Social Media is spreading like a virus in every corner of India. Indian businesses are adopting social media to reach out to their customers and their lives too. Name any business that is not present on social media, from banks to merchandise to FMCG, the list is growing bigger and bigger day by day. They have finally discovered a gold mine that had been hidden so far. The biggest medium of entertainment and reach in India - Television is also moving to social media. Recently, we shared an update on how Imagine TV is bolstering its social media efforts for its new show “Gajab Desh Ki Ajab Kahaniyaan” hosted by the Indian television controversy queen, Rakhi Sawant. So one might wonder whether Indian marketers are investing big time in social media. If you ask us, then we say YES!
It is just not the regular TV channels that have a presence on social media like Imagine, Setmax, StartIndia,etc. but popular shows like ‘Bade Acche Lagte Hain’, ‘Sajan Ghar Jana hai‘, ‘Yeh Rishta Kya Kehlata Hai‘, etc. have their own visibility on social media. For example, Sony’s popular serial ‘Bade Acche Lagte Hain‘ has created a lot of buzz with its two thousand strong community on Facebook. Reality shows that have been considered as a magic wand for TRP’s on Indian television are also blooming on social media, e.g. ‘Entertainment Ke Liye Kuch Bhi Karega‘, ‘X Factor India Official’ of Colors, ‘Just Dance’ of Star Plus‘, etc. In other words, social media has turned as mainstream as the television.
Businesses are not only trying to capture the buzz of existing programs but they are making sure that they are generating exclusive buzz about new TV serials too. For e.g.: ‘Kaun Banega Crorepati‘ the reality game show that starts from 15th August is already creating a buzz for a while now on Facebook. The page which is knocking on the head of fans by a cool countdown app has also engaged its fans on its wall. It’s just not Facebook but social media networks such as Twitter, Youtube, etc. are playing a bigger role. While Twitter is sharing information in one forty characters, Youtube has been a network of exclusive videos, old shows for those who might have missed etc.
We obviously like the way television is dating social media but we would love to see it grow into a real life bonding. It’s great to see that businesses who till date considered TV as the biggest medium of broadcasting and promoting, are now paying attention to social media. Although having a 360 degree social media presence is cool, each social media network has its own reason of existence. So care should be taken that the same content is not floating across all networks. For e.g. some TV channels are posting updates of Facebook on Twitter too. Content managers need to be careful as fans will get bored seeing the same content everywhere. Social media is easy to embark upon but sustaining and buying users time on respective social media networks is the challenge at the moment.
Are you connecting with Indian TV channels and programs on social media? If so, then what excites you?