The tech world, at one time truly believed the Web posed a serious threat to the TV industry. But all that has changed now. Instead, it appears that tech, and TV are joining forces. We see these new associations in many ways. The following three associations shed insight as to how these interactions are working.

Twitter and TV

We see this new joining of forces through projects like that of  Twitter’s new advertising strategy, which is aimed at TV viewers. Its purpose is in not stealing huge TV ad budgets, but instead in helping TV advertising become more cost-effective.

Twitter in association with TV advertisers, plans on plugging into the large number of tweets that go on during live TV shows. Then, the idea is to offer this information to advertisers, so they can make their advertising minutes more effective. The objective is for Twitter to define when certain advertisements run and identify consumers who tweeted about the programs and the advertisement, allowing TV advertisers to reach out to these audiences through Twitter.

The point is to make TV more engaging and interactive. By focusing on this, Twitter aims at continuing the TV conversation and use the advertising to engage with audiences through the social platform. This is now possible because millions of people now use smartphones or tablets as they watch TV, and this combined social media-advertiser engagement may just appeal to this multi screen approach.

The Shazam and TV Interaction

Another demonstration of this union is the approach Shazam, a UK app company, has had substantial success in the app music streaming industry. However, the company has started a new approach working with TV commercial companies. The project involves allowing TV viewers to access added content delivered by advertisers to their smartphones. The idea may be a profitable one, but there are still a few glitches in the interaction process; by the time viewers see this symbol on their screen and reach for the phone to activate the app, it can be too late. A new updated version of the Shazam iPad app seems to be the solution. The app can be said to be automatic, listening for TV programs or ads it supports, then inviting a viewer to buy a soundtrack of the program, music or other special offer.

The Xbox One

This is another project demonstrating this joining of TV and tech. Through this gaming console, the Xbox One stresses the TV functionality of the device. In the US Microsoft promotes the idea that Xbox owners can switch seamlessly from playing games to watching TV through and alter smart voice and gesture interface. No longer do these gaming devices seem to be threatening the TV industry, but instead, are working hand-in-hand with programming and advertisers.

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