Tiffany St James is a social media strategist who discusses opportunities and challenges around social TV. She notes that 62% of consumers now use social media while watching TV. Her presentation covers fan behavior on social networks, how the US is ahead of the UK in social TV engagement, and opportunities for broadcasters, including using analytics to create richer viewing experiences, rewarding social TV engagement, and facilitating user interaction and storytelling. She emphasizes the importance of clear objectives, valuable user-generated content, and meaningful opportunities for audience participation.