Television audiences are no longer limited to one blaring screen. In fact, audiences are interacting with a second or even third screen while watching shows with help from their tablets, smart phones and laptops. These electronics now compete with the flat-screen for viewer attention, which for a medium based on impressions is an major issue. According to a Harris Interactive survey, 56 percent of Americans watching TV concurrently surf the Internet and 40 percent visit a social networking site. Thirty-seven percent of viewers are also busy texting on their mobile phones while the TV rumbles on. Another study, put together by Room 214 and Crimson Hexagon, called Digital Shifts: How New Media is Changing TV, shows 52 percent of communication on Facebook from users watching TV
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