http://www.nytimes.com/2011/02/21/business/media/21watercooler.html?emc=eta1
By the time the first ballot is opened at the Academy Awards next Sunday, millions of people will be chatting about the awards show on the Internet. And ABC will be ready.
Trying to exploit viewers’ two-screen behavior, the television network has built a companion Web site with behind-the-scenes video streams, so Oscar winners will be seen accepting an award on the TV set, then seen celebrating backstage on the stream.
Experiments like this one are a sudden priority in television land. As more and more people chat in real time about their favorite shows — on Facebook, Twitter and a phalanx of smaller sites — television networks are trying to figure out how to capitalize.
It’s as if people are gathered around the online water cooler — and the television executives are nervously hovering nearby, hoping viewers keep talking and, by extension, watching their shows.
Experts like Ian Schafer, the chief executive of the digital agency Deep Focus, say that Twitter and Facebook messages about shows may well be “the most efficient way to drive tune-in.” Though it is hard to prove the link, Mr. Schafer sees it firsthand when a news segment catches his attention or a basketball game is in overtime. “I’ll say on Twitter or Facebook, ‘You have got to tune into ‘Nightline’ or ‘60 Minutes’ right now,’ and then I’ll get people saying, ‘Oh, thanks for alerting me,’ ” he said.
The water-cooler effect makes big shows even bigger — the Grammy Awards had its highest rating in a decade on Feb. 13 — and gives small shows a new way to stand out.
On the same day as the Grammys, Howard Stern demonstrated the latter with his stream Twitter posts during a re-airing of his movie “Private Parts.” Suddenly, some people flipped over to HBO2 to follow along, and Twitter executives were thrilled. Adam Bain, one such executive, wrote, “This is what fiction TV producers should do every week.”