The Royal Wedding: A Two-Screen Broadcast Experience

For weeks, my Twitter stream has been ablaze with messages about the Royal Wedding. With speculation of dress designers, honeymoon destinations and more, media coverage of the wedding has been ramping up for weeks. As an avid consumer of news, I was sucked into the Royal Wedding fanfare and couldn’t wait for the big day.

The marriage of Prince William of Wales and Kate Middleton signifies the revival of the British Monarchy with a young, modern couple of the 21st century. The sign of the times during the wedding was made apparent by the massive digital following during the ceremonies. At the time of the Bishop’s address on Friday morning at 6:40 a.m., all ten worldwide trending topics were related to the Royal Wedding.

Royal Wedding fanatics had numerous media platforms at their fingertips during the ceremonies. Television networks employed a multi-channel strategy during their broadcasts. Networks created an engaging experience for viewers by utilizing online livestreaming, mobile apps, Facebook pages and network-specific Twitter hashtags.

Promoting online engagement during traditional broadcasts is a social strategy that has risen in popularity during live television broadcasts in the last year. During the 2010 FIFA World Cup last summer, Twitter records were broken for the highest number tweets per second. Since 2010, the records have been broken several times, and Twitter has played an even larger role in viewer communication during television broadcasts.

This phenomenon is known as the two-screen experience — when users interact through technology like an iPhone, tablet or computer while watching the broadcast on television.

Engaging audiences with multiple channels during broadcasts is now a necessity for networks. With the comforts of DVR, facilitating and promoting the two-screen experience is the best way networks can preserve audiences during coverage of live events.

But the viewer’s experience is changed when social media is included in the mix. Are you a two-screen television viewer? How have you engaged with social media during television shows and live broadcasts? How does social media alter the way you watch the broadcast?

To read more check out The Social Media Buzz Behind the Royal Wedding on Mashable.

One thought on “The Royal Wedding: A Two-Screen Broadcast Experience

  1. Pingback: Rethinking the Second Screen: What About the Multiscreen Experience? | Marketing Strategy

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