Social TV and Modern Television Experience: Interactive Consumption Models in the Azerbaijani Media Space

Abstract

This article analyzes the role of the Social TV phenomenon in the modern media environment and its impact on real-time media consumption in a complex way in the context of Azerbaijan. The study examines how the interaction between television and social media platforms is transforming audience behavior. In particular, the second screen phenomenon, real-time interactivity, and multi-platform media consumption models are kept in the spotlight. The study shows that the Azerbaijani audience is becoming more and more active and participatory media users, and this process directly affects the mechanisms of perception and dissemination of television content. At the same time, it is found that the phenomenon of Social TV both increases engagement and creates new problems such as attention fragmentation. The article proposes a conceptual model of Social TV for the Azerbaijani media environment and substantiates its role as a mechanism of interaction between television, OTT platforms, and social media. The results of the study show that Social TV leads to the formation of a new stage in the modern media system, which is characterized by an increase in interactivity, social engagement and audience participation.