You don’t really have to watch TV to know what the parliamentary speaker said about the new charter in a televised live debate or the unexpected twist in a popular TV show. Why would you need a remote control when you have hashtags, live Tweets and trending topics?
As the world of communication disintegrated, and the audience fragmented into millions of individuals with their own personal viewing experiences through multitudes of channels and social media, we were supposed to say goodbye to traditional television programming.
There were podcasts and emerging niche channels, causing a timeshift in the viewing experience as people recorded, downloaded and watched their favorite shows online. Social media promised a personalized experience in information flow, consumption of entertainment, and an interactive, immediate way of communication.
This was bad news for TV channels, whose traditional structure required people to sit down when their favorite programs aired. Viewers had to wait before rushing to the office water coolers to talk about the latest twist in their TV show, or the gaffe made by a celebrity on a talk show.
It became clear that all had changed when Prince William married Kate Middleton last April. The term coined as the “water cooler effect,” which required all viewers to watch a TV program at the time of the broadcast and wait until the next day to discuss the repercussions, dramatically shifted as Twitter hit the World Wide Web.
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