“The only powerful people now on TV are the people on Twitter and Facebook.”
Social networks drive tune-in. In the case of Twitter, it can even serve as a TV replacement; for example, I follow soccer matches through Twitter feeds.
Social is also a HUGE engagement tool. The X Factor allows fans to vote through Twitter instead of through SMS. Free and easy voting creates a whole new market for participation where people want to do more on their phones while watching television than merely checking into shows using Get Glue.
Next up is watching and tweeting directly on the TV, with a side panel pulling in your friends and followers and indicating their votes. You’d tweet through a TV touch screen.
TV, like music, is an inherently social experience. This is just the beginning of TV/social integration.