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YouTube is reportedly in talks with those same networks to stream TV through a paid service called Unplugged that could serve as a Web-based alternative to the cable box.

The moves highlight the massive shift taking place in the TV industry as networks seek to stanch the flow of cord cutters by looking at former adversaries in the tech world to help recapture audiences, particularly younger ones

The plan, which has reportedly been in the works since 2012, would package the four major TV networks with a smattering of cable offerings.

This week, Facebook says it will begin sending weekly reports to America’s four largest television networks, offering a glimpse of how much chatter their shows are generating on the social network. The reports will reveal how many “actions” — likes, comments, or shares — a television episode has inspired on Facebook and how many members participated in an action.

Facebook, which will not make the results generally available, will share the data reports with ABC, NBC, Fox, and CBS, and a small number of select partners.

Twitter, which has been gearing up for its initial public offering, is expected to begin to distribute the “Nielsen Twitter TV Rating,” its first measurement report in partnership with media measurement giant Nielsen, on Monday. The report will measure how many people participated in a conversation about a particular show, and how many people saw those tweets.

Facebook today announced a partnership with UK-based social TV analytics company SecondSync.

The partnership is a big deal because it means Facebook’s social TV data will be made available outside the company for the first time. In two weeks, SecondSync plans to share initial results in a white paper titled “Watching with Friends” with a full analysis of how people are using Facebook to engage with TV.

Seevibes created its own “Seevibes Score” — a composite score that consolidates data on market share, social impressions, loyalty levels, engagement rate, frequency, and level of response — to gauge how a show is performing socially. “The level of audience engagement with TV via social networks with television has surged by 500% year-after-year. This can make it difficult to compare broadcast numbers over time,” explains Maisonnave

“These social data points are giving us a new barometer for success or failure when we’re talking about engaging TV audiences,” says Youngling. “Content, both programmatic and advertorial, is now subject to an entirely new set of consumer-driven metrics. We talked about must-see TV back in the Seinfeld days, and now it’s evolving into the idea of must-comment TV.”

“Twitter didn’t have to train or persuade people to change their behavior,” says Bugbee of the network’s television chatter. “It just had to capitalize on what people were already doing. I think that’s why Twitter’s so powerful: it’s easy, it’s obvious, and it’s open.”

Facebook has given Trendrr preliminary access to previously unanalyzed Facebook user engagement data on chatter relating to television content.

Our analysis reveals that there is a large amount of TV-related social activity on Facebook — in numbers approximately 5 times as large as that of all other social networks combined as measured by Trendrr.

Trendrr’s analysis of second-screen Facebook activity during one week in May** found that the volume of Facebook user engagement relating to television programming was 5 times as large as all other social networks combined. Activity related to broadcast television was 7 times as large, while activity linked to cable-television programming was 4.5 times as large as all other social networks combined. Second-screen activity levels on Facebook were particularly high among viewers of dramas and comedies.

. In keeping with the company’s emphasis on being the go-to platform to collectively share experiences in real time, Costolo hinted, at a recent appearance at the Brookings Institute in Washington D.C., that Twitter is testing a feature that would allow users to essentially “replay” live events and pinpoint peak moments that can be viewed if missed the first time around.

Yet another form of video that will be coming to more and more Twitter feeds is TV Ad Targeting, a clever tool the company took out of beta last week that identifies someone who tweets about a show as likely to have just seen a commercial, and streams to them an accompanying digital promotion.

Twitter is also looking a lot like a venue for programming: Several innovative new episodic shortform series have used Twitter as a distribution platform in recent months.

And whilst Twitter COO Dick Costolo might claim that they are “saving” TV, I would argue that many networks probably view them with as much suspicion as love: as a frenemy

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.

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.

The Canvs analysis covered about 185,000 tweets, just a portion of the half-a-million tweets that Canvs identified as being related to the finale. The platform only analyzes tweets it is sure it can interpret accurately, founder and CEO Jared Feldman told me. <div><a href="http://pubads.g.doubleclick.net/gampad/jump?iu=%2F4624%2FTheAtlanticOnline%2Fchannel_technology&t=src%3Dblog%26by%3Dadrienne-lafrance%26title%3Dan-algorithm-knows-who-liked-the-em-how-i-met-your-mother-em-finale%26pos%3Din-article&sz=300x185&c=72813788&tile=3" title=""><img src="http://pubads.g.doubleclick.net/gampad/ad?iu=%2F4624%2FTheAtlanticOnline%2Fchannel_technology&t=src%3Dblog%26by%3Dadrienne-lafrance%26title%3Dan-algorithm-knows-who-liked-the-em-how-i-met-your-mother-em-finale%26pos%3Din-article&sz=300x185&c=72813788&tile=3" alt="" /></a></div>

An algorithm might recognize the word "enjoy" in a tweet that says, I really didn't enjoy the How I Met Your Mother finale, without realizing that the tweet isn't ultimately positive. You can teach a computer to recognize the "didn't" before "enjoy," but that doesn't go far enough, either.

The way that 12-year-olds talk about loving Justin Bieber? There's no dictionary on the planet that captures that."

TV ad spending growth continues to exceed the ad industry average, at least according to Kantar Media figures.

TV advertising has for now been able to withstand the digital onslaught that has contributed to plummeting print spend. (An analysis of TV versus online video consumption can be found here.)

TV currently remains easily the largest advertising medium in the US. (No huge surprises there.) Last year, PwC estimated that advertisers spent $63.8 billion on TV, about 75% more than they did on online ads and more than they did on all other traditional media combined.

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. 

A new report by Magid Advisors surveyed 2,400 consumers and found that cord cutting is not only on the rise, but it's happening much quicker than industry watchers anticipated.

When asked the reasons why they would consider canceling pay TV service, 77 percent of very likely cord cutters cited over-the-top video as a key factor. Half of respondents said they were satisfied with online streaming options like Netflix and Hulu, while 30 percent said pay TV was too expensive.

Tumblr stat is likely music to the ears of Yahoo CEO Marissa Mayer—who paid $1.1 billion for the social site to help her 19-year-old Internet company "get young." An emerging industry narrative involves teens and twentysomethings migrating in droves from Facebook to Tumblr

Twitter disputed Union Metrics' numbers, claiming to have had 3 million users who tweeted about the VMAs on Sunday

Chromecast lets your stream online content to your TV and control it via your new Nexus 7 (also introduced today, along with Android 4.3) or any Android device running version 2.3 or later

Unlike Apple's AirPlay, which can stream content directly from mobile devices to Apple TV, Chromecast pulls content from the cloud. The benefit: If the person initiating the Chromecast leaves the house, someone else can continue controlling the viewing experience with a different Cast-enabled device. It also won't drain the battery of your device.

Like most Google TV devices, it comes with a separate and overly complex remote control. The remote control for Chromecast will be your favorite mobile device (yes, it even beats your iPhone). It's very un-remote like: No special interface or buttons. Since Chromecast revolves around apps, the app remains the interface. If you know Netflix, you know how to work Chromecast.