Long gone are the water cooler days when people wait to discuss last night's episode of their favorite TV show the next day at work.

Companies such as GetGlue and GroupMe have created opportunities for viewers to discuss shows with their friends, answer polls and interact with other passionate viewers during their TV watching experience.

Panelists discussed how these social platforms and applications online and on smartphones and tablets have transformed how viewers watch TV on Friday's "Future of Entertainment: Viewer Becomes the User" during the SXSW conference at the Austin Convention Center.

"I think TV has always been social," said Mike Scogin, vice president of wireless and MTV Mobile for MTV Networks. "The only thing you are changing is the tools."

Scogin joined Paul Chang, senior marketing manager for Showtime as they discussed how they have used GetGlue and GroupMe to empower their viewers.

"We integrate emerging technology around TV," Chang said. "We have interesting ways to interact with their shows, whether it's polls, fan comments or questions."

Both GetGlue and GroupMe approached MTV Networks and Showtime with ways to motivate their viewers to use the social applications for shows such as Showtime's "Dexter" and MTV's "America's Best Dance Crew."

GroupMe, founded in 2010 and now part of the Skype family, allows friends to form groups and chat with each other before, during or after their shows through a smartphone application.

GetGlue encourages users to check in to TV shows and share with friends what they are watching. They can also acquire stickers that can translate into prizes.

These applications are not just limited to TV shows but also include live events such as the Grammys or the Super Bowl.

"We see massive spikes in live sporting events, such as the NBA championships," GroupMe Co-founder Jared Hecht said.

Kimber Myers, director of partnerships for GetGlue, said it is important to ensure that when creating content for these applications, companies need to delight and reward the user.

"You need to do something that makes sense and is fun and lightweight and not a negative experience for the user where they feel like they're being sold," she said.

Scogin said it is also key to offer content that is not too distracting but different than what the viewer is watching on TV. This can be videos with sneak peeks to next week's episode that is only available to users of the social platform.

Measuring the success of these social platforms is tricky, Chang said, because oftentimes these companies and TV networks are wading into uncharted waters.

"Are users responding, Is it something they feel like it's adding value? Do they love checking in and forming groups around what they are watching? Yes, they do," he said.