Viewers’ appetite for social television is strong with 36% calling or texting family and friends and 41% posting on Facebook while watching TV, according to research by Yahoo!7.
The study found consumers are most likely to use social media during or after watching a program and that almost 72% of people watch shows as they air and 90% prefer to watch TV on traditional TV sets.
Tim Worner, CEO of Seven Network Television, said: ““Viewers are changing the way they watch TV and we’ve changed the way we produce shows to cater for this. Social and interactive elements aren’t an afterthought anymore, we are integrating them into the making of our shows.”
More than 25% (27%) of the 7,741 people who were polled across Australia said had watched a TV show based on a recommendation from a friend via a social networking site.
Meanwhile, 26% of respondents said they had been made aware of a TV show because of something they saw via social media.
According to Yahoo!7, the research supports how consumers use the company’s social TV app, Fango.
The iPhone and iPad app allows users to check-in to all free to-air programs which are broadcast from 3pm to 12am daily. As well as being able to chat about what they are watching on Fango, Facebook and Twitter the app also offers show-related trivia and polls and users can earn points and badges based on their use.
During the Australian Open 100,000 people checked-in via the app. A popular feature, according to Yahoo!7, was the ‘Open Mic’ feature which allowed viewers to send questions to commentator Jim Courier to ask players during post match interviews.
“The initial numbers for FANGO during the tennis were very strong, and this enthusiasm has carried right on into My Kitchen Rules. At Seven, we’ve made it a priority to keep innovation at the very heart of our business and FANGO is yet another example of this,” Worner said.
“The companion TV experience that Seven and Yahoo!7 are offering with FANGO will no doubt continue to influence the way in which television is produced in this country with more interactive and social elements being introduced into programming. We’re leading the next wave in TV innovation."
Yahoo!7 has launched a TVC to support Fango. To watch the spot click here.