The Use of Social Media by ABC and its Ability to Increase Linear Audiences

Traditional television got a boost in 2014 when ABC launched its Thursday night primetime fall television block known as T.G.I.T. or Thank Gosh it’s Thursday. All three shows that aired were created by Shonda Rhimes. The night began at 8:00 with Greys Anatomy. Scandal followed at 9:00, and How to Get Away with Murder wrapped up the programming block at 10:00. The night heavily relied on twitter, in fact, T.G.I.T. is probably better known as #T.G.I.T., and the stars, producers, writers, etc. of the show live-tweeted during the episodes along with fans. With the emergence of new media like DVR, VOD, and streaming television, the need for appointment viewing has shifted and now hinges on where, what, and when viewers want to watch. This study will focus on the expression, "appointment tweeting", the act of tuning into Facebook, Twitter, Instagram, etc. at a specific time during a live television broadcast. This is different than "Social TV" because it emphasizes the viewer's drive to get in front of the television for the live broadcast of show with the hope and promise of engaging in social media. Social TV on the other hand emphasizes the literal practice of engaging and interacting with others while watching a television broadcast (Walker, 2018). The study will explore if and then why viewers are more drawn to a live broadcast of a primetime television show if there is a social media presence that accompanies the broadcast. The research will focus on the twitter campaign launched by ABC and Shondaland, the production company founded by television writer and producer, Shonda Rhimes, to help promote their 2014/2015 Thursday block of ABC shows. It will explore who interacts with social media during the live broadcast of a television show and why.M.S., Television Management -- Drexel University, 201