Currently social TV occurs in three ways:

Organically. Consumers post and message one another about the programs they are watching using smartphone apps, PCs or plain SMS.

Pure play. This involves using mobile apps such as GetGlue on the tablet or smartphone.

TV-native or set-top-box-enabled communication. This is done via webenabled television or applications or features on set-top boxes or living-room entertainment systems like Boxee, TiVo, Apple TV or Xbox.

This report will focus specifically on pure play. (Television here will be defined as any video-based programming originating on the living-room screen, both original-air television programming and time-delayed or catalog television content.)

Key questions addressed are:

• What is the consumer adoption currently, and how will it grow and change?
• What user experiences are most resonating with consumers?
• Who are the players in this space?
• What business models are evolving in this space, and which models and players are likely to succeed?
• What competitors are on the horizon?
• What kinds of enabling businesses can be established to profit from the consumer trend to link television viewing with the social graph?

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