A number of broadcast networks are using micro-publishing platform Twitter to build closer relationships with audiences, reports The Wall Street Journal.
Twitter allows users to create short 140-character message updates that are sent to designated "Followers" of the user's status.
Many people use it to alert friends of where they are and what they're doing. But TV networks and other marketers are finding it invaluable to providing fresh updates to connected audiences.
Greg Yaitanes, producer of the canceled Fox series Drive, Twittered throughout the show's premiere episode, providing live commentary. And networks such as ESPN and Fox News post headlines or recent news stories, with links back to their main site.
Right now the Twitter audience is relatively small, consisting primarily of tech folks and early adopters. As with any social media tool, the potential for marketing abuse, and consequent backlash, exists.