Recognizing the multiplatform and individualized video viewing environment, this study conducted focus groups to delve into reasons behind the choice and use of television over other types of video platforms, and the motives for using social television. The results suggest that the focus group participants feel affection for television as a  medium  itself — a feeling that is independent of the content available on television. The motives for seeking social television include a sense of community, social bonding with existing networks, reinforcement of an online persona, entertainment, information sharing, social movement, self-documentation, and incentives.
['Jiyoung Cha']
Television use in the 21st century: An exploration of television and social television use in a multiplatform environment