From this month, viewers of some of the broadcasters most popular shows can engage with one another before, during and after programmes are shown.
ITV viewers will also be able to use the social media platform by Demand Media in its football section in time for the Fifa 2010 World Cup.
Viewers of ITV's popular daytime TV programme 'Good Morning' hosted by Phillip Schofield and Holly Willoughby will be able to react to the website's online content to spark a debate about the show.
ITV's other online communities will be able to directly connect their activity on the site with their social networks, aggregating their comments and discussions via Facebook and Twitter for the first time.
ITV.com social media manager Ben Ayers said: "Watching TV has always been a social experience and now we are giving 'This Morning' viewers the platform to interact and engage with the programme and each other online.
"We've long been aware that conversations about our programming take place on Twitter and Facebook and the ability to integrate those platforms with commenting functionality is a logical extension."
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