Airtel TV announced a one of its kind convergence product where your tweets can be seen in DTH. Read more to understand the impact it might have in long term on TRPs

While the product perse looks very innovative, I still fail to understand the proposition for the consumer.  Why should a consumer see tweets on a Big Screen when he can see tweets on the mobile phone in his lap while watching his favorite program on TV.  Especially, when he will anyways have to use his mobile phone to re-tweet or reply to a tweet.

Shall we call it a triumph of Social Media, which has compelled Airtel to bring it in its stable apart from channel content, or shall we call it a triumph of Big Screen in India and tweeter wants to use that channel to grow its usage in India.  Confusing !!

Essentially what Airtel TV is telling consumer to fidget with the device and de-focus their attention on mobile device while watching their favorite program on TV.  TV Channels for obvious reasons will not be happy if the product takes off since it would mean decrease in their TRPs in long term…which might not be good for Airtel TV as well in the long run..

And now the big question.. who is paying whom for the activity? Is twitter paying Airtel for increasing the usage or Airtel pays Twitter for bringing in the offering?

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