The use of hashtags on #BGT & social TV

I like Britain’s Got Talent. I’m a sucker for the format. I’m also interested in the rise of social TV (see a post on Social TV I wrote here before) but I’ve never really felt compelled to use the hashtag (#BGT). I take part in back / twitter channel conversations and sharing of views for things like Newsnight , but not BGT, too mesmerised / horrified / entertained in equal measure perhaps.
A lot of people do take part though, here’s a chart from to make the point :

BGT Tv show hashtag spike

Not surprisingly there’s a big on-air (as in realtime) spike for Saturday eve but a lot of lunchtime spikes throughout the week. I’m not sure when the show is repeated (whenever, if you have sky+).

Anyway, the thing that caught my eye with the show was the introduction of more ‘granular’ hashtags. So viewers have the chance not just to congregate around one tag (the show itself) but around some transient moments,  based on specific wannabes who make a good (or very, very bad) impression on the show.
I was going to use the example of #nowwithwings – for a particularly bizarre act – but a google search for ‘use of hashtags on Britain’s Got Talent’ brought me to the Big Mouth Media blog.

And they provide a way more detailed post than I’m going to here:

So – go have a read, it’s a great post.

Another example would be the #NoName tag used for singer songwriter Ryan O’Shaugnessy, seen here a couple of minutes into this clip.

Ryan O’Shaugnessy on #BGT

I’m wonder if these granular / transient hashtags will be good for engendering viewer/tweeter  interaction or if they’ll dilute it – in that commenting on one particular act’s hashtag , then another straight after, means you get caught in small eddies of conversation not the overall show’s flow? Or if it’s a multiplier effect and keeps conversations going much longer than the backbone hashtag would. Probably the latter – a quick check on twitter shows #NoName is running and running. And overlaying use of these granular in-show tags would smooth out the spikiness of the chart above?

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