The latest season of Bigg Boss (Season 9) has been the most talked about TV show on Twitter in 2015, the social platform says. Overall, BB9 received over 5.7 million tweets and 168 million+ impressions. The other popular shows on Twitter in 2015 in descending order of popularity were Jhalak Reloaded, Nach Baliye 7, Comedy Nights with Kapil and Indian Idol Junior.
Not only was BB9 the most popular TV show on Twitter last year, it also was the most popular season of the reality TV series ever. For example, according to Twitter, tweet volume for BB9 was 70 per cent higher than BB8. The season finale also got 120 per cent higher visibility on Twitter than the finale of the previous season.
According to Viral Jani, Head (TV Partnerships) at Twitter India, one of the things that worked in the favour of the Bigg Boss team was that the use of videos. "They have always been good with Twitter. The biggest change this year were live videos which created a lot of buzz," said Jani.
To this end, Twitter provided the team with a native video tool called SnappyTV. The team used it to including sneak peeks, uncensored videos and live videos as part of Twitter updates. Twitter was also the only external platform showcasing Bigg Boss videos.
Another interesting tool was Twitter Mirror, which Jani informed us, the Bigg Boss team were the first to use. this allowed them to create personalized Twitter-focused content, for example, the Shah Rukh Khan selfie.
Apart from this, Twitter also worked closedly with the Bigg Boss team, guiding them on how to create better content. "We worked very closely with them even before the show. We introduced you to global best practices. Big Brother is a global format that is very popular on Twitter. So, we brought these experiences to them," said Viral.
Meanwhile, in its bid to further position itself as the ideal digital partner for broadcast, Twitter will be looking to continue partnering with different TV properties. Jani said that there have been a number of talks with TV channels on how TV shows can be taken even beyond Twitter. "We will be partnering with all the reality shows in the next 3-6 months. We have already partnered with a number of award functions like IIFA, Filmfare, Starscreen Awards, prominent awards in the South, etc," he said.
He also said that Twitter is not just looking at live programming but also talking to TV networks about what to do with daily TV shows, for example, Twitter has partnered with Star TV for the show 'Sumit Sambhal Lega'.