Anybody who has been on Twitter during TV shows such as The X Factor, The Apprentice - or major televised events such as the World Cup or General Election - over the past few years will be well aware of the growing trend towards widespread 'social' TV-viewing.
In fact, it would be impossible to miss the growing popularity of people simultaneously watching while discussing particular scheduled television programmes with the almost limitless virtual living room, full of friends, acquaintances, total strangers and celebrities that Twitter affords.
And now broadcasters appear keener than ever to foster the trend - with good reason.
Viewers of certain BBC programmes, such as Have I Got News For You, may recently have noticed the introduction of on-screen, or on-air, hashtags (above) for those wanting to chat about the show on Twitter while they watch.
Seen by some as counterintuitive, broadcasters clearly see the potential of encouraging their viewers to do something else while their programmes are on; creating loyalty and the kind of 'talkability' which draws in other viewers.
But it is also striking a blow for good old-fashioned television schedules in what is meant to be an on-demand age, as viewers must tune in when the show first airs to be part of the conversation. That's good news for commercial broadcasters - and their advertisers - in particular.