Last night, after finishing watching AMC's The Walking Dead, my wife decided to keep the undead theme going by switching to a show I had never heard of called Long Island Medium. I can't say I was especially impressed with the show, but one thing did stand out as particulary enlightened. In the top left of the screen, in tiny letters that were barely visible on my HDTV, was #LongIslandMedium.
Subtle? Yes. Will some people ignore it it? Of course. But for the really engaged and opinionated viewers that are twitter users and want to share and debate tv shows (and for advertisers and marketers trying to reach them) - that hashtag speaks volumes.
- It is a subtle reminder to viewers that others are online discussing the show, so join in.
- It is an admission that people want to share with others, but don't want to log onto a forced and stilted "community site" to engage with others, they want to do it on their own networks.
- It is all the instructions that their target needs to connect. Twitter users know exactly how to use it. No need to waste screen time and add clutter with detailed instructions. The network is showing that they speak the viewer's language.
- It is confirmation that big networks really are coming around. After years of trying to control messages an conversations by having them on their turf, they are understanding that they will have a lot more success by going to where people already are than trying to lure them somewhere new. All they have to do is be willing to give up some control.
As the "convergence" that was promised 10 years ago finally starts to materialize, it is good to see the big players embracing new ideas. Now all the networks have to do is focus on putting out better programming than reality shows that feature Long Island con artists preying on emotionally insecure people still dealing with the grief and loss of their loved ones. But that is another post altogether.