Not so long ago the only media output we had were newspapers, tv and radio. The audience were consumers of said media, we had no say in whats being shown, no interaction. Recently this has changed. Social media and apps allowed for interaction with the content. We are no longer the consumers, we are(as D. Gauntlett said) prosumers. The audience is not only watching tv shows but also responding to it by creating their own content. With services such as youtube, tumblr and reddit we can easily share user generated content based on the tv shows that we watched.
Another thing that became popular with the presence of social networking is a “live” conversation with the audience. We constantly see “hashtags” and links to countless facebook pages, instagrams and twitters. We are slowly getting to the point where the TV show content is audience driven. This revolutionised and changed the way TV programmes are/will be made. Audience can now participate in voting, discussion and even activate micro content through apps (such as shazam) and social networking.
One example of this is a “companion app”, Shazam. Originally intended to “listen” to songs playing in the background and magically recognising said song, now can also be used while watching TV programmes to unlock special content all in one, convenient app. This shows that media is no longer cross platform, reaching to its audience from various devices and media outlets but also(and more importantly) its multi platform. This means that we no longer concentrate on the tv, we also user our smartphone, tablet and/or pc. Media world has to adapt to this change by creating content on all of these devices and creating it in a way that targets the user of said device. The introduction of smart devices means that it is easy to watch TV and at the same time checking facebook or reading a newspaper on a tablet. This is called Content Gazing and this is what most multi-device users do. TV programmes need to create creative and engaging content to drive the audience to “Spider-web”, which means using the different devices to investigate, interact and share content from the same show on multiple devices.