As written by Martin Belam on Guardian online, tv networks are trying to understand which is the right way to engage viewers in a social tv experience.
I think that the first questions tv companies should ask themselves are:
1) Is social tv necessary to my content?
2) If yes, I need to develop a second screen app or I improve social tv through the mix of social networks?
3) Which are my objectives (i.e. engagement, add value, service, etc.)?
4) Which outcome do I expect?
It is important to give viewers a compelling experience where first and second screen exchange values.
Social tv it’s not a must-do. It’s an opportunity.