Ask HN: How will social media change TV?

So a bit of background. I left Comcast earlier this year to start an advanced TV application development company. We build applications that run on newer connected TV's and interactive apps on cable set-top-boxes. At the last minute I got asked to fill in on a panel at a large cable event on the role of Social Media in television.

I have my own feelings and ideas on this subject, but I've been head down in this field for a long time that I might have blinders on. So I ask you, how do Twitter, Facebook or Digg change the way (or can change the way) you view and or interact with TV? What do you think the future is of social media on TV?

Some ideas I have that can be used to stimulate discussion.

Digg style content polling to address finding new content.

Twitter and Facebook grouping to find and share content

New ways to add revenues to shows via in-show enhanced ads (yes TV popup ads, they're coming whether you like it or not)

Integration of social media in new "over the top" systems like boxee or Roku.