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SXSW panel: It’s Not TV, It’s Social TV
Time/Date: 9:30 a.m., Saturday
Panelists: Chloe Sladden (Twitter), Fred Graver (The Travel Channel), Gavin Purcell (Late Night with Jimmy Fallon), Lila King (CNN.com), Timothy Shey (Next New Networks).
The gist: It’s hard to tell. When I arrived before the panel started, there was a line of at least 75 people waiting to get in. Some folks took the incovenience in stride, joking about it; others were noticeably angry. One woman was complaining loudly to a SXSW staffer, saying that this had happened to her before and inquiring about a refund on her admission. After a while, staffers started going through the line, assigning those who were waiting numbers (but not written numbers — they’d just have to remember them on an honor system). the idea was that people could wander and converse and enter the room when their numbers were called, in the event that people already in the panel left.
At some point Jen Preston, the New York Times Social Media Editor, suggested that everyone head into an empty, adjacent conference room to hold their own discussion. “It became apparent that we weren’t going to get in (to the original panel),” Preston said. She explained that she knew a lot of people in line and thought it was a waste of time to stand around when a good conversation with a lot of smart people could be had.
That impromptu discussion, which included folks from major broadcast and cable networks as well as independent content producers and social media experts (and non-experts in the online trenches) was engaging. Close to fifty participants sat in several rows of a big circle, introducing themselves with their Twitter handles and job descriptions, which took quite a while.
The ensuing discussion, which focused on old media, new media and the integration of the two was unfocused and chaotic, but undeniably exciting and energetic. With no real moderation, points were brought up and questions asked with little time to be addressed before somebody popped up with another point in an effort to steer the conversation to a topic of their own interest. It was much more like a brainstorming session than a panel — more of a conversation than a lecture.
Perhaps the gathering’s ultimate success was the opportunity it provided for networking — participants were furiously scribbling each other’s Twitter handles. When a SXSW staffer walked into the room at 10:33 a.m. and announced that the group had to vacate so that the next panel could be set up, the group was decidedly unhappy. “Don’t leave,” a voice shouted. “Burn the palace!” yelled another. “I’m going to have to ask you to vacate the room now,” the staffer said.
Half an hour later, dozens of smaller conversations spawned by the gathering were still taking place outside the meeting room. I have never seen that happen to that degree at a SXSW panel.
Quotes: “I think new media loves old media and they hate to admit it,” — Ryan Osborn, Director of Social Media at NBC News.
Takeaways: Participants suggested that the majority of TV viewers do not tweet, but that those who do are active and enthusiastic “magnifiers” who spread information exponentially. They referenced the ratings for Charlie Sheen’s appearance on Piers Morgan’s CNN show and suggested that Twitter was responsible. There was also a consensus that the integration of TV, social media and social media apps is still fluid and evolving.
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By Soc.TV
March 20, 2011 11:56 AM | Link to this
Well written.
The social-tv paradigm shift will undoubtedly catch many entertainment-industry behemoths off guard. The Soc-TV industry has very low barriers to entry, which will quickly spur innovation and competition. While the obvious winners will be the smartest and swiftest content-providers of Soc-TV, many of the most noticeable benefits will flow directly to those consuming the myriad of entertainment options that will soon become synonymous with Soc-TV.
Regards,
The Social-TV-Network
Watch, Connect, & Win! (TM) @ Soc.TV