Category: Best Branded Social TV Award |


In September of 2011, launched viEWer, a revolutionary web-based second-screen experience that lets readers watch and chat about their favorite TV shows with their friends and EW writers. Users can peruse a list of live or about-to-air shows and click to join the conversation. Inside each episode track, users can read commentary by EW staffers; post comments, links and YouTube clips; participate in polls; Like and Reply to others? posts; Follow other users; and filter comments by Everyone, My Friends, Most Popular, and more. Users who log in via Facebook or Twitter can cross-post to these accounts and invite their friends to join them in the episode track.

What sets viEWer apart from other social TV apps is the quality of the moderation. Chats are hosted by EW writers who are experts in the shows they cover. They sprinkle their commentary with behind-the-scenes insight and scoops gleaned from set visits and interviews with showrunners and stars. Also, we leverage our unparalleled access to get celebrities to join in the conversation: Recently, chats were co-hosted by stars including Mary Murphy (So You Think You Can Dance), Phil Keoghan (The Amazing Race), Norman Reedus (The Walking Dead) and Gabriel Mann (Revenge).

Unlike other co-viewing tools, which are mostly free-form chatrooms displaying random tweets with a TV show’s hashtag, viEWer uses screen captures and time codes to keep the conversation focused on what’s happening on the show at that moment. The best part: viEWer also works for shows on DVD and DVR! Anytime after a show has aired in his area, a user can open an episode track and click Replay to relive the live-viewing experience with comments from fans and the EW host popping up on their screen over the course of the show.

In a typical week, viEWer features 25 shows a hosted by EW writers, with non-hosted tracks for pretty much any show on TV.

Sample URLs:
viEWer landing page:
Once Upon a Time chat, featuring castmember Josh Dallas:
Revenge chat, featuring castmember Gabriel Mann:
Survivor: One World featuring former contestant Rob Cesternino: