By Rob Shaw, Strategic Partnerships, Sports

Turner Sports wrapped up its live coverage of the American League Championship Series (ALCS) as the Kansas City Royals swept the Baltimore Orioles 4-0 to advance to the World Series. Facebook was the first social media company to be “embedded” in Turner’s live production during the MLB Postseason, working hands-on with broadcast producers to create more than 20 on-air integrations of Facebook and Instagram content. Turner Sports had a unique opportunity with Facebook, becoming the first broadcaster to use a new suite of on-air tools developed by Facebook Public Content Solutions (PCS) partners. Facebook has hired staff with extensive television production experience to work alongside broadcasters.

Hashtag Counter, as you saw in the clip, is just one of the new Facebook tools that allows broadcasters to build out clever narratives and tell richer stories on-air. Turner Sports also used a Facebook dashboard that maps out the conversation state-by-state, and pulled data on the fly to find out how many Royals’ fans on Facebook were alive the last time Kansas City made the playoffs (in 1985):

KC Fans Not Born

Courtesy: Turner Sports

TBS producers also used new media curation tools to source relevant content on both Facebook and Instagram, and produced other creative on-air segments by polling Facebook fans. All of these tools enhanced the broadcaster’s ability to tell real-time stories to a live viewing audience during games.