As the definition of "TV" evolves and expands from a fixed time, one-screen lounge-room only experience into a multifaceted, multi-device medium at people's beckoned call, consumers are changing their TV viewing habits.
The advent of web-based TV, timeshifted TV, video on demand (VOD) and digital video recorders (DVRs) has meant consumers can organise their TV viewing around their schedule, rather then their schedules around fixed TV programming.
Social media is also becoming a large part of consumer's viewing experience.
The latest figures from market researcher Nielsen's State of the Media report show these changes in technology are having a significant impact on the way consumers watch TV in the US.
More people are watching TV in the US on more platforms says Nielsen.
The number of hours watched in the second quarter of the year remain fairly constant - the average person watched around 143 hours of TV per month - however, more and more viewers are supplementing their TV-watching habits with timeshifted TV.
Viewers in the 25-34-year-old age bracket watched an average of 29 and a half hours of DVR playback per month in the second quarter of 2010.
A report released on November 17 by Motorola Research shows that consumer TV viewing habits are also gravitating towards paid content and social television.
"The research clearly shows a changing television landscape, one where subscription services are becoming mainstream, augmented by social activities revolving around Internet chat and networking channels," said Bill Ogle, chief marketing officer, Motorola Mobility.
According to Motorola TV watchers are staying connected with their friends when they switch on the TV; 42 percent of viewers globally have engaged in an email conversation, instant message chat or social network to discuss the TV show or video they were watching while it was on their screen.
22 percent of TV watchers said they integrated "social-media multi-tasking" their regular viewing experience.
Social media multitasking is most actively undertaken by people in China, the United Arab Emirates and Russia said Motorola whist TV watchers in Japan, Germany and Nordic regions are the least likely to chat, send instant messages or to use social media sites such as Twitter or Facebook to talk about the program they are watching.