Editor’s note: Pete Cashmore is owner and CEO of Mashable, a renouned blog astir tech news and digital culture. He writes unchanging columns astir amicable media and tech for CNN.com.
(CNN) — we watched a Golden Globes on Sunday night. Live. On TV.
That competence sound mediocre solely that we can’t remember a final time we intentionally watched a scheduled uncover that wasn’t on-demand, during a time of my choosing. I’m partial of a era a TV networks have nightmares about: a era that’s utterly calm examination all a media online.
This is a approach we were told it would unfold: As some-more options for calm expenditure evolved, people would start curating their possess channels. With YouTube, Netflix, Hulu and hundreds of other programming options, blockbuster cinema and “must-see TV” would give approach to thousands of niche channels online.
People would find out increasingly personalized party options, we were informed, from a personalized playlists we have on Pandora and Spotify to a tech-centric podcasts on my phone that support to audiences in a low thousands.
Mass media would be eroded by millions of niches, a forecast read, and large audiences would dissipate.
And nonetheless something extraordinary is happening. Increasingly, as topics start to burble adult on amicable networks such as Twitter, radio has ceased to be a pacifist medium. With live explanation from a online contacts, people such as me are increasingly seeking to be partial of these mass movements.
We’re wiping a dirt off a TV — as we did with a Golden Globes — and looking to be partial of this tellurian amicable event. we didn’t devise to watch a Globes, though as Twitter and Facebook illuminated adult with buzz, we couldn’t assistance though be drawn in.
Is my anecdotal knowledge partial of a wider trend? It seems possible. MTV’s Video Music Awards pennyless records final year, clearly aided by amicable media. The Golden Globes likewise saw a ratings spike in 2011. The 2011 Grammys, meanwhile, saw their best Nielsen ratings in a decade.
And nonetheless one information indicate doesn’t fit a pattern: The 2011 Oscars saw a medium dump in ratings, with some pundits blaming a choice of hosts. Is it a box that amicable media can’t make adult for a lifeless awards show? Or maybe 2011 was an anomaly?
We’ll have to wait and see, though final year’s ratings crosswise all awards shows would advise that a downward turn we competence have expected has nonetheless to materialize.
I see Twitter violation my habits for other calm types, too: Breaking news events such as final year’s harmful tsunami had me branch on a nearest TV set. Not since a news wasn’t permitted online — it was — though rather since during times like these we find out real-time information and a clarity of community. TV and Twitter creates that experience.
Call us a rebound audience: Those of us who deserted TV are removing pulled behind in, if usually for a brief moment. Which brings us to a summary of water-cooler television: a Super Bowl. This too matches a ceiling trend: America’s biggest sporting eventuality saw record ratings final year. Will Twitter and Facebook enforce me to collect adult a remote this time around?
If a trend holds, it seems likely.
Share this on: