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ne thing is immediately clear: There is practically no overlap between the most-tweeted shows on TV and the highest-rated shows.

Seen through a Twitter lens, the No. 1 television show for the week of Sept. 23 to 29 was AMC’s “Breaking Bad” by a mile, with 9.28 million people seeing tweets about the show’s finale — but the episode wasn’t even among the top 20 in total viewership for the period, according to Nielsen primetime ratings.

But the divergence between the top shows Americans actually watch on TV and what they talk about on Twitter illustrates that there is not a strong correlation, today, between the two mediums. Only one show, two airings of NBC’s “The Voice,” appear in both top 10 rankings.

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.

About 40% of pay-TV homes said they would likely cancel their TV service and replace it with Aereo if it was available in their market, according to a study from Centris Marketing Science. Another 13% were undecided. Centris believes this suggests “even greater conversion as consumers learn more about the service.”

There is growing consensus that traditional media, particularly TV, need to learn lessons from this. "YouTube is beginning to behave like a market leader," noted Elisabeth Murdoch in her 2012 MacTaggart lecture. "Believe at your own risk that their platform is based on homemade videos of cats in washing machines… Brands and talent are using YouTube to create direct-to-consumer relationships. Michelle Phan is the world's most popular make-up expert with over 600 million views. Yes – that's equivalent to a global Olympic audience generated by a 22-year-old putting on Lady Gaga makeup."

I'm a professional. If you expect me to jump at the opportunity to do something for free, like you're doing me a solid? No." Perhaps the scariest part of that comment for the old media is that these twenty-somethings know Jamie Oliver best for his supermarket advertising.

Cable television offers hundreds of channels, while YouTube gives us potentially millions from a global pool. The second is that technology now provides more versatility for watching content from the internet. For copying the tips from a make-up video, you might choose to use a smartphone in the bathroom; you can watch vlogs in bed on a tablet; for longer, more stylised productions, you've still got the big screen.

On their own, Twitter efforts resulted in a less-than-inspiring 4% boost in positive reactions to the well-known supermarket. Similarly, TV only managed to generate a measly 4% incline. However, as a twosome, TV and Twitter notched up a far greater 21% rise – that’s 21% more people willing to do their next shop at Sainsbury’s than before.

“This interaction between TV and Twitter is not something that we’ve orchestrated,” Mortensen reminded us. “It’s something that the audience are doing themselves. It’s driven by people, so it’s very natural.”

The findings indicated two different ways of engaging with Twitter in connection with TV – the ‘lean forward’ and ‘lean back’ approaches. Those who ‘lean back’ while interacting want stimulation without having to commit. In causal browsing mode, they will switch between the first and the second screen at will. Advertisers should not make the mistake of thinking that this nonchalant attitude creates disengagement though – having both screens working together keeps people in the living room in front of ads and makes them less likely to wander off. This type of audience are still taking in messages implicitly, and often find themselves unconsciously responding to brands' triggers.

The Advertising Platform Formerly Known as Mass Media Advertising communications channels have always offered their audiences a value exchange. For instance, TV provides entertainment experiences in return for advertising and indirectly a cable fee, magazines present an edited cornucopia of material on a selected topic in return for a cover price and advertising.

Social media and digital advertising are currently testing the limits of their value exchanges by expecting consumers to provide specific information about themselves or their behaviors, which the digital properties can subsequently leverage in targeted advertising.

now younger consumers’ growing sense of entitlement gained in the digital world (where information was often offered at low or zero cost) is shifting across all channels. We only have to look at the emergence of TV cable cord-cutters or the growth of services such as Bit Torrent for evidence of this. Bit Torrent has increased its audience by over +70% in the last two years to a monthly audience of 23 million users.

Twitter is specifically about what is happening right now,” says Ron Amram, senior media director of Heineken USA, adding that Amplify has become Twitter’s most promising ad tool. “To allow a brand to have real-time ownership of a video that says, ‘This is what you need to know right now’ is pretty powerful.”

To attract more social media attention, “marketers are taking moments that would have been talked about at the water cooler and are allowing them to unfold live,” says Adam Bain, Twitter’s president of global revenue.

A division of 30 employees works with media companies to ensure that networks and their actors tweet during broadcasts and that Twitter hashtags and user names appear on the screen

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.

Location technologies like GPS are sharing analytics on where and how this content is being viewed.  The good news?  Connected TVs definitely have a role to play in the multiscreen IoT – especially in the area of building new models of marketing and advertising relationships.

The way we look at location-based marketing (LBM) is unique – our definition is basically: The intersection of people, places and media.  We don’t equate LBM to just mobile [devices]. – Asif Khan, LBMA

once you know the location of the person you’re trying to influence – the question you should ask is: what media happens to be near them in that particular place? Could be a billboard, radio, television – anything. We’re very focused on media context.”  

evidence that combining Twitter and TV results in strong gains in brand awareness, TV ad recall, engagement with television shows and sales lift.

lab results demonstrate that Twitter’s ability to amplify significant cultural moments, far beyond original broadcast audiences.”

The Social TV Lab findings, compiled from various sources, including Nielsen’s Brand Effect for Twitter, Datalogix’s matched household modeling, Twitter’s in-tweet surveys, looked at results for campaigns from 15 U.S.-based SMG clients as well as general social TV engagement.

To its 200 million-plus active users, Twitter is many things: a social network, a short-form messaging service, a news wire, a tool for self-expression — even, some believe, a force for global political change. But the company itself seems far more keen to position itself among its users — and even better, potential users – as a TV companion, an indispensable tool to keep up with, discuss and even influence the outcomes of shows and live events like sporting contests and political debates.

This “second screen experience” turns TV into a participatory activity, allowing Twitter users to broadcast wisecracks, critiques and theories in real-time; the networks, in turn, share the behind-the-scenes worlds of writers’ rooms and dressing rooms, 140 characters at a time.

So what’s to become of the dozens of startups that came out of the second-screen craze? “There’s definitely going to be a lot of consolidation that happens,” said Jesse Redniss,

According to i.TV, GetGlue will remain a separate product while letting it benefit from i.TV’s “broader platform of partners and services.” Provo, Utah-based i.TV claims 15 million people use its TV app every month. ”Together, i.TV and GetGlue will reshape the social TV and second screen landscape,” i.TV CEO Brad Pelo said in announcing the deal.

In a fight for survival, ConnecTV has pivoted its strategy. Last week the startup, whose investors include 10 broadcast station groups, released an overhaul of its app refocused on a simple idea: It lets users “clip” six-second video segments from among 400 live TV channels and share them on Twitter and Facebook, via a link in email or within the app.

Apple TV could be the shot in the arm needed to finally wake up its mostly dormant advertising business iAd.

The ability to target very specific audiences. Apple has a wealth of first-party data about its customers, due to the fact that they register with their real details when they sign up for Apple ID and iTunes.

Apple should be able to tell who was served an ad and what that individual immediately went on to do afterwards: That could include checking out the advertiser's website on their iPad, or tweeting about the brand via their iPhone. 

90% of those who see TV show-related tweets have taken “immediate action” -- either to watch a particular TV, search for related information, or share content.

the research says of those exposed to TV-related tweets, 77% have watched TV show content; 42% have made a plan to watch the show later; 38% have watched episodes online; and 33% have changed the channel to watch the show.

76% have done searches for a show and 78% has clicked on a show’s hashtag or followed a talent’s handle or retweet TV-related tweets.

“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.