How does John Hendricks think social media has changed the television industry?

Oh, it’s been unbelievable — the impact of people blogging, using Twitter and Facebook to endorse shows. It’s unbelievably powerful, and so that’s the way we look to help market these days. Fortunately, we have so many people now interacting with Discovery and so we’re able to communicate by email, tell them to post something on Facebook if they love Deadliest Catch. It’s just more and more important, and it’s just a big part of what we do. We’re trying to use all of the new media resources that we can. We’re also looking at the new ways people consume television and how television’s developed. We just bought a company called Revision3, which was successful in discovering raw talent on YouTube and organizing that in a business model that works. We know that people are different in the way they consume television — they’re multitasking, sending an email to a family member or writing a little note on Facebook about it, so that’s part of our new world. And the amount of tweets around Shark Week is just fascinating. People love it. When we do Shark Week, people have Shark Week parties. We discovered that people also had Planet Earth parties when we released that, but that was a time when your HDTV sets and the large screens were really starting to come out, so people invited their friends over. But now they have virtual parties.

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