Reading List: Tweet While You Watch TV

Each day we provide a roundup of five stories from around the Web that our editors read and found noteworthy. Follow us on Twitter for updates throughout the day @digiday.

Twitter Getting Serious About Social TV: Social TV is a hot topic of late, as more and more TV viewers text friends during sporting events, chat via tablet devices during episodes of “Glee” and check into episodes of “Terra Nova” — telling all their friends about their texts. Twitter, it seems, would like to have some, if not all of these social activities happen on its platform. It’s got plenty of TV chatter happening already — but nobody’s been able to pull together the disparate social TV activity that is happening all over the Web. So Twitter certainly has a shot. Of course, there is another major social media platform that would serve as a natural hub for social TV conversations (one with a lot more users) — Facebook. But to date, Facebook hasn’t necessarily found that TV networks are dying to partner with it. Paidcontent — Mike Shields @digitalshields

Underserved Latinos Drawn To Web Video: The fast-growing, predominantly young and often bilingual U.S. Latino audience does find a ton of programming options on TV, but it’s finding even more viewing options in Web video. According to Rocket’s Tail, Latino-aimed shows like “EastWillyB” and “Odessa” are finding followings on sites like and YouTube. Odessa co-creator Jorge Rivera, the young Hispanic audience is looking for content that reflects itself, leaving a big opening on the Web. “That’s not to say that writing and casting ethno-centric content is the magic bullet, but it’s one small example of the greater experimental spirit of the Internet that makes it creatively more appealing to everybody.” Interestingly, the U.S. Hispanic audience has gravitated to episodic Web shows faster than the general market. Besides the aforementioned shows, both Univision and Telemundo have had successful Web telenovellas. Makes you wonder when and if Hulu and YouTube will program more aggressively to this audience with originals. Rockets Tail – Mike Shields @digitalshields

You Can’t Own Me: Facebook is just too big to buy, according to the company’s execs, and, of course, they would say that. But it actually is. Facebook COO Sheryl Sandberg has been bandying about the phrase “the wisdom of friends versus the wisdom of crowds,” hinting at not only at Facebook’s power in the realm of real-word change (like its use in the Arab Spring) but also in social-driven search. Although the company has yet to unleash the full fury of its social engine, or even outline just what it will evolve into, it is probably planning an IPO or at least a filing in 2012. CNN –Carla Rover @carlarover

App Inventory Hits Google’s Exchange: User adoption of mobile apps has grown exponentially over the past three years, but advertiser demand for the resulting ad space hasn’t, meaning much of it goes unsold. Attempting to help solve that issue, Google is now allowing publishers and developers to sell their in-app inventory through its DoubleClick Ad Exchange. The issue, though, is mobile doesn’t have the same targeting capabilities as desktop display yet, which means that most advertisers probably have little interest in purchasing non-premium inventory through that channel at the moment, since the ability to buy specific audiences is lacking. PaidContent — Jack Marshall. @JackMarshall
Yelp Climbs Aboard the IPO Train: Yelp, the crowd-sourced review site, perhaps emboldened by Groupon’s skyhigh market cap, has hired Goldman Sachs and Citigroup to lead its initial public offering. The company is looking for a valuation in the $2 billion range. Yelp, which has received several rounds of private funding since 2010, rebuffed Google’s offer of about $500 million two years ago. The site makes money through advertising. Depending on what the market cap ends up being, a successful Yelp IPO could be another sign that a new bubble of over-valued tech companies is developing. Wall Street Journal — Anne Sherber @annesherber
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