TV Industry Taps Social Media to Keep Viewers’ Attention

By the time the first ballot is opened at the Academy Awards next Sunday, millions of people will be chatting about the awards show on the Internet. And ABC will be ready.Trying to exploit viewers’ two-screen behavior, the television network has built a companion Web site with behind-the-scenes video streams, so Oscar winners will be seen accepting an award on the TV set, then seen celebrating backstage on the stream.To read this report in The New York Times in full, see:
www.nytimes.com/2011/02/21/business/media/21watercooler.html

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