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MIPTV 2014 – “Twitter makes television better” says Deb Roy

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By Marie Jamet
MIPTV 2014 – “Twitter makes television better” says Deb Roy

<p>Twitter and television are intertwined more than ever before, and both are benefiting from this partnership. This is what Twitter’s chief media scientist Deb Roy told a packed auditorium on Tuesday in a keynote speech at <span class="caps">MIPTV</span>. “Twitter makes television better: it is in fact a force multiplier that can enhance the impact and possibilities of television”. </p> <p>Deb Roy started by comparing Twitter to “a synchronized social soundtrack”. Meaning the second screen people use to tweet during a television show does not necessarily result in the first screen being abandoned. </p> <p><blockquote class="twitter-tweet" lang="en"><p>Twitter stakes claim as TV's ‘synchronised social soundtrack’ <a href="http://t.co/WNZwV0su7T">http://t.co/WNZwV0su7T</a> via <a href="https://twitter.com/guardian">@guardian</a> <a href="https://twitter.com/dkroy">@dkroy</a> <a href="https://twitter.com/search?q=%23MIPTV&src=hash">#MIPTV</a> <a href="http://t.co/TyJPUKwUOh">pic.twitter.com/TyJPUKwUOh</a></p>— Stuart Dredge (@stuartdredge) <a href="https://twitter.com/stuartdredge/statuses/453796656417230848">April 9, 2014</a></blockquote> <script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script></p> <p>Using dramatic data visualizations that made an impression on the audience, Roy showed how people tend to tweet and read tweets in real-time while a programme is aired on TV. He gave the example of the Oscars 2014 ceremony: “5 million people sent 19 million tweets that were received by 37 million unique people”. The number of tweet impressions rises to an impressive 3 billion during the following 48 hours.</p> <p><blockquote class="twitter-tweet" lang="en"><p>The feedback loop of Tweets visualized in the <a href="https://twitter.com/search?q=%23MIPTV&src=hash">#MIPTV</a> presentation of <a href="https://twitter.com/dkroy">@dkroy</a> of Twitter <a href="https://t.co/Vm5NM3lvjO">https://t.co/Vm5NM3lvjO</a></p>— Geert Faber (@geertfaber) <a href="https://twitter.com/geertfaber/statuses/453561139386138625">April 8, 2014</a></blockquote> <script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script></p> <p>Roy explained that when people chat online during a show it can draw new viewers to the programme. If the anchor tweets on air, or if tweets are displayed live, the effect can be enhanced, “trigger[ing] new cascades of conversation”. Twitter works with the help of research firms like Nielsen to prove these observations and to convince broadcasters to collaborate with them.</p> <p>Television networks and producers are not the only ones on Twitter’s radar. Roy also showed how advertisers have a lot to gain by participating in this real-time conversation. Using another Nielsen’s study, he showed how ads placed around social TV shows drove higher return-in-investment for the advertisers. “The same piece of advertising, when you look at how much product it drives in sales, there is a 7% increase.”</p> <p><blockquote class="twitter-tweet" lang="en"><p>Video: "Having Twitter active with TV leads to positive outcome for advertisers" <a href="https://twitter.com/dkroy">@dkroy</a> at <a href="https://twitter.com/search?q=%23MIPTV&src=hash">#MIPTV</a> cc <a href="https://twitter.com/twittermedia">@twittermedia</a> <a href="https://t.co/hdsz9HkNUW">https://t.co/hdsz9HkNUW</a></p>— MIP Markets (@mip) <a href="https://twitter.com/mip/statuses/453557604770660353">April 8, 2014</a></blockquote> <script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script></p> <p>Roy also described how Twitter creates a lot of data that can be used to measure TV, with the social media site investing recently in second-screen and data startups such as Trendrr, Bluefin labs or SecondSnyc. </p> <p>Roy ended his talk by challenging producers to use the data to come up with new features and creative storytelling ideas that involve Twitter, the world’s seconds largest social network.</p> <p><a href="http://www.youtube.com/watch?v=F_2IMAFKa9w" rel="external">Watch Deb Roy's full keynote</a></p>