A graphic and voiceover at the end of the brilliant Our War on BBC3 last night directed viewers to Twitter (#ourwar) and the channel's Facebook page.
That wouldn't be allowed in France, since its television regulator ruled this week that mentioning the two companies by name on air rather than just using 'social networks' (unless in a story about the companies themselves) amounted to advertising.
British media have embraced 'Facebook and Twitter' - the two are invariably mentioned in the same breath - and are relaxed about pushing business their way in the interests of engaging viewers with news or programmes.
Our War provides a case study in post-transmission discussion, on media new and old.
The film was uniformly praised by the newspapers' TV critics this morning:
Tom Sutcliffe, the Independent:
"Our War managed to deliver something fresh, with its concentration on a single action that played out over several hours."
"This extraordinary view of the conflict... not how we are used to seeing war on our screens. It was much more real."
Mike Mulvihill, the Times:
"Few of us know who these men and women are who are fighting and dying in Afghanistan and what it is really like to serve on the frontline. Our War has changed all that."
As for viewers' reactions - solicited over the above graphic at the end of the film - Twitter has helpfully filtered comments with the #ourwar hashtags into 'Top Tweets'. They include the following varied and vivid contributions:
TwinkelPink:
Saucepan of mash potato, blanket to hide under and a big box of tissues... I think I'm ready to watch #ourwar
Olifranklin:
Seriously, everybody put on BBC3 right now. This is incredible. #ourwar
Dexterous Rebel:
Is it really #ourwar? I do not remember voting for an illegal crusade in a foreign land... do you?
14FallenStar:
I watched #OurWar last night... It was brilliantly done, and made me realise more what my husbands [sic] been through! Scary stuff! Well done lads
HONOUROURFORCES:
Let's get the bbc to show #ourwar on bbc1 #hofheroes@HONOUROURFORCES Pls RT
h_gurll:
Everyone is a victim of war whether you're a brainwashed soldier or a civilian. Nobody benefits but those who send you to fight. #OurWar
Athena_PR:
#ourwar should be a must watch for everyone. There was a slight moistening of my eyes
Just_becca:
#ourwar unbelievable courage, found it heartbreaking. My problems seem tiny in comparison.
BBC3's Facebook page got the same kind of reactions (without Twitter's character limit). This admission of how the film changed a viewer's preconceptions about soldiers was typical:
"To be honest i didnt [sic] understand what the big fuss was about... they sign up for the Army and they do their job.. whats [sic] so heroic about that?? how bloody wrong was i?! you're the backbone of britain and do an incredible job that not only changes lives but saves them too.. i cant think of anything else more rewarding..."
The programme also spawned an unofficial Facebook page, which collected its own comments and has been 'Liked' by 111 Facebook users.
Overall, while newspaper critics analysed the programme-making, viewers focused on the subject of the film. There's clearly room for both approaches, and many viewers evidently welcomed the chance to comment via social media - with probably many more taking the opportunity to look at what had been said.
But what should the BBC's role be in encouraging social media activity associated with its programmes?
It's in the nature of social media to gravitate towards monopolies - because people will choose to join the forum where they have the best chance of communicating with their friends, or just the biggest audience. Traditional media are part of the evolutionary pressure leading to the survival of the fittest social networks - as the French ruling highlights.
Nobody could accuse the BBC of being reluctant to push its viewers into the arms of Facebook and Twitter after Our War. Indeed, I'd argue it was overgenerous in that respect. A special BBC Our War website has been created, boasting no less than 35 specially made short films about the war. After mentioning Facebook and Twitter, the BBC3 announcer simply invited viewers to "head to the BBC3 website, where you can also watch exclusive footage". A case of hiding the Corporation's light under Twitter's bushel?
