The Bachelor, Internet and TV Consumption

How does media convergence influence new media markets? This was the question of the week that we were asked to focus on during our presentations. I chose to present on the ABC dating game show, The Bachelor. I used this television show as an example to show how consumers now play an active, rather than passive, role in today's new media world. Because of this, media markets such as advertisers, have been introduced into a new platform in which to reach consumers.

My presentation focused on the outlet of social media, and how the Second Screen Theory plays into the way the audience consumes media. Second Screen Theory involves the use of a computing device (commonly a mobile device, such as a tablet or smartphone) to provide an enhanced viewing experience for content on another device, such as a television. It was found that many audience members for The Bachelor are involved with live tweeting as the show is being aired on TV. This is an example of the Second Screen Theory. Since the audience was actively participating online while watching the show on TV, advertisers realized that they should reach out to consumers on social. Clorox ran a campaign to reach these social users, and their engagement rate doubled from the previous year.

Although this is a brief summary of my findings, it was concluded that media convergence influences new media markets by changing the interaction and connection abilities with consumers. Therefore, advertisers/sponsors are open to many new opportunities that new media provides.

Sources:

Straubhaar, J. D., LaRose, R., & Davenport, L. (2016). Media now: understanding media, culture, and technology(Ninth ed.). Boston: Cengage Learning.

Grant, A. E., & Meadows, J. H. (2012). Communication technology update and fundamentals. Waltham, MA: Focal.

Goyal, S. (2013). Advertising on social media. Scientific Journal of Pure and Applied Sciences, 2(5), 220-223.

T. L. (20`6, March 17). 'The Bachelor': Why do people still watch? Retrieved January 22, 2017, from http://www.cnn.com/2016/03/16/entertainment/bachelor-why-watch-feat/

Poggi., J. (2015, October 12). Coming Up Rosy: Inside the Business of 'The Bachelor' Retrieved January 22, 2017, from http://adage.com/article/media/business-bachelor/300852/

Kissell, R. (2016, March 15). Ratings: ‘The Bachelor’ Finale Strong, Notches ABC’s Top Monday in Two Years. Retrieved January 22, 2017, from http://variety.com/2016/tv/news/ratings-abc-the-bachelor-finale-strong-up-vs-last-year-1201730354/