It’s interesting how interactive TV has effectively gradually evolved on it’s own accord, despite the fact most old-school Interactive TV trials failed. Perhaps it’s because they missed the point that consumers just love passively consuming while interacting with each other – not with the broadcaster, behind a kind of self-imposed fourth wall. We all love the freedom to bag an actor or presenter!

(Reuters) – Young Britons have taken to a new television and social media trend which could have far-reaching consequences for the worlds of broadcasting and advertising, according to a new study.

Specialist digital marketing agency Digital Clarity (www.digital-clarity.com) on Tuesday published a survey of 1,300 British mobile internet users below the age of 25 which showed that most use a mobile device to talk to friends about the show they are watching.

The Social TV trend exposed by the study could change the landscape for broadcasters and advertisers chasing youthful eye for on-screen attention, Digital Clarity said in a statement.

Eight out of 10 respondents to the poll said they used Twitter, Facebook or other mobile applications to actively comment on shows and chat with their friends as they watch.

“Up until 12 months ago, TV was struggling to reach the younger market as more and more channels were becoming available,” Digital Clarity founder Reggie James said. “Social TV has changed this completely by turning programs into online events where you have to watch them as they happen.”