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#PMSpeaksToArnab breaks Twitter records; sees potential reach of 304 million

29-June-2016
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#PMSpeaksToArnab breaks Twitter records; sees potential reach of 304 million

The Prime Minister's first TV interview to a private news channel has set new records on social media. The 85-minute-long TV interview which saw Arnab Goswami interview Prime Minister Narendra Modi (@narendramodi) on Times Now (@TimesNow) was aired on Monday. According to Twitter, it has set a new record for conversations taking place on Twitter during a live news TV interview. Total conversations during the live interview peaked at 250,000 total tweets, of which 170,000 conversations were recorded in a short span of six hours.

At 250,000 Total Tweets, conversation volume was 180 per cent higher than #RahulSpeaksToArnab and #ModiSpeaksToArnab, said Twitter in a statement.


The official hashtag, #PMSpeaksToArnab saw heavy usage in the hours building up to the interview and during the interview itself. However, not all the usage was complimentary as can be seen from this list of related hashtags used, from Hashtagify.com.

 

hashtags data by hashtagify.me

Going by the Hashtagify chart, it seems the most usage of the official hashtag was mainly by the Times Group or associated journalists.

“The impact of this TV interview on Twitter highlights how Tweets travel fast and wide; the virality and reach of the Tweets has led to this significant buzz. Twitter conversations gave a new dimension and fresh perspectives to the historic TV interview as users tweeted their reactions and commentary in real time and offered an inclusive experience for the user,” says Viral Jani, Head of TV Partnerships, Twitter India.

The interview had crossed 1.2 billion impressions on Twitter by Tuesday.

According to analysis by Meltwater, the interview saw more than 170,000 tweets about it in just the first 6 hours. This constituted a probable reach of nearly 304 million impressions with over 32,000 media articles in all recorded by Meltwater.

However, pretty significant number of the total tweets were negative, according to the Meltwater research. About 50000 of the total mentions were negative as opposed to 75,000 mentions which were neutral and just 4,000 positive mentions, stated the agency.

An example of the type of negative comments seen can be seen below:

"The first interview with PM Modi on a private news channel has been all over the news and social Media. Arnab Goswami's Interview, 'Frankly speaking' gained lots of momentum on Twitter with 1.70k Tweets in less than 6 hours as declared by Twitter. As social media is beyond Twitter therefore, at Meltwater, we conducted a search to analyse which other social media channels dominated the space. The results depicted Facebook and YouTube are leading the way. Video has certainly been becoming a more preferred channel over the years with the numbers increasing with every campaign/news," Nitin Bhatia, Director Agency Partnerships at Meltwater.

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