I sort of admire the folks working hard on social designs for television viewing, like Tom Coates' thoughtful prototype renderings. They're really, really trying. Admirably sisyphean.
Unfortunately, this all seems so oxymoronic, because TV viewing is fundamentally anti-social. Anything designed, both in form and content, to dominate your visual cognitive capacity doesn't leave many spare cycles for recognizing interaction opportunities with your pals, much less higher order social interaction.
There's a reason it's called an Idiot Box.