Sky has seen the potential of social TV too, but from a diametrically different perspective: Social TV's power, for Sky, is in the ability of social apps like Zeebox (in which the broadcaster now has a 10% stake) to enhance and reinforce a live TV service. Zeebox, by allowing viewers to instantly access, share and contribute to a stream of related content, embodies and advances an existing social trend for a parallel and complementary "second screen" experience on a connected device, alongside the TV.
Social will have a key role in helping us discover new content, especially as the amount of content available continues to grow. But if existing broadcasters can harness social media to enhance the immediacy and value of their linear schedule, the threat from the on-demand universe Hastings predicts will be largely negated in the near term.
Via Gary Hayes