There is an unavoidable growing synergy between television and social media in the UK. On demand and catch up services are searchable on YouTube and are so well integrated, it is difficult for users to define if they are watching a YouTube or a streamed service. Television shows and even commercials are using social media to involve viewers and create a buzz around story lines.
The business advisory firm Deloitte claim that there is a limit to just how effective the merging of social media and television is. Deloitte’s findings affirm that it is young enthusiasts who fuel the success of these campaigns.

The recent BT advert featuring the Adam and Jane saga came to an end with an online campaign for the public to decide what happens next via Facebook. Over 1.6 million Facebook users voted. Although hailed a success, the question still remains, is that a big enough slice of the UK’s 24.2 million Facebook pie?