One of the recurring topics of conversation at Ad Age’s Social Engagement/Social TV Conference last month was the proliferation of stand-alone second-screen apps and destinations, with every network, various established media players and plenty of start-ups wanting in on the hot social-TV sector. Everybody kept asking: How soon before we start to see consolidation?
Well, it’s starting. Today, TVGuide.com and USA Network are formally announcing that USA’s Character Chatter platform, which until now has had its exclusive home on usanetwork.com and USA’s family of mobile/social apps and sites, will now also live on TVGuide.com. Chatter is essentially a social-TV portal that allows fans of USA shows like “Suits” and “Burn Notice” to find and join the social-media conversation surrounding those shows (users can sign on with their Twitter or Facebook logins and easily cross-post); on TVGuide.com, it will be co-branded.