User-generated and social videos to hit live TV in real time Special

Posted Sep 19, 2013 by Zach Weiner
TV Land begins to evovle and shift towards becoming a social and user generated experience with Vine and Instagram video integration.
As the TV landscape continues to evolve the ecosystem is seeing a greater intersection between digital endeavors and traditional big screen media. The disruption of traditional television with developments in the 2nd screen space, Over the Top TV, Social Television and Connected TV is a crucial area to watch as it effects the multibillion entertainment and advertising markets in unprecedented ways.
Research stated from the The 2nd Screen Society predicted a potential 5.7 billion second screen market by 2017 alone. These developments bring forth a variety of new trends that have the potential to ripple across diverse industries and business initiatives.
One of the more heralded trends has been the ability to take live social commentary from viewers of TV programming direct onto mass television and it’s evolving rapidly. Early efforts allowed items like tweets and Facebook posts to be integrated into live TV programming.
Expanding on this concept, Norwegian technology start-up “” has recently been first to take the screen back to its roots- User Generated Video content that can be integrated direct and in real time with Vine and Instagram Video.
The spread of short-form video would seem to be a natural extension for TV that that the two social platforms make possible. The technology would allow the TV industry to pull direct short form video from users and send it straight to TV.
As stated by CEO Lars Lauritzen This is a watershed moment in the Social TV maturation process. With support of Instagram Video and Vine in the Interactivity Suite, Social TV becomes just that: Real TV. Today's announcements are but the most recent in a long line of Social TV and Social TV Advertising world's firsts.
There are numerous implications with the integration that one can imagine broadcasters could take advantage of, from being able to use real-time videos for news programming, to brand new creative formats that can be imagined for novel programming formats. The same is echoed for the advertising world, which could be granted the ability to engineer creative brand engagements in real time across screens. It also signifies a deeper trend in consumer behavior. One that showcases the desire to not just be talked at in a one way format, but to engage in dialogue with our media sources and across our social digital circles.
The news comes at an interesting time as both Facebook and Twitter vie for the leadership position as a peripheral to TV consumption with both organizations rapidly innovating. Facebook’s new graph search has been cited as a method to allow for enhanced TV discovery and as a way to aid broadcasters with social exposure. Whereas Twitter has been taking on a plethora of new partnerships across the board such as the purchase of Social TV Measurement firm Bluefin Labs.