Nintendo has put Social TV at the heart of its next-generation games console, the Wii U, which launches in North America on 18 November.
A key sales point for the console is the TVii service. This combines TV remote control, TV show discovery and Social TV interaction.
Consumers will be able to use the console's touch screen GamePad controller as a universal remote control for their TV set and related devices, such as a cable set-top box and DVR.
The GamePad TV programme guide helps viewers navigate broadcast and on-demand TV shows. Nintendo believes this addresses a consumer need to easily find what they want to watch from a disparate variety of sources: live broadcast television, pay-TV channels, recordings on DVRs and online video providers including Netflix, Hulu Plus and Amazon Instant Video.
Comprehensive Social TV integration
Crucially, Social TV is integrated throughout the TV viewing experience.
Reggie Fils-Aime, president, Nintendo of America, said that the console's overall proposition is "games, TV, plus social."
"In terms of a way to find what you want, to actually watch it on the big screen or on the small screen and then to be socially engaged on it, we do think we've created a better mousetrap."
Nintendo expects viewers will discover programming via search and social recommendation. (Screenshots from TVii promotional video.)
The TVii guide emphasises the social aspect of TV programming. The interface prompts the user to discover shows that are "popular" and "recommended."
Console owners will be encouraged to discuss programming while viewing via the new Nintendo Miiverse social network, Facebook and Twitter.
Social interaction during a football game.
Tweet overlaid on football game.
Building on the success of the Nintendo Wii
The strategy of positioning the new console at the heart of TV consumption and Social TV interaction aims to build on the popularity of the Wii as an Internet TV device.
August 2012 research from digital video technology company Tremor Video found that 34% of individuals with an Internet-connected TV set use Nintendo's previous console, the Wii, to get the TV online. The Wii lets users access VOD services such as Netflix.
This 34% uptakes makes the Wii the leading device for TV connectivity, ahead of the Sony PlayStation (32%), Microsoft Xbox (30%) and smart TVs (21%).
The original Wii has sold a total of 96m units worldwide. If the Wii U has a comparable success, it will put Social TV functionality into tens of millions of homes globally.