Social Media and Research for the TV exec

Shaw Canada recently signed a deal for Get Glue in Canada to check-in to Canadian shows such as Top Chef Canada and Real Housewives of Vancouver.  Personally, I’m surprised it took this long for a deal to happen. The most interesting side effect, however, is the international attention it’s drawing to Canadian formats and the insights it’s sharing.

Top Chef Canada, of course, if the north-of-the-border equivalent to Top Chef in the States. It has a strong following in Canada already, and the Get Glue connection is helping fans speak to each other. More interesting are the number of comments from those in the U.S. asking when they can watch the show.

While there’s not an overwhelming demand, there’s now awareness that the format exists in Canada, and international fans want a chance to see it and watch it online. This is great ammunition for the TV distributor.

With the right amount of research and a establishing strong competitive review basics, Get Glue, other entertainment based check-in apps, and social media channels tell TV producers and distributors a lot about the fans of their show. There’s even a YouTube series featuring a group of friends watching and reacting to Downton Abbey. This is data that’s accessible, sometimes cheeky, and can speak to how you decide to sell your program internationally, promote the show on your channel or approach character development for the next season.

Social media listening can be challenging to manage, but there are some external companies such as Canada’s Sysmos that can filter out useful information. Having a person dedicated to reviewing your social data on a regular basis – both TV shows you’re in charge of and the competition- helps give you an edge and keeps you in touch with the end-user – your fans.