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John Moore from Interpublic Group's Mullen agency has said 'We're in the early, early stages of what is now kind of being deemed 'social TV.' It all started with multi-player games and is branching out from there as over a quarter of 18 to 24 year olds are interested in adding social media features to their TV. After having profiles and gaming buddies, the Y Generation don't want mindless TV any more. It is expected that TV companies will increasingly find ways to connect to Facebook, Twitter and other social sites to give new meaning to 'watching TV.