Social TV - or "people tweeting about what they're watching on telly" - has done much to arrest the decline in scheduled programming in recent years. After all if viewers want to join in the online conversation they really need to watch live.
And if you're interested in such things, an app and website called Tellybug lets you track the movers and shakers in the world of social TV. For example, here's last night's top 10 which shows BBC 1's The Voice clearly dominating in the online 'talkability' stakes (as well as in actual viewing figures). In other news, who knew Beavis and Butthead were still going?
For the record, the full week's figures looked like this (below), with perennial social favourites such as The Apprentice making a strong showing:
Reality TV shows such as The Only Way Is Essex and Made In Chelsea also defy relatively small audiences to rank in the top 10, suggesting such formats will only increase in number as producers - particularly those in the commercial sphere - look to harness the ability of social TV to keep people glued to scheduled TV.
So Twitter isn't all good then.