Footage courtesy of Nelonen Media.

Nelonen Media is integrating Facebook and Twitter comments into the hit show 'The Voice of Finland' using's Social TV platform. The audience participates by sending their comments via Twitter using the relevant hashtag, and via the show's Facebook page.

“It has almost become standard procedure to have Tweets and viewer comments displayed in real time on big live shows, such as The Voice of Finland. It’s fantastic for us to be able to communicate live with the viewers, and it gives the viewer a chance to move from being passive to active." - Tatu Ferchen, Executive Producer of The Voice of Finland, Nelonen Media

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