MUMBAI: Social media act as a multiplier for TV consumption amongst TV viewers. That?s one of the findings of a multi-country study conducted by the Us-hqed Viacom and its Viacom International Media Networks (VIMN) division. Titled "When Networks Network: TV Gets Social," it attempted to investigate the relationship between TV and social media usage.

The findings uncovered three key types of motivations leading fans to engage in TV-related social media activities: Functional, Communal and Playful.
 
Users entered their media consumption habits in social media diaries in the US, online community studies were conducted in the US, UK and Germany and were supported by online surveys in the US, UK, Germany, Brazil and Russia with more than 5,000 Viacom viewers aged 13-49 who use two or more social media platforms on at least a weekly basis.

"Our objective with this research was not only to understand what drives our audiences to social media, but also to see how their social media activity impacts viewing behaviors," said Viacom Media Networks executive vice-president and chief research officer Colleen Fahey Rush. "At Viacom, we?re focused on creating social experiences that continue the conversation off-screen and deepen the relationships between our fans and their favorite shows and characters."

The research revealed that TV viewers engage in an average of 10 TV-related activities on social media platforms on a weekly basis, including: interacting with friends and fans (72 per cent); following/liking a TV show (57 per cent); sharing or recommending (61 per cent); watching full clips and trailers (61 per cent); searching for info and show schedules (66 per cent); and gaming or signing up for freebies (49 per cent).

Out of 24 social media activities tracked, three distinct types of motivations for TV-related social media use emerged: Functional (searching for show schedules, news, exclusives); Communal (personal branding, connecting with others); and Playful (gaming, entering contests).

Of the countries included in the study, Viacom found that viewers in Brazil embrace TV-related social media activities the most frequently, while those in Germany are the least likely to do so.

Functional: Information Above All

Function trumps all other motivating factors, including socializing, when it comes to TV-related social media use, the study revealed. This is true of all the countries in the study, with viewers in Germany leaning the most towards the functional motivations. Viewers are more interested in the experiences and content offered by networks and TV shows than communicating with others on social media. They use social media sites to:

? stay informed about air dates and times (44 per cent);

? keep up with the latest show news (45 per cent); and

? access exclusive show info (37 per cent), video (36 per cent) and plot clues (36 per cent).

Functional motives are stronger for teens and young adults. Viewers aged 13-17 are most likely to use social media to search for show schedules and exclusive videos, while those between the ages of 18 and 24 are most likely to search for the latest show news and to access spoilers.

"We found it intriguing that TV-related social media behaviors and motivating factors were consistent across all five countries that we looked at in this study," said VIMN vice-president of research insight and reporting Christian Kurz. "Globally, social media is becoming today?s version of a TV guide for viewers ? it is really how they prefer to get their information about the shows they watch."

Communal: The Value of a Facebook ?Like? or a Twitter ?Follower?

Communal factors are the second most common reason for engaging in TV-related social media use, the Viacom study revealed. Viewers reported using social media to brand themselves and share taste (34 per cent); to connect with the show (28 per cent); and to connect with other fans (28 per cent).

One way viewers satisfy their communal motivation is by "liking" a show on Facebook or "following" on Twitter. Viacom?s research has uncovered the long-questioned value of such Facebook "likes" or Twitter "follows" when it comes to TV. After "liking" or "following" a show, viewers were a full 75% more likely to watch that show.

Viewers also watch more in an average of three different ways (live, stream, reruns), and engage more with TV shows and channels on digital platforms:

? 41 per cent access its social media more

? 39 per cent visit show/channel site more often

? 27 per cent are more likely download related apps

"Liking" or "following" also satisfies functional motivations by providing show schedules and updates.

Playful: Social TV Games Matter

Third, playful experiences drive TV-related social media activities, including playing for rewards (24 per cent to get freebies or enter contests) or playing games (25 per cent games; 24 per cent quizzes/polls).

? Over 30 per cent play TV show-related social media games on a weekly basis.

? Of the social gamers who watch a TV show and play the related game, about 75 per cent play off-season.

? TV-related gaming is a persistent touch-point and a way to connect year-round with viewers.

Social media games help drive viewership, with around 30 per cent of respondents having gamed before ever watching a show. About half reported watching a show more due to the show?s social media game. Game shows, comedy and reality shows come in as the top genres for gaming.

Social Media and Show Discovery

Social media ranked third (39 per cent) as a source of show discovery, behind promos (54 per cent) and word of mouth (50 per cent). The exception is Brazil, where social media ranked even higher as a source of show discovery, second only to TV promos.

The research revealed that social media-fueled show discovery uniquely and positively impacts live tune-in, with viewers significantly more likely to watch a show premiere on live TV when that show is discovered via social media.

? 70 per cent are likely to watch the live debut of a show that was discovered on social media, versus 48 per cent live if it was discovered elsewhere.

? 41 per cent are likely to watch a show live past its first season if the show was discovered on social media, versus 28 per cent live if it was discovered elsewhere.

Drivers of live tune-in from social media include Facebook friend?s comment, a show?s post, or a friend "liking" the show.

MUMBAI: US media conglomerate Viacom has reported financial results for the fiscal second quarter which ended 31 March.

Revenues decreased by six per cent to $3.14 billion, primarily due to lower film revenues and partially offset by an increase in Media Networks revenues as ad revenue increased over the prior year. Operating income declined by nine per cent to $847 million, reflecting lower film results and an increase in Media Networks programming investment expense, partially offset by the increase in advertising and affiliate revenues.

Adjusted net earnings from continuing operations attributable to Viacom were $481 million, and adjusted diluted earnings per share from continuing operations were $0.96 per diluted share.

Viacom executive chairman Sumner M Redstone said, "Viacom continues to build momentum by developing unparalleled entertainment content for audiences throughout the world. I am fully confident that our proven executive team will deliver even greater success, by driving Viacom?s vibrant businesses and returning outstanding value for shareholders."
 
Viacom president CEO Philippe Dauman said, "Viacom?s ongoing strategy of focused investment in creative content and broad multiplatform distribution of our brands accelerated improvement in our business in the quarter. Viacom?s media networks are continuing to develop innovative new original programming for all of our audiences, and building unique experiences for our established brands that move beyond the television screen.

"As a result, ratings are up at several networks, and advertising revenues have returned to year-over-year growth, up two percent, with eight points of sequential improvement over the December quarter. Paramount is also executing on its strategic plan, and successfully positioned ?G.I. Joe: Retaliation?, ?Hansel and Gretel: Witch Hunters? and ?Pain And Gain? for global success, and the year ahead remains strong, with audiences eagerly awaiting our upcoming tentpole releases - ?Star Trek Into Darkness? and ?World War Z?."