ITV launched the new series of Primeval in the UK tonight and amplified the Primeval TV broadcast online. ITV ran a Primeval simulcast through the ITV website, promoted a #primeval Twitter hash tag and then incorporated the #primeval Twitter feed into the online viewing page.
Social TV is developing and this Primeval activity is the most prominent example of a UK broadcaster incorporating social streams into their mainstream TV schedule. We have seen live blogs develop around TV shows (particularly shows that have a voting mechanism), CBS developing 'social viewing rooms', CNN using Twitter for live feedback, Facebook socialising CNN's live coverage of the inauguration speech and Sky News appointing Ruth Barnett as their 'Twitter correspondent.'
So did the Primeval socialisation work?
It's too early for Primeval TV viewer numbers, but it is possible to analyse the Twitter coverage. @itvprimeval promoted the Twitter event and kept in touch with people as things progressed:
The #primeval Twitter stream was shown on the main Twitter window and was also embedded on the Primeval homepage:
All of this Primeval activity turned #primeval into a global trending topic on Twitter (with over 50 pages of Twitter Search results):
and the #primeval hash tag even attracted spam:
An interesting experiment and anecdotally some good results - I will be looking out for further developments and think this sort of thing could be really effective around major sporting occasions.
Follow me on Twitter here - @nickburcher
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