One of the key conclusions coming out of this week's Ofcom report on the attitudes to the broadcast media in the UK was that people's viewing habits are changing. This is no shocking news for anyone in the media and PR industry, given that there's been a lot of hype around internet technologies and social media in the past few years. What's interesting, however, is how consumers' viewing habits are changing and what will be the long term effect of these changes on the media industry. Almost two-thirds (65%) of the respondents in the Ofcom survey said they used their mobile while watching TV and almost half of them (47%) used the internet while viewing a TV programme. This trend towards media multitasking is likely to grow in importance in the next few years, bringing significant changes to the way broadcasters, marketers, and advertisers deliver content to their audiences. Internet-connected 'smart' TVs are already available in the market as well as video-on-demand services and interactive smartphone apps that enable viewers to actively engage with TV content. One of the hottest trends in this field is the development of second screen technologies that allow viewers to interact with TV content using their smartphone or tablet devices. These new technologies are heralding the era of social television -- an interactive viewing experience that involves more than one communication medium and enables viewers to share and engage with media content more actively. With viewers increasingly looking to watch TV content at a time