It's increasingly important for TV networks to know whether viewers watch shows on the internet, via a service like Hulu Plus, BBC iPlayer, YouTube or Amazon, or whether they watch 'live' (at the time of original broadcast), or time-shift their viewing via DVR.
Television broadcasts used to be the only way audiences could experience TV shows. However, the advent of the video recorder in the 1980s brought in the concept of time shifted viewing, and also the reality that viewers could fast-forward through advertising. Today, there are a number of different technologies on which we can consume a TV show - as a DVD box set, online (including via pirated downloads), on a phone or tablet, via a DVR recording. Therefore the old patterns of TV scheduling are fading.
- Audiences Now Rarely Drawn To Live Television — New York Times, 14/5/12
Social Media and the TV Schedule
Before the video recorder, watching a TV show was a shared social experience. Whole nations would all "tune in at the same time" to watch a popular show, especially if there was some kind of cliffhanger set up or resolution, or for the finale of a drama. In a small country like the UK, where all viewing happens in the same time zone, this causes a phenomenon known as TV Pickup, a surge in the National Grid that occurs immediately before and after a record-rated show, as everyone switches on their kettles or other small appliances after walking away from their TV. In the age of time-shifted viewing, it's very rare to see the kind of power surge that occurred after the 1984 broadcast of The Thorn Birds finale (the biggest surge experienced after a TV drama), but surges still happen, after big events like major football matches or a royal wedding.If people watch the same TV show at the same time, then that's what everyone wants to talk about the next day at school or work. In the days before time-shifted TV, episodes of shows became hot topics the following morning 'around the water cooler', discussed simultaneously in newspaper reviews and ordinary conversation. "Water Cooler TV" is still a phrase bandied round by TV executives, but it's now used to describe the global discussion that goes on about TV shows via social media networks like Twitter and Facebook, as well as via blog posts.
Social media is useful to TV networks for generating excitement prior to the broadcast of a show, and for ensuring that as many people as possible tune in during the original time slot. The creation of Facebook pages and Twitter feeds for shows and characters is a vital tool for building fan loyalty. This is particularly important for the finale of a talent show like American Idol or BGT. Because so many people discuss the content of a show via tweets and status updates as it happens, spoilers abound on the internet for anyone who's not next to a TV set.
However, social media is a double-edged sword where international drama sales are concerned. When viewers in one country get to see a show first, their online discussion may spoil things for viewers in other countries, especially where the death of a character or a plot twist is concerned. Networks are well aware of this problem, because it generates demand for pirated shows. Unable to wait, a fan might illegally download episodes of their favorite show so that they can keep up with the online chatter - and know what happens! Dexter was the most downloaded TV show of 2011, because Season Six was broadcast in the US long before it appeared anywhere else.