Recent studies from both sides of the Atlantic indicate that an increasing number of consumers are accessing the internet – either through mobiles, PCs or tablets – while watching TV. And a high proportion of these consumers are actually commenting on the shows they are watching on social networks or dedicated programme pages – a trend that has been dubbed ‘Social TV’. Twitter users will testify that during major ‘event TV shows’ (such as the X-Factor or a live sporting match) timelines and trends inevitably feature related comments or topics as viewers tweet about the unfolding events.

A handful of digitally-savvy brands – particularly media owners and broadcasters – are using Social TV to develop relations with this growing band of multi-tasking consumers, as well as increasing opportunities and touchpoints for advertisers.

MTV is among a raft of broadcasters testing the water with Social TV around certain shows.  For its annual Video Music Awards in August, it transformed its coverage into a second screen experience for those extending their viewing to include internet enabled devices. Via a dedicated microsite for the event, fans could view different live camera angles and feeds, such as the red carpet, backstage and the green room.Alongside this was the obligatory Twitter feed, but a Tracker visualization tool that was added to neatly demonstrate the most-tweeted subjects and topics during the event.

In New Zealand, TVNZ’s U Live show, aimed at the youth demographic, incorporates the notion of Social TV into its programme. Via its Facebook app viewers can ‘Like’ and gain access to see the show streamed live on Facebook. Within the app, viewers have a dialogue box to type in comments and requests to the U Live team as the show is on air and it appears on the TV program simultaneously. And the experience doesn’t stop when the show goes off air – then users can participate in discussions with other fans on the app.

Earlier this year, HBO ran the Howard Stern movie Private Parts with Stern himself commenting live on Twitter throughout the broadcast. Stern not only commented, he replied and he retweeted. As he intensified his tweeting, the word spread and fans started to tune in to Twitter and the movie, which experience a huge spike in viewing figures.

This dual viewing/social networking trend is progressing at such a pace that it is now going beyond Twitter and Facebook, with dedicated Social TV apps emerging. The most popular is Get Glue, where users can ‘check-in’ by saying what they are watching and earn virtual ‘stickers’ that have been provided by featured partners like HBO, Disney, and Universal. Activity on Get Glue can be linked to Facebook and Twitter accounts; therefore, updating a user’s status and tweets as they share what entertainment they are viewing and comments about it.

Another such app – showcased above – is Miso, which has just partnered with US cable brand DirecTV to offer viewers a deeper TV experience. The Miso app synchronizes with DirecTV over a Wi-Fi link and provides specific show information such as actor profiles, featured song and artist details, the chance to vote on storylines and converse with fellow viewers. Similarly AT&T is heavily integrating Social TV into it U-verse TV service with subscribers able to chat, vote, and get personalized TV recommendations while viewing.