Digital water cooler? More water, somewhat cooler.

 

The real-time TV digital water cooler isn't perfect. 

 

Speaking at the OMMA Video Devices in Los Angeles, Jeremy Toeman, chief executive officer of Dijit, took an informal poll of the OMMA audience: How many people are watching the current season of "Mad Men", and how many are watching it a season or two behind?

Turns out the poll yielded a 50-50 result, which prompted Toeman to say: "We are having a water cooler problem. We can't all talk about 'Mad Men' as a group." 

Toeman says for scripted programming, the digital water cooler - social media platforms, in particular - don't seem to be good fit. Live TV sports events and live awards shows like the Oscars might be exceptions.