Count me in the group. I tweeted as well during the Oscars and enjoyed reading others' snarky tweets. It also added to my engagement in the show I was watching. And as Roy points out, social media opens us up to other viewpoints and feedback. It also provides an expertise and recommendations to new programming. "Hearing chatter about a show is becoming a common way to discover new programs and decide what to watch."
This "social soundtrack" becomes for the user an important added value to our viewing behavior. " If you are not part of the soundtrack yet, chances are that you will be soon."