Social TV turns the industry’s deep-seated idea of information overload on its head. Rather than shun additional media interfaces and opportunities, today’s consumer actively embraces them. She grabs her smartphone or tablet, and she creates her own media cornucopia: While watching TV via social media, she directly interrelates with millions of others watching the same TV show she adores. I recently asked young women who are social TV users of female-oriented drama shows such as Scandal and Pretty Little Liars how they interact with social media while watching the show. For these consumers, using Twitter while watching these shows doesn’t detract, it actually heightens their total experience. Rather than shirk multi-screen and multi-tasking, they revel in it.
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