A Social Relationship with TV

Accenture just did a survey that showed that these icons actually work.  That people actually followed the prompt to visit the advertiser's Social offerings for more information or take a specific action (like, QR code, etc).

The clear driver (as shown by the study) is that people do not want to be social with these advertisers but they are looking for the "payoff."  What am I getting for clicking on your social icon? How will I be rewarded?  It would be interesting to see how many people discontinue once they received their reward? Do they value the relationship with the advertiser enough to stick around and get the many updates coming their way?

Nonetheless, advertisers and TV networks will have to recognize the relationship between consumers and Social as they engage in the traditional medium of TV.  How will networks utilize their own Social properties and balance that with their advertisers? Who does this fragmentation of audience benefit? Will networks continue to allow advertiser to send their audience to their Social network as suppose to networks growing their own social networks?

More and more networks are beginning to understand the social space and the role it plays with programming; as such, you see more apps being developed and more extensions from big ticket appointed viewings (American Idol, Award shows, SuperBowl, etc). Undoubtedly, traditional TV consumption will become obsolete as viewing becomes more personalized and social.  And those positioned to reflect this trend/change will be the one to most likely succeed in the coming future.