Twitter--and Facebook--are changing the way that producers look at creating new TV shows.
In fact, Studio Lambert, the Brit's production company, is currently "developing a show that has a very big second-screen element."
Lambert is expecting to hear back from network bosses this week whether his program, which is a cross between a reality show and a quiz game-show, will be commissioned.
He did, however, warn the audience at the MipTV conference in Cannes yesterday that just because an opinion is gospel on Twitter doesn't necessarily mean it chimes with the rest of the audience.
As well as having access to a free focus group, which enables producers to tweak the format or content of shows, it's the second-screen aspect of social media, and how it can be used to create content, that excites Lambert so much.
He did, however, strike a warning against forcing social media on TV viewers, and said that such a move would be "limiting" to the creative process.
Does Lambert have a point? Has TV viewing changed inexorably with the addition of Twitter (Facebook, let's be honest, feels like a less important medium for TV viewers)? Or do you feel that it was the advent of Tivo that changed TV? Maybe it's satellite TV, or cable, or just the remote control. Or have the Kardashians changed the face--and other areas--of the small screen for you? Tell us what you think in the comments, please.
[Image by Flickr user charlie 4881]