Regarding the discussion a couple of weeks ago about why #BGT doesn't trend on Twitter, here's confirmation from Head of FremantleMedia UK Interactive:
Quote:
“While every show seems that it must have Twitter, Facebook and even app development these days, what piqued my interest was the use of on-screen hashtags, highlighting not only the acts involved but, say, a joke David Walliams has made. Who made the decision to take the approach that you did?
It was a joint decision between the interactive team and the executive producers of the show. People tend to use the act names anyway, so you don’t need to cite that. And we don’t want to be littering the show with hashtags, we try to keep the number down for people who are not on Twitter or don’t care. We don’t want it to be in their faces the whole time.
What we tried to do was to get stuff that would add to the entertainment, if you like. So we’d pick up on a play on words, or something funny, and try and get that trending. Probably the most successful that we’ve had so far was #wheremekeys [a rap by act Mr Zip entitled “Where’s me keys, where’s me phone”]. We put up the hashtag and that basically, we have a graph of Twitter going through the roof during that period. It was trending worldwide, and I think we had 18,000 tweets a minute or something.
What you find then is that people who are not watching the show and read trending tweets are reading this, thinking “What’s all this about?” and then look for it on YouTube or whatever and watch it. So it brings people into the show in new ways, if you like.
The other challenge we have is that Twitter has algorithms on what can trend and what doesn’t. It’s a very complex calculation system which allows certain things to trend - when they’re new, especially. If they’re things that trend a lot, they tend not to trend anymore. Otherwise, Justin Bieber would be trending every day, TGIF would trend every Friday. Because BGT has trended so much in the past - and also because, weirdly, ‘BGT’ is an expression of some sort in Indonesia - we have sort of an issue there. So using these alternative hashtags is a good way for us to trend and get that going outside the main BGT label.”
Also a little bit about ratings in that interview:
Quote:
“You mentioned people going from Twitter to YouTube - but does that not mean your activity isn’t directly translating into ratings? Or are TV ratings no longer the only metric to go by?
I would question the theory that it doesn’t increase TV ratings. In the end, the more people who come into contact with the show, whether it’s on Facebook, Twitter or YouTube especially - we are fairly certain that has a positive impact on ratings rather than a negative impact. In the end, it is marketing around the show.
And that’s evidenced by the fact that in the Susan Boyle year, the big YouTube moment, you saw that the ratings and the level of engagement with the series was the highest ever. So from our perspective, we’re pretty relaxed about that. We don’t see it as either/or, we’re adding to the whole.”
Source: The Stage