My Kitchen Rules has a lot to learn about Twitter.
Maybe they could take a few lessons from Q & A.
Yesterday Seven announced the top tweets using the #mkr hashtag would be featured in its first elimination cook-off, which comprised the final third of the show.
While the show was on air #mkr became one of the top trending subjects in Australia (second only to ‘Christchurch’).
But Seven’s utilisation of the tweets was clumsy. At several intermittent points in the cook-off a handful of tweets scrolled across the bottom of the screen like a news ticker. It was super-fast. Blink and you miss it.
For most of the time there were no tweets at all.
Typically, the Twitterverse responded:
– Posting tweets? #WTF #SLOW DOWN #MKR user generated content
– so apparently others are seeing tweets on #mkr… i’ve managed to miss them all… #fail
– #MKR Far too fast. Expected similar to the #QandA implementation. A ticker at that pace does not work.
– CH7 & #MKR have a lot to learn from #qanda about effective twitter usage on TV….
– Why can’t we see live tweet feed? #mkr
– Where’s the tweets on #MKR? Isn’t there any safe to broadcast??!
– CH7’s idea of “Top Tweets” is very different to people actually on Twitter. #MKR
In the handful of Tweets that made it to air (including “Follow Manu @manufiedel”) there also didn’t appear to be any that were negative about the show or the contestants.
Seven has previously incorporated tweets as part of the The Xtra Factor on 7TW. In October I wrote that the show was also guilty of too many self-congratulatory tweets. But at least we could read those ones (MKR should hire that production assistant pronto).
By the end of its short Twitter experiment, MKR had finally taken its foot off the accelerator somewhat. But it was still far too brief to be taken seriously.
As a show which is airing at different times in different states it also heavily favours viewers in Sydney and Melbourne -the bulk of the audience. Not ideal, but then networks aren’t responsible for state timezones!
Correction: Seven advises Tweets were live in various timezones.
Seven is planning to feature more tweets in next Wednesday’s elimination cook-off. Hopefully by then it will be slower, more frequent in number and more balanced.