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Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile by Stacey Shepatin, Mike Proulx

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Chapter 8

TV Everywhere

Watching TV Content Whenever and Wherever

T wenty-eight-year-old Chris Brum is a third-grade special education teacher as well as a full-time PhD student at Boston College. His 32-year-old partner, Chris Polous, is the director of sales for a Boston residential real estate agency. The two live together in Dorchester, Massachusetts, and though they each have very different TV watching habits, they do have one important element in common: half of their total TV viewing happens on mobile devices.

Chris Brum watches only about five hours of television per week, well below the US average. Because of his work and school schedule, Chris is often on the go. However, the one device he carries with him at all times no matter where he goes is his iPad. He will take time during study breaks at the library to launch either the ABC, HBO, HGTV, or Netflix applications to catch an episode of one of his favorite shows—including popular programs True Blood, Modern Family, and Mad Men. Chris favors the 30-minute sitcom versus a more immersive and longer drama during these times; it gives him just enough of a mental cool down so that he feels ready to resume hitting the books.

Chris tends to watch television later at night when he is at home. If he happens to be in his living room—or if the couple wants to watch television together (or with friends)—they will turn on their traditional TV set connected to a TiVo box using a DirectTV satellite feed. But being in his living room ...

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