Your TV set and your social profile are about to merge.

Adweek reported that social TV will change the way we watch TV and the way we connect with friends. With a click on the remote, your TV will share what you are watching with your Facebook friends. You’ll also see an on-screen listing of what they are watching. Discussions will take place on the TV screen so that you can laugh, cry, rate, and review programs in real time.

Consumers are already making a habit of sharing their media habits online. Social TV will just make it easier.

Here are the benefits for advertisers and networks:

Higher product integration value

Conversation leads to greater engagement. If I’m engaged in a program, then I’m less likely to miss details. Product integration becomes more valuable as friends discuss the outfits, the cars, and the music in the program.

Less channel surfing

Social TV makes it painful to change the channel if my friends are watching the same show. This returns value back to traditional commercial pods. It also gives networks an incentive to create buzz-worthy programs to keep friends watching together.

Less time-shifting

The DVR takes a back seat during real-time viewing. With social TV, any ordinary program can become a must-see appointment. If it becomes a habit with my friends to solve the murder together during CSI: Miami, then I will miss-out if I’m not watching in real time. This makes the DVR less of a threat to commercial ratings.

More brand chatter

The conversation doesn’t stop during commercial breaks. Expect users to comment and review every spot the same way that Super Bowl parties produce chatter about commercials. Marketers have an opportunity to identify brand enthusiasts and extend the conversation.

The next few years will see dozens of technology platforms fight to bring social TV into the mainstream. Marketers should be prepared to put their best foot forward during programs with lots of buzz, and nurture the brand conversations that social TV will produce.