There's no wonder that social media is having a direct impact on tv. Just type the name of the reality or tv show you like to watch after a new episode into Twitter's search engine and within moments, hundreds of viewer compliments and complaints will appear (twitter and tv -> http://www.nytimes.com/2011/10/26/business/media/twitter-and-tv-get-close-to-help-each-other-grow.html).
The question is, are the producers taking in consideration this feedback? and the answer is: absolutely yes. After an avalanch of criticism and compliments, you will notice how next week's show is slightly better (or slightly different than the previous one). Each show tries to improve by keeping the things that the feedback is supporting possitively and changing the ones that are not that welcome.
Keeping track of feedback is not just a matter of "looking for it" anymore. Twitter is just one way of knowing what the audience wants. Groups in facebook are being used to release some content and discuss directly with the fans some matters. For instance, I usually follow Dexter's group on Facebook (one of my favourite shows) and from time to time, they post some pictures of episodes scenes on the wall so people can comment on them and say what they think about it. Thanks to that feedback, screenwriters make sure that the plot is always well accepted.
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