World Media Economics and Management Conference 2016

This study investigated dual viewing pattern between reality television and China’s Twitter Weibo by employing a secondary data analysis method. A synchronized viewing pattern between television viewership and Weibo activity was identified along different time frames, i.e., month, date, and hour. Weibo was found to use mostly surrounding popular talent and competition program genres. This study further analyzed the gender and age profiles across television and Weibo. Results indicated that Chinese females are likely to spend more time watching reality shows and actively involved with Weibo activity than males. Young adults aged from 24 to 33 are active most on Weibo but least for television.