This document discusses the growing phenomenon of social TV and its opportunities and risks for brands. It defines social TV as digital interactions between people about television content or their engagement with content in a social media way. It notes that social TV conversations are big, with over 104,000 tweets in a single weekend about TV shows. It also explains that social interactions are now large enough to impact television show scripts and programming. The document advises brands to monitor social TV discussions to both understand audiences and also be prepared to respond rapidly if any criticism arises on social media. It presents social TV as an opportunity for brands to connect their television, mobile and online marketing if they participate in related online discussions and campaigns.