TV.NXT 2014: "It is time to evolve from a reactive to a more proactive stage.": Priyanka Parti

While many seem to be worried about the digital media taking over and cannibalising the viewership of television, there are some who see an opportunity here. Priyanka Parti, global head - knowledge management and operations, ThoughtBuzz showed various ways of making use of the situation in her presentation, 'Television and Social Media - The Possibilities', on Day Two of TV.NXT 2014.

Parti started her discussion by putting to rest the one premise we take for granted - television vs social media. Her presentation looked at a world where the two were not diametrically opposites, but helping each other. "I haven't watched TV in the last so many years. But I have watched all the new shows by using torrent and download. I watch them if someone tells me to, if someone tweets about them - basically, word of mouth," she pointed out.

According to Parti, studies have shown a 39 per cent increase in viewership when social media talks about content. The study also shows that 25 per cent of people are more aware of a programme because they heard about it from somebody. Across the globe, many people even record content because they heard their friends talking about it.

Parti explained that brands usually spend at least half their money on TV ads and the rest on digital and other forms. Social media still cannot reach all the corners of the country, because of low internet penetration. While television has the bandwidth for maximum reach, social media has the bandwidth to make it simpler for the common man.

According to Parti's presentation, social media is definitely talking about TV. Users have conversations about drama, news and reality TV. It further says that before a pre-launch, for every 9 per cent increase in buzz, there is a 1 per cent increase in ratings.

Parti explained that there are three stages in using social media - Sustaining Stage, Evolutionary Stage and Revolutionary Stage. In the first, organisations are evolving by sharing and monitoring content on social media. In the second stage, organisations are creating methodologies of what works for them, moving from a reactive to a proactive stage. The final stage is about predictions. Television channels will launch shows before the audience tells them what they want to see, one will know whom to cast or what to say in the show.

Case studies were used to explain the three stages. Social media was abuzz with FIFA news, especially when Uruguay's Luis Suarez bit Giorgio Chiellini, the Italian player. Since more people tweeted about it, more people started watching it as well. Again, while Germany won the World Cup, the social media winner was Argentina because more people sympathised with them. The Indian elections were another case in point. According to Parti, the time to evolve is now. Organizations must not be reactive, but proactive and the predictive.