Never watch TV alone againsocial media back to the small screen. Facebook statuses can reflect what show or sporting event a viewer is watching, and tweets about the program will be accessible on-screen as well.
Upon reading the news, I was reminded of MTV's use of AOL chat rooms back in the Y2K days, when the TRL-aged crowd could broadcast live converstaions about what was being televised.
Chat rooms back then were popular among the MTV demographic, but as comScore points out, Twitter isn't being used on a large scale by the teen and college-aged demographic, so it will be interesting to see how this takes.
Even though more of us are going online while watching the tube these days will the professional-aged demo that makes up most of Twitter's user-base want to interrupt their own viewing to talk about what they're watching? And will the tweeting communities that rise up for half an hour at a time be of any real value? I guess we'll watch and learn.