Twitter is increasingly become integrated with TV with promotion of hashtags for many programs including Have I Got New For You #HIGNFY and X-Factor #xfactor. This enables viewers to have a conversation with each other around the programme. Some programmes go further and encourage conversation with the presenters and studio guests, for example, #Murnaghan on Sunday mornings on Sky News. If you tune in to Sky News HD you’ll see tweets displayed on the right hand side of the screen which creates more awareness and interaction.
It’s likely this approach will expand to other programmes as it’s already popular with events that are live streamed over the internet. The London Chess Classic tournament which finished yesterday is a good example.