LOS ANGELES — Social TV is growing quickly for consumers, brands and media companies and with good reason, said Lori Schwartz, Chief Technology Catalyst for McCann Worldgroup, North America in this interview with Beet.TV.
Schwartz is the co-governor of the interactive media peer group of the Academy of Television Arts and Sciences. She has long been a proponent of interactive TV.
One of the big benefits of social TV, which refers to engaging in social media or watching co-viewing Apps during shows, is that networks can track and measure the buzz around a show. "Now you can track that behavior, " Schwartz said. "Social TV is an exploding area and TV has always been a communal experience…now it's exploding on multiple platforms."
The key to a successful social TV strategy is to connect mobile phones, iPads, online experiences and other venues to support the storytelling, she said. That lets viewers engage in different ways with programming.
We spoke with Schwartz at the Paley Media Center in Beverly Hills where she was on a panel moderated by Amber Lawson.