Channel 4 to bolster programming with Facebook integration
Channel 4 will use Facebook’s API tool to integrate Facebook users posts into its on-screen programming as well as monitor user interaction around its TV shows including Made in Chelsea, Sunday Brunch and Channel 4 News.
The announcement means Channel 4 is the second broadcaster after Sky to use the social network’s latest APIs, which include a Public Feed that lets broadcasters include public Facebook conversations into their on-air broadcasts in real-time.
Channel 4 will now also be able to use Facebook’s Keyword Insights API to search posts on the social network for a specific terms, and better understand demographic information, including gender, age and location, about those discussing its content.
Ally Branley, Channel 4 social media marketing manager, says: ”Social media platforms are a well-established space in which viewers discuss and can contribute to Channel 4 programmes. The trial of Facebook’s new Public Feed and Keyword Insight APIs, is an exciting opportunity to explore new ways of including viewers in both on-air and online experiences.”
The announcement was made earlier today (8 October) at the MIPCOM conference hosted in Cannes, France, where Facebook also announced additional broadcast partners for the APIs in France, Germany, Brazil, Canada and India.
The announcement also comes as advertisers too attempt to better measure ‘dual-screening’ behaviour around their content.
Earlier this week Nielsen announced the launch of its Twitter TV ratings tool which also revealed that the average Twitter audience for a live TV show on the social network is 50 times bigger than the number of those tweeting about it.
