September 6 | Posted in:Social TV

Framed Live! Kelly and Michael Set

This week Kelly Ripa and Michael Strahan celebrate the one year anniversary of their union as co-hosts for “Live! with Kelly and Michael.” Around this time last year as co-founder of a start-up blogger network, The Blogger Connection, I was in the studio audience at the premiere show of the “Live! with Kelly and Michael” where Michael Strahan was announced as Kelly Ripa’s permanent co-host.The past year has been quite amazing.The unlikely duo of Ripa and Strahan have joined forces and have become one of the most popular couples on morning television. As for myself, I’ve moved on from The Blogger Connection and am currently developing Deborah Mitchell Media Associates, which focuses on blogger outreach, television and social media.

Framed Debbie and Michael Strahan

Even though “Live! With Kelly and Michael” already had a social media team in place, Executive Producer Michael Gelman gave The Blogger Connection permission to tweet live (the Monday before the announcement of the new host) from the audience to bloggers using our hashtag (#TBCatLive).  Michael  Gelman was ahead of the curve on this and I was excited to interact live online while being a part of one of my favorite morning shows.
Framed HuffPost Live Studio
Today combining social media, specifically Twitter, into television programming is no longer the exception; it’s the rule.The term “Social TV” best describes the relationship between social media and television. Programmers must find the best way to produce and deliver to their audience through social media. Shows like the short lived “Our Take” on Arise TV and “HuffPost Live” were built on social media hype and network shows are almost required to have a dedicated team of social media gurus.
Framed Jessica Williams

A few weeks ago Jessica Williams, a web editor for a nationally syndicated show, took part in our summer blog series where she revealed her responsibilities included: “coming up with strategies to keep our viewers engaged even when the show isn’t on the air. In addition to editing content daily that pertains to the topics and guests that appeared on our show, I also film and edit behind the scenes footage to share with our audience.”

Television’s viewing audiences are tuning in when shows are on or off the air — let’s think “Scandal,” “The Voice,” and “American Idol.” We’ve all read about the success of ABC’s hit show, “Scandal,” both on and offline with their infamous #AskScandal hashtag. Social media is dramatically changing the way viewers watch television and has created what I call the second screen syndrome.


The second screen can be your Facebook or Twitter platform which allows you to interact with other viewers during live TV time.  In most instances, you are able to interact more intimately with your favorite show by talking with the actors on the show, with friends watching the show, and with new found connections who love the show, too.

Social TV is a way to create a buzz before, during and after a show.  My assistant, Sang, tipped me off to this lengthy FB chatter about “Scandal” happening a month before its premiere! 

These are die hard fans!
ATTENTION GLADIATORS!!!!!!!! Today officially marks the 30 day countdown until the return of Scandal!!!! In the words of Kisha Mason eeeeeeeekkkkkkkk!!!!!#dontjudgeme #watchandyoudunderstand #bestshowontv #beenalongtimecoming— with Ra’Keishela Brown Miller and 7 others.
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A show producer today is faced with the challenge of HOW to create the best social TV atmosphere and create the interaction via social media to keep their viewers engaged and talking about the show before, during, and after.

You want to create the second screen syndrome for your viewing audience.

Framed Christina Brown, Demetria Lucas. Deepak Chopra

As Executive Producer of the women’s talk show “Our Take,” one of the challenges during the summer launch was building and engaging the online audience.  This was a vital element since the show was seen internationally on cable but only available online in the United States.

Below are a few ways we made the TV show socially engaging and interactive:

  • Bloggers were invited to co-host and be guests on the show
  • Guests with active social media profiles were encouraged to tweet and post days and hours before their appearance
  • Twitter handles of the guests were displayed in a lower third graphic on air during the show
  • We created a designated show hashtag that was promoted throughout the show (#OurTakeArise)
  • We had live tweeting during the show and urged our viewers to follow our show’s conversation
  • Tweets were placed on air for our viewers
  • Our host verbally acknowledged, on air, those viewers who interactively tweeted with us

As viewers gear up for the this fall’s show premieres, pay very close attention to your favorite television shows and get ready to catch on to the social second screen syndrome.

Also stay tuned. We are hard at work on the Deborah Mitchell Media Associates website.

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Framed Debbie In Control Room

TV/Social Media Producer Debbie Mitchell is an Emmy nominated producer who is a member of the Producers Guild of America (PGA).  She is currently a member of the James Beard Broadcast and New Media Awards Committee.  If you  are a brand interested in “Book Case TV”,  Social TV, blogger outreach campaigns, or a blogger or personality interested in television placement follow Debbie Mitchell @SocialTVDeb and/or email SocialTVDeb@gmail.com. Watch her video segments on YouTube.

More Ready4Air 2013 Summer Blog Series