CBS Launches Tweet Week

From Media Daily News:

CBS Launches Tweet Week

by David Goetzl

CBS is finding a new way to capitalize on Twitter's ability to spark interactivity and engagement. The network will hold "Tweet Week" starting April 3, where stars such as Jeff Probst and Donnie Wahlberg will tweet and take questions during the live broadcasts of their respective shows.

The stunt will last eight nights, and users can join via their Twitter accounts or CBS.com. Networks have been experimenting with avenues to use Twitter -- not just to get people to watch their shows, but to create a sense of ownership among them as they engage in discussion.

"Tweet Week" begins Sunday with performer Dierks Bentley and presenter Julianne Hough offering commentary during the Academy of Country Music Awards.

The following night, two CBS Sports analysts, Greg Anthony and Seth Davis, will weigh in during the NCAA championship game. "NCIS" star Pauley Perrette, who plays forensic specialist Abby Sciuto, will interact Tuesday during the drama smash.

Probst, the longtime "Survivor" host, comes Wednesday during the popular reality show. Later on April 10, fellow reality-series host Phil Keoghan will tweet during "The Amazing Race."

Stars Simon Helberg of the "Big Bang Theory" and Donnie Wahlberg of "Blue Bloods" will dial in next Thursday and Friday, respectively.

Headliner Daniel Dae Kim finishes the live tweeting April 11 during "Hawaii Five-O."