Death of the Water-Cooler Conversation?

A few weeks ago, I filled out a WPP graduate application form, which asked the following question:

Much has been written about the ‘water-cooler effect’: the presumed value added to a television programme by following-day informal discussion around the office water-cooler (or in any other shared space). Most current media and technology trends point to smaller aggregate audiences and more time-shifting. Does the water-cooler effect have a future?

It’s a good question and I enjoyed answering it. The following is an extended version of my answer:

The water-cooler effect certainly has a future. Whilst it is true to say that, due to digital/recordable television and the internet, viewing figures have been subject to the ‘long tail’ effect – with smaller numbers of viewers watching an increasing number of channels or shows – the past 5 years have seen TV viewing figures rise.

Such a fact is often followed by ‘despite the rise of the internet’, as if the two mediums are mutually exclusive. True, broad demographic shows such as X Factor are doing their part to pull in substantial audiences. However, the internet’s ability to act as a social platform and turn such viewing into shared experiences is actively reinforcing this.

Resultantly, the water-cooler effect has gone web 2.0. Viewers no longer have to wait until the following day to discuss their favourite programmes. Enabled by the internet, they are can have real-time, ongoing water-cooler conversations, chatting, playing and otherwise interacting during a television programme. One only has to log on to Facebook on a Saturday night to see the social web in action. Status updates such as “OMG! What’s Cheryl done to her hair?!” are almost always accompanied by ‘likes’ and comments. Likewise, Channel 4’s ‘Seven Days’ and ‘Million Pound Drop’ are providing ways of conveying and supporting audiences through use of Twitter, ‘play along at home’ and ‘decide what happens next’ dimensions.

Another excellent example, which I didn’t mention in my initial answer, can be seen in the stars of Mad Men coming to life through Tumblr and Twitter accounts. New characters were even created. This was a step beyond the water cooler, allowing fans to become the characters they loved watching, as well as allowing other fans to engage and interact with the show and even create new story arcs. You can read a full report on this short-lived, but wide-spread phenomenon here.

The water-cooler effect's future is therefore strong, with increasingly accessible social spaces facilitating nationwide, and often worldwide, conversations.