Veo7 launched their first Twision program last Thursday and will continue to air every Thursday evening at midnight. Here’s some more post-launch insight into the initiative.
Unlike other international attempts to integrate Twitter, uni-directionally, Twision viewers are able to use the #veo7 hashtag to speak directly to presenters and influence where the program’s discussion goes — branded “twittertulia”.
During the latest program (which is at midnight and Veo7 is not a prime channel), Melchor Miralles’ timeline crashed and he was quickly buried under nearly 2,000 comments and suggestions.
The numbers? 80,000 watched the program for the entire hour, while 659,000 watched at least some of it. Worthwhile? Certainly, and if they do this right, they could position this as ‘people’s channel’.
Veo7 in itself aims to be open, collaborative and highly sensitive to public opinion. They’re deploying a very active social media strategy, reaching out to their audience. As an extension of their motto to involve the viewer, they launched the Twision program, essentially an innovative way to integrate two platforms, television and twitter for live programming, an idea born to Jaime Gutiérrez-Colomer.
Prior to launch, without advertising, the #veo7 hashtag took 5th place as a trending topic in Spain and repeatedly peaked to 1st place.
Veo7 is taking Twitter very seriously. Every presenter has a twitter account and more importantly, they use them, live. Can you think of a better way to do live, interactive and viral programming if not on using the most popular social platform for fast expression?
Melchor Miralles, General Director of Veo7 as well as the presenter, promises that as the program evolves, users will be able to get more and more involved, as a fundamental decision maker in the channel’s programming.