• by Wayne Friedman , Staff Writer, October 7, 2010

   

The value of "share" and "search" on the Internet has long been debated. But for traditional TV marketing, such concepts are still relatively new. What will they mean in the new age of Internet-enabled TVs?

Looking at where future traditional TV ratings are headed, all networks will push harder to help more viewers find weak-performing shows -- and will also hope viewers will act as quick evangelists for the likes of Fox's "Human Target," NBC's "UnderCovers" or ABC's "Detroit 1-8-7."

Considering current historical trends, odds are that not much can be done for these borderline shows from their fans via Facebook or Twitter. Future Internet-enabled TV may change that. Maybe many viewers will say in a message to their TV screen friends: "Hey, I just saw this new show. It's great. Have a look."

Current social networking efforts can tangentially give certain TV shows this spin -- though their own pages, and through shared links. Years ago, fans of CBS' "Jericho" had enough buzz during a period in when CBS executives decided to try to keep it going.

It didn't take hold. But it was a worthwhile shot. Perhaps in future years, CBS and other networks will get better real-time activity and better estimates of how potential evangelists could propagate new viewers.

Now we have the likes of Google TV, Apple TV and others looking to make progress in bringing powerful Internet function to our traditional TV viewing habits.

In an even more fragmented TV world, the questions remain the same: How do I know what's on? And, for those who are more socially inclined, what's good? What do my friends and others really like?

The answers are probably out there. But they won't come soon enough for some TV shows.