via AdWeek by Sharon M. Goldman
TV watching is quickly becoming an “active” pastime, as viewers—particularly those who think of themselves as the biggest fans of a show—are engaging with each other over social media while they’re watching a show. They’re tweeting comments, chatting with friends on fan sites, answering polls, playing show-related games or checking in to tell their friends what they’re watching. Social interaction has long been a part of the television experience, but today’s watercooler discussions are happening in real time as smartphones, tablets and laptops have become “second screens” with dedicated apps that encourage interaction.