Is social TV ready for primetime?

Broadcasters are growing more reliant on social media to engage fans, using social metrics to measure viewers' passion and allowing online chatter to help shape scripts. Marketers say they're able to demonstrate a relationship between broadcast ratings and social buzz, for shows as well as brands that associate with them. "People were really, really concerned about social being a spoiler, but it actually worked as an accelerant," says Peter Naylor of NBC Universal.

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