intersection of social media and television is a given,” “Social media has become inseparable part of the social media experience. Everywhere you look, you see Facebook, Instagram and Twitter being integrated into television broadcasts.”
Rose cited the famous Facebook campaign that convinced Saturday Night Live to hire Betty White as a guest host, and the celebrity Instagram video posts, including LeBron James’ quirky video after winning another NBA title.
Twitter, which is expected to go public later this year, has been touting its own partnerships with TV networks as reported in TV App Market yesterday.
Substantiating his statement with facts, Rose elaborated: “There were 29 million interactions on Facebook about Wimbledon. When MTV Video Music Awards was aired, there were 26.5 million interactions about the awards on Facebook. Also, NBA finals received close to 125 million interactions.”
Statistically speaking, there are 1.15 billion people on Facebook today. An average mobile user in the US spends approximately 14 hours every month on FB and nearly six hours on Instagram. 18 million people in France are active users of Facebook, of which 11 million use mobile phones for it.
Asked what keeps Facebook alive and ticking, Rose said:
“There are three best practices to follow: One, to spark the conversation. Facebook has added #Hashtags and also come up with trending topics to spark conversations. Two, we connect with fans through public figures. People on Facebook love hearing from public figures. And thirdly, leverage tools. We launched public feed API that gives real time feed of public posts.”
At MIPCOM, Facebook announced partnerships with TF1 & Canal+,ARD, ZDF & ProSiebenSat.1 (in Germany), Channel 4 (in the UK) and Danish Television, as well as in South America (EsporteIntertivo in Brazil), Canada (CBC), India (Star networks) as well as Discovery International (Worldwide).