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- Social media and television have a number of connections and interrelationships that have led to the phenomenon of Social Television, which is an emerging communication digital technology that centers around real-time interactivity involving digital media displayed on television. The main idea behind Social Television is to make television consumption a more active content experience for audiences. In the 2010s, social media platforms and websites allow for television shows to be accessed online on a range of desktop and mobile computer devices, smartphones and smart TVs that are still evolving today in the 2020s . Alongside this, online users can use social media websites to share digital video clips or excerpts from TV shows with fellow fans or even share an entire show online. Many social media websites enable users to post online comments on the programs—both negative and positive—in a variety of ways. Viewers can actively participate while watching a TV program by posting comments online, and have their interactions viewed and responded to in real time by other viewers. Technologies such as smartphones, tablets, and laptop computers allow viewers to watch downloaded digital files of TV shows or "stream" digital files of TV shows on a range of devices, both in the home and while on the go. In the 2020s, many television producers and broadcasters encourage active social media participation by viewers by posting "hashtags" on the TV screen during shows; these hashtags enable viewers to post online comments about the show, which may either be read by other social media users, or even, in some cases, displayed on the screen during the show. In contrast to pre-Internet TV viewing, which typically took place in a family room of a private home, in the 2020s, digital and Internet technologies enable viewers to watch shows anytime, anywhere, regardless of the over-the-air television air times. For example, when a TV show is made available on a streaming service, viewers can watch the show on any day and at any time, and even on multiple screens at once Viewers with Internet-enabled mobile devices can even stream or download and watch a TV show while using different means of transportation. Television stations and programs have taken advantage of this new accessibility by incorporating aspects of social media into their programming, such as indicating social media websites where viewers and fans can post comments or participate in online activities. TV show producers are also using viewer comments from social media to improve their content or modify their marketing campaigns. TV show producers are also releasing video clips from live TV, including promotional trailers and excerpts from shows on popular social media platforms, including Facebook, Instagram, Twitter and Snapchat in order to generate additional advertising revenue and increase Internet users' awareness of and interest in their show. In some cases, social media marketing may be more effective at reaching a target market and less expensive than using "traditional" marketing approaches for TV shows, such as TV commercials. At the same time, TV shows using social media may face certain risks, as Internet users can post negative comments about the show online. In comparison with traditional marketing platforms, over which advertisers generally have a high level of control (e.g., a TV commercial), with social media, regular viewers can post critical comments directly under a TV show's online advertisement on a social media website. (en)
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