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CBS Connects With Viewers
By: Steve on May 11, 2012
CBS, the US-based broadcast network, launched CBS Connect this week; a Social TV platform that they say will take their viewer engagement to the next level.
CBS Connect is designed to be a social ‘hub’, bringing together content from Facebook and Twitter containing mentions of CBS shows alongside exclusive content, such as live video chats with the stars and creators of their hit shows.
Marc DeBevoise, Senior VP of CBS Interactive, explains:
“With CBS Connect, we are giving fans and easy way to find and interact with each other, as well as their favorite CBS shows and stars.”
The network has already experienced successful engagement with viewers through social media having hosted two two Tweet Week events as well as their own Social Sweeps Week last year.
The CBS Connect hub is clearly meant to serve as a one-stop-shop for fans of their shows by aggregating show-specific content from Twitter and Facebook but I’m skeptical about it having the ability to meaningfully drive engagement.
I tried finding out what the benefits of connecting through my Twitter account would be but was immediately put off when I read the list of permissions I’d be granting CBS on my behalf:
The live chats with show creators and stars aren’t happening often enough to encourage frequent visits and users have to click over to Facebook, leaving CBS Connect, to join in:
The problem is that fans already have the tools to connect with like-minds; by following show-specific Facebook Pages, or joining the conversation via keywords and hashtags on Twitter. Those platforms already have their walled-garden strategy pretty well laid out.
In simple terms, fans on Twitter are there because they like Twitter. Fans on Facebook – ditto.
It is a new platform and of course it can grow and adapt to suit it’s audience over time, but first-impressions are crucial on the web.
Its great to see a big network embracing new technologies and responding to the value that the social can offer broadcasters, but I’m just not sure that CBS Connect has success built-in at this stage.
Source: LostRemote
