
Fox debuted the pilot episode of its musical comedy "Glee" back in May. With the program set to begin its first season, the network re-aired the pilot last week with a social media twist: a lower-thirds scroll of tweets from fans and cast members.
For viewers adept at watching a program while reading about it at the same time, this repeat (or "Tweet-peat," as Fox called it) gave fans the chance to interact with cast members and even get their questions answered mid-program.
Just as VH1's "Pop-Up Video" provided viewers with a reason to watch a video they had already seen repeatedly, Fox may be onto something here.
After all, Web readers are three more times as likely to visit a news article if they leave a comment (presumably so they can see whether anyone has responded). So it stands to reason that a TV viewer who tweets would be more likely to stay engaged with the show through its conclusion.
As for "Glee" itself, I wasn't crazy about it. Maybe it's time for me to register this opinion on Twitter...