The document discusses how viewers are no longer fully passive when watching television and engaging with other activities like using social media. It notes that 42% of viewers visit social networks, 29% look up information related to the program, and 13% look up deals from ads while watching TV. The document argues that television companies can no longer assume viewers are totally passive and should leverage digital capabilities to experiment with ways to better integrate television viewing with online activities.

1. Revalue the TV
Audience

2. Rethink Passivity
“We all agree that the
best technology is a
totally passive system
that doesn’t require
any interaction with
the viewer.”
-David Poltrack

3. But viewers aren’t
passive!

4. This isn’t the whole story anymore

7. What are people doing
while they’re watching TV?
• 42% visited social
networks
• 29% looked up info
related to program
• 13% looked up deals
related to ads they saw

8. What are people
doing on social
networks while
watching TV?
Visiting Facebook
Other surfing
Tweeting about the shows
they’re watching
Source: THR and Penn Schoen Berland, March 2012

9. Exposure Impression
Expression

10. Leverage Digital Capabilities

11. Experiment

12. Integrate