Teenagers no longer watch TV. They interact with it.
That’s the biggest transmedia lesson we can take from this year’s Video Music Awards hosted by MTV. 5 1/2 million tweets. 66,000 Facebook posts. 80% of them positive. 65% of them posted by girls. 50% of them taking place via mobile.
You  might ask, why did Twitter have such a big response as compared to Facebook, the social media giant? Well, MTV encouraged it, incorporating hashtags # in the show – leading the discussion. Social media now allows us to watch TV together, even when we’re alone. To provide a collective running commentary.
It’s a brave new world. And it’s taking place two screens at a time.