The second-screen loyalty app Viggle announced today that it's now encouraging developers to build their own custom TV experiences on the Viggle platform. For example, a show producer could enhance the second-screen experience with polls, prediction cards, mood-o-meters, trivia and quizzes. Or a network could create a game that rewards users with the same redeemable points viewers receive while using the Viggle app.

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The summer is upon us and that means that NBC News' morning show, "Today" is throwing its annual concert series. The network will be using the Toyota-sponsored event to experiment with social TV as they bring on acts like Pitbull, Chris Brown, Justin Bieber, Maroon 5 and more. They kicked off their social TV efforts with their first partnership with Viggle for Friday's Pitbull performance.

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As USA Network announced a ramped up social TV strategy for the summer, its upfront took place at NYC's Lincoln Center. The event was produced as way more than just an opportunity to announce their new programming. From the red carpet to fan involvement to one of their biggest announcements during the presentation, social TV was part of the production. We spoke with Jesse Redniss, SVP of Digital for USA Network, Jason Hoch, SVP of Digital for WWE and several USA's "Characters".

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After navigating through the beast that is NYC's midtown Hilton to the third floor, the social TV industry packed into a large ballroom as AdAge put on their social TV conference with brands and networks presenting what's working, what's not and what the future of the social TV industry will be....

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Viggle's direct-to-rewards approach is continuing to interest networks. Today USA Network has announced they're partnering with Viggle to create a second screen experience around the classic, "To Kill A Mockingbird." During Saturday's airing at 8pm Eastern, they will be leveraging Viggle to tap into the film's fifty-year history. The network will be matching points earned by users for a donation of up to $20,000 to the Characters Unite nonprofit, which supports civil and human rights. Fans can also convert their points into donations.

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This year's Academy Awards on ABC was infused with social media and second-screen experiences, top to bottom. So much so, we were juggling apps and devices -- three different hosted live streams during the red carpet show -- which was a bit out of control. While the show didn't offer many (if any) smashing viral moments, there were some terrific second-screen developments and a few memorable social media tidbits:

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A big move in the social TV space today: Function(X), the parent company of the new TV loyalty app Viggle, announced today it's acquiring Loyalize, a second-screen technology platform. Viggle was built using the Loyalize platform, and the acquisition gives Function(X) a white-label technology to expand its goal to reward viewers for watching and participating with their favorite TV shows. The companies did not release terms of the deal.

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Earlier this month, we previewed Viggle, a new social TV app that's the brainchild of former American Idol exec Robert Sillerman. Today, Viggle hit the iTunes Appstore (iPhone right now), and we gave it a spin. Viggle is based on rewards -- not badges or stickers -- but gift cards from Amazon, Starbucks, Burger King, iTunes and freebies like an iPod Shuffle and one month of Hulu Plus. To earn these rewards, TV viewers accrue points by checking into broadcasts, setting reminders for upcoming shows, watching videos, playing games and taking quizzes....

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The man who launched American Idol is getting into the social TV business. Robert Sillerman announced today that his new company, Function(x) will soon debut a TV loyalty app called Viggle. By checking into various TV shows -- the app will come with audio recognition software -- viewers can earn points that can redeemed for rewards from companies such as Burger King, Sephora, Fandango and the Hulu Plus service. The company says the app (which is launching soon) will highlight shows with "check-in bonuses."

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