Social engagement now more important than TV ratings, says Fremantle boss
Advertisers now see TV’s ability to generate social media as its most valuable asset, says FremantleMedia’s digital chief Keith Hindle
Television might be here to stay but the industry is experiencing a seismic shift towards social media, FremantleMedia’s Keith Hindle has told the Guardian.
Hindle – chief executive of digital and branded entertainment at the production giant behind The X Factor, Britain’s Got Talent and American Idol – said that the level of social engagement that shows drive has superseded TV ratings as the most important indicator of content’s success in the eyes of advertisers.
He said TV “would be here for a long time” but described the change as a significant turning point for an industry in which social engagement would have been treated as an afterthought five years ago: “No longer is it: here’s a content idea we’re going to make, let’s produce it, put it up and then let’s think about the social engagement around it.”
Hindle added that sponsors would no longer sign up to content unless they had confidence in the social media strategy: “There’s a belief among major advertisers, associated with major pieces of content that the content is a paid media campaign to drive an earned media result. That’s the really interesting shift.
“A few years ago, the only things that mattered was ratings. Now what matters more is the level of social engagement around the content.”
This highlights the prominence of new and digital media in the television industry. The fact that television producers and marketers now have to take into consideration their media campaigns before they start filming shows the impact of new and digital media. Companies now look to utilise the internet to advertise their programmes because of its popularity and emergence as the modern media platform.
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