Bravo held a virtual screening party for its "Top Chef" season finale, encouraging fans to comment on the show via social networks as it was televised, Kristen Nicole writes. CNN has made similar efforts to engage fans via social media in the past, she notes, suggesting that television and the social Web are coming together to increase audience engagement, Nicole writes. "It's been a long time coming. Brands, advertisers and publishers were hesitant in the past to enable so much direct interaction with consumers," she notes.

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