Little did the shock jock know back in February when he live-tweeted his way through his own movie, "Private Parts," that he would accelerate a trend that seemed reserved to the occasional one-off stunt.
Fast-forward a few months, and everyone is getting in on the trend. Mark Cuban is doing it to accompany episodes of ABC's "Shark Tank." Travel Channel is pushing same for "No Reservations" and "Bizarre Foods." Oprah Winfrey supported the launch of the OWN series "Behind the Scenes" with a rare Twitter appearance on Sunday, and Dana Delaney got her social-media savvy going for the debut of her new ABC series "Body of Proof" on Tuesday.
Maybe the fact that "Proof" and "Scenes" did decent ratings is the reason that CBS is now prepared to top them all with an entire "Tweet Week." Every night beginning April 3, there will be live-tweeting accompanying the Eye's biggest programs, including the Academy of Country Music Awards, the NCAA basketball championship, "NCIS," "Survivor," "The Amazing Race," "The Big Bang Theory," and "Hawaii 5-0."
Naturally, this Tweet-a-palooza will likely bring the trend to a crashing halt. But in all fairness to Jeff Probst, he's been live-tweeting his way through "Survivor" episodes for a while now. When this overburdened bandwagon starts to creak, don't blame him.
I shared some thoughts on this trend yesterday–before "Tweet Week" was announced–on NPR's "All Things Considered."