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Social media services and microblogging applications, such as‘Twitter’, are changing the way in which many people consumetraditional broadcast media. Real-time backchannel conversationsare now common-place as audiences simultaneously watch TVwhilst using social media to broadcast their own thoughts,sentiments, opinions and emotions related to what they arewatching. This individual behaviour, when aggregated, results ina new social experience comprising of mass, real-time, coconsumptionof TV services. This paper describes a study whichaims to understand user behaviour in this emerging area andprovides some preliminary analysis of viewers’ Twitter postingsduring the UK TV shows, The X Factor and Question Time. Ourfindings show that the postings expose audience engagement withTV shows and support the assertion of Twitter’s growingconfluence with broadcast media.
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Doughty et al. (2011) studied this question.