La social tv nella produzione televisiva. Il caso di Un Posto al Sole = Social TV in television production. The case history of "Un Posto al Sole"

Abstract

Social TV in television production. The case history of "Un Posto al Sole". In recent years, social tv has become part of the cross-medial strategy of broadcasters, a new focus for advertisers and market researchers, and has been increasingly seen as a new chance of creating public value for the public service media. Starting from these premises, the aim of this contribution is to explore the ways by which social tv strategies can become part of the production processes of an Italian public service broadcasting program. The goal of this exploratory research is to understand whether in the strategy of using Facebook the promotional, or the relational dimension, is more emphasized. The research has highlighted, in particular, how social TV has not yet an autonomous relevance in the production process of the tv series chosen for this case study research (Un Posto al Sole) and how some opportunities for interaction with the audience are not still exploited with a view to a greater connection between production and consumption.