The battle for eyeballs is on, and social media platforms are playing an increasing role in the TV viewing experience. I haven't had a TV in my apartment since 2009 (it was destroyed in a freak rain storm!) and will only watch sports if needed. I don't watch TV shows but I am aware that many others due, whether live or streaming them later on. FB and Twitter are now part of that experience, as viewers want to communicate with each other as they watch. Many believe that their friends are very interested in their opinions and insights and share them to their friends and followers. Cable TV should be very worried about this trend as it is clear that a full integration of TV and web enabled devices is the future, where viewers/consumers want to choose what they watch and when. Does this mean that cable TV is going to die a slow and painful death a-la Blackberry? Potentially: if it weren't for sports content that death would be accelerated. If YouTube can find a good way to deliver live sports content in a fun way, which it has been testing, then bye bye cable!
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