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"Instant replay plays to Twitter's strength of news in real time and on mobile," says Glenn Brown, director of promoted content and partnerships at Twitter, which is partnering with Turner Broadcasting. A third party, Silicon Valley-based SnappyTV, is supplying the underlying technology to deliver 15-second video highlights. Consumers can follow @marchmadness for video.

The "instant replay" concept, which Twitter introduced last year with ESPN for college bowl game highlights, offers Twitter a way to strike up advertising sponsorships. Also, it fortifies Twitter's format for brand names to embrace the microblogging service.

Eventually, eMarketer estimates Twitter will account for 13% of U.S. social-advertising revenue by 2014 ($807.5 million), compared with 5.5% last year ($288.3 million).

We’re trying to bring brand advertisers into the conversation. When the Ford Fusion, for example, is integrated into an episode of “White Collar,” it’s then easy for us to promote that positioning or brand integration in platforms like Character Chatter.

We don’t want people to view something as an ad, we want people to view it as added content to their “White Collar” show experience.

Viewers using the Viggle platform can access interesting plot points, Q&As, live polls—things like that—while watching the show.

TV is still the biggest, commanding roughly $70 billion in annual advertising.

Nielsen reports that online video accounts for a small portion of time spent watching TV, just over 2%, even after including YouTube, Netflix, and Hulu.  

Facebook and Twitter have the same grand strategy to cut a slice of that $70 billion. Unike Netflix and Hulu, their plan isn’t to take attention away from TV, but rather to attract more attention to TV advertising.

A new study funded by a TV network and Twitter found that TV and Twitter go great together — not just by getting viewers to watch shows, but by getting them to embrace products promoted by the shows.

First, TV-related tweets can inspire people to immediately watch a show they've never seen before, or resume watching shows they'd stopped watching.

The survey – ”Discovering the Value of Earned Audience — How Twitter Expressions Activate Consumers” — included 12,577 people recruited on Twitter over two weeks. Participants were surveyed within 24 hours of watching and/or tweeting during primetime.

networks for years have complained that total viewing of their shows isn't being captured by traditional ratings measurements. This is a move to correct that.

decision to expand beyond traditional TV ratings measurement came out of a meeting in New York on Tuesday of the What Nielsen Measures Committee, a group that has been meeting for nearly a year.

By September 2013, when the next TV season begins, Nielsen expects to have in place new hardware and software tools in the nearly 23,000 TV homes it samples. Those measurement systems will capture viewership not just from the 75 percent of homes that rely on cable, satellite and over the air broadcasts but also viewing via devices that deliver video from streaming services such as Netflix and Amazon, from so-called over-the-top services and from TV enabled game systems like the X-Box and PlayStation.

The iPad may soon join the remote control and DVR in the pantheon of transformative TV devices, if it hasn’t already. Thanks to that prospect, its influence has stretched deeply into media research.  

Consumers would welcome more apps, such as WatchESPN, allowing them to view live content on their iPads anywhere, anytime. Consumers also appreciate opportunities to view content via HBO Go and Netflix platforms.

-Consumers appreciate the opportunity to view content on iPads, but also engage in social media activities at the same time. Networks can capitalize on this.

We use social media primarily for four purposes: 1) engaging with fans and encouraging that two-way conversation; 2) driving tune-in to our programming; 3) driving traffic to our owned-and-operated fansites; and 4) gathering insights about fan preferences and reactions that we can share internally with our network marketing, communications and production partners.

Apple TV is reportedly developing ad-skipping technology so owners of a set-top box can watch shows commercial-free. The propsed deal with cable companies would reimburse programmers for skipped ads.

Google is really just hoping to beat Apple to the punch, despite the fact that the company already has its Apple TV streaming product on the market, according to The New York Times "Apple’s thinking… is that any next-generation television service must be set up in partnership with existing distributors, in part for quality assurance reasons. A future Apple service could include a user-friendly interface layered on top of Time Warner Cable or Cablevision’s channel lineup."

Adoption from the major networks is "very unlikely to support any service with their linear feed that allows for commercial messages to be skipped even if they get some form of compensation," Rino Scanzoni, chief investment officer for WPP's GroupM, told AdAge. "This is not a viable economic model and subscribers to the system would not pay an adequate premium to compensate for it." 

Still, you might say a revolution is brewing in the living room — and this one will be televised. It portends not only a change in the TV viewing experience but also poses a threat to cable and satellite TV distributors. Even network executives' notions about scheduling — how positioning a new show adjacent to a popular program in the evening lineup to drive ratings — look anachronistic at a time when Nielsen estimates that 47% of all American households have DVRs and can watch recorded shows whenever they choose, and 55% of broadband homes have at least one TV connected to the Internet, according to market researcher the Diffusion Group.

Concerns about how to reach this group known as the "never connecteds" and count their viewing in a show's ratings adds to a list of headaches that include slumping prime-time broadcast TV ratings and the flight of advertisers to cable.

these smart TVs may look dated compared with what Silicon Valley giant Intel has in store for later this year, not to mention whatever Apple Inc. is planning with its mysterious but hotly anticipated flat-screen TV.

A mélange of TV resource apps are getting together to help each other, and their users. Dijit, Thuuz, Tomorrowish, IVA and Simple.TV are partnering to integrate their products and services. The theory seems to be that they are stronger working together, rather than alone. Given the non-competitive positioning of each, this could be a boon for TV viewers. First a quick summary of what each of the companies does. Dijit’s NextGuide helps TV viewers discover new TV shows and remember to watch them. Thuuz provides real-time sports updates helping fans tune to the most interesting game on TV at any given time. Tomorrowish let’s viewers watching a show or event on-demand replay the social media buzz from the first broadcast. Internet Video Archive (IVA) specializes in providing show and movie trailers. Simple.TV provides live TV and network DVR services.

Google will now include listings of television episodes and on-air dates in its search results.

This new data will be displayed alongside the existing information in Google’s database that already details a show’s network, cast, theme song and main characters.

change also extends to TV shows no longer in production.

“By defining the services as cable companies, they provide a path to finally change the way consumers get their television and cut the cord without losing out on key programming,” he said.

Mr. David pointed out that by classifying Aereo as a cable company the court in effect overturned a previous decision which outlawed a similar service called Ivi. Ivi delivered broadcast television over the Internet and sort to pay a minimal royalty fee for the privilege.

The court at that time said that Ivi was not a cable company. Mr. David said that FilmOn is finalizing the certification process for qualification for this fee and that the company will soon be able to provide local network TV service in the 18 cities it is active in.