The Social TV team caught up this week with Dr William Cooper, Chief Executive of informitv, to find out what he thinks about Social TV, and its potential for program and channel engagement.

What are you looking forward to during the Social TV Forum?
The Social TV Forum provides a global series of events that will enable discussion and debate about the social opportunities for television. As a convergent communications consultant I value the chance to share knowledge and learn about the latest developments in this fast-moving field.

Do you think Social Media interactivity brings unique value for TV users?
Television is a uniquely social medium and a shared experience. People are generally social beings but until recently the opportunities for individuals to engage, interact and participate in television have been rather limited. The emphasis of broadcasters has been to enable members of the audience to engage with the programme or the channel, rather than relate with each other. What we are learning from the world of the web is that with the appropriate platform and tools they can create social networks and online communities that are bigger than national broadcast networks.

Will TV go the way of the iPhone?
With the emergence of hybrid devices and displays that combine broadcast and broadband networks there is the opportunity to enable a rich environment for interactive applications. However, there a differences between the large screen which is often shared and a portable device which is more personal.

What does the Social Media sector offer the TV industry?
At informitv we are seeing a lot of interest from the traditional television industry in how to harness the power of social media, which can potentially allow broadcasters to develop a more personal and ultimately more valuable relationship with their viewers and listeners.

Hear more from William at the Social TV Forum, where he will be chairing one of the panel discussions.