Keywords: Social Television; Audience; Social Media; Youtube; Broadcaster; Television; Twitter.
This contribution discusses the findings of a research that has studied the emerging phenomenon of so-called Social Television. Drawing upon a secondary data analysis and an extensive literature review, the contribution frames Social Television as a field of convergence between the industrial circuit of economic value and the symbolic circuit of social and cultural value. The research shows how the encounter between television and social media has opened the way to a competition, not really peaceful, between the performative practices of media consumption, the broadcasters' strategies and the service providers' interests. Within the ongoing redefinition of the supply chain, only digital players seem to be able to take advantage of the current hybridization between the «economy of attention» and the «economy of click».