Traditional TV as we know it has ceased its existence. It is still possible to catch a traditional sitcom every once in a while, but most sports programs, reality shows and commercials are filled with social media icons, QR codes and are becoming more and more interactive every day.

Our habits of watching TV are changing as well. Now that we have hi-tech gadgets like smartphones, tablets and laptops surrounding us 24/7, we are more used to technological multitasking (in other words, using multiple gadgets at once). In fact, according to Nielsen’s Consumer Usage Report, 70% of women and 60% of men are distracted multi-taskers, checking their email or surfing the Web while they watch TV.

Shazam, an iPhone app that has been around for a while, is now tapping into a market beyond just mobile and going after interactive TV. Now, Shazam is not only able to name a tune, but also recognize audio for a TV ad and direct you to a website with more interactive content.

If you watched 2010’s Super Bowl (who didn’t?), then maybe you remember the Dockers ad that used Shazam. It was the first commercial to use the app in conjunction with the advertising content – not many companies were comfortable with betting their multimillion SuperBowl spot on an interactive test like that. Apparently the strategy proved to be worth it, and in the upcoming SuperBowl, 1/3 of all the ads will be using Shazam.

MySpace also didn’t waste time and is now jumping on the social advertising bandwagon. It’s launching MySpaceTV in the hope of finding new audiences of its dying platform. The consumers would be able to turn TV-watching into a social sharing experience through real-time online chatting about a sports game or inviting their online friends to watch a show with them. Right now, all these cool multitasking features will only be available with the purchase of a Panasonic Viera TV set.

These recent TV-related innovations may be the sign that many people are not satisfied with just watching TV anymore. As they are not satisfied with just doing one thing. New on the go technologies helped us get used to multitasking and sharing everything we do. We enjoy broadcasting our actions to the world, as if all of our friends, followers and fans want to know exactly what we are doing every single hour.

No matter what you think of this trend, this is the type of a bandwagon your business should get on. Start creating content that is accessible from any platform and make it easy for your visitors to share it with each other (make sure you always create something worth sharing). Acknowledge your audience’s need for multitasking and sharing – give them what they are looking for and they will keep coming back to you.

How is your online content interactive and share-friendly?