Canadian Media Outlets Bell and Shaw Joins Hand with Twitter

By: Jeff Stewart  |   June 14th, 2013   |   Business, News, O Canada, Social Media

Television, advertising and social media have evolved a lot over the years and as a result of this businesses, social networking sites and media outlets are also changing their strategies to adjust and adapt according to new changes in these mediums. It is a result of these changes that popular micro-blogging website Twitter has introduced a new program called Amplify that will allow both users and clients to advertise on mobile devices and television through a unified process. This new program from Twitter is also called the “second screen” and last week Shaw Media announced that it is joining the micro-blogging website to jointly sell advertising. A day after that, Bell Media also jumped up and made it known that it has joined hands with Twitter in order to pay heed to researching analytics initiatives that are related to television and social media.

 

Now the Canadian broadcasters in association with the social media site will try to understand the habits of television viewers in Canada through the social media. The facts which the trio will gain from this practice will help them create a brand new product dubbed as social TV. The president of Bell Media, Kevin Crull, said on this occasion that, “We are committed to measuring, sharing and applying knowledge from passionate social conversations to help our advertisers’ brand campaigns become even more effective. Our content drives engagement, and Twitter amplifies the conversation.”

 

With the help of Twitter Amplify, media companies will be able to offer video clips, which will be embedded in tweets that will allow the users to see footage like behind the scene activities, replays and more. Shaw Communications’ vice president of digital media, Paul Burns said that, “We’re tapping into a revenue stream that we currently don’t offer. We’re going to create this kind of social TV love child.”

 

Burns was actually trying to imply that those days are over when people use to watch their favourite shows over television while laying on a comfortable couch, as Neilson reported that 85 percent of mobile users watch their favourite programs on smartphones or tablets, at least once a week, whereas 40 percent of them watch them daily.

 

According to Burns, “The way social and traditional TV media is bought and sold is fragmented. The advertisers are looking for the connective tissue that makes delivering a brand message more connected.”

 

Even the analytics firm of Twitter, Blueflin Labs has divulged that 95 percent of social media conversations related to television takes place on Twitter.

 

The country director of Twitter Canada, Kirstine Stewart said that, “Twitter is TV’s social soundtrack. Working closely with Bell Media, we will be able to accelerate the development of analytic tools mentioned and we look forward to sharing the findings with clients and industry.”

 

Source: TechVibes