In May of this year, Jefferson Graham wrote an article for USA Today regarding how vitally important social TV platforms are to the success of a television program, For TV networks, social is hugely important. There is no disputing the value of a viewer posting comments about TV shows on Twitter, Facebook and other social media. But there would be no posts without the mechanism that drives the audience to the program in the first place, the promotional spot and paid "tune-in" advertising.
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