Can Social Media Save Broadcast Television?

I think that broadcasters should be looking for ways to motivate viewers to stick around and watch the commercials if they want to survive, and I think the huge explosion of social games indicates that there are many consumers who will invest quite a lot of effort in acquiring whatever virtual good they’re hankering for today. But how much sense does it make for them to turn away from the TV, jump on the computer, and get immersed in their game? Instead, they should be able to interact directly with the commercial, add the item in the background to their online profile, and continue watching. This means that TVs need to be able to provide direct interaction with the programming that’s on now, and they may not have a long window to get this technology up and running before people shift their viewing habits even further from TV.

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