area/code developed a type of social networking site for MTV called Back Channel. Currently the Hills is the only show participating, but more are on their way. How it works: while watching the Hills, you can tag things such as "I love Spencer, he is so hot" and see if anyone agrees.....you go accumulating points for every Tag or comment you agree with or when people agree with yours or you predict the next tag.
From Cnet:
"But Backchannel has bigger implications for what MTV has in store when it comes to social networking. Profiles for Backchannel are compatible with Flux, the social platform that MTV parent company Viacom created from its acquisition of start-up Tagworld and debuted last year. Popular comments from Backchannel, aggregated on the Web site, will also be displayed on reruns of the show, much like MTV's sister channel VH1's Pop Up Video show from the 1990s."
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