TV is social. That much we know. What’s unclear is what will form the social backbone that enables it to come to life easily and seamlessly for viewers.

The obvious answer is Twitter and Facebook. There are new, dedicated social TV apps like GetGlue and Miso. But you can bet that the content creators, which have poured so much money into creating the content that binds this audience, want to have its piece of the action. That’s one way to read the news yesterday that CBS launched its own social platform, CBS Connect, as a way to tap into the social sphere and harness the conversations around its entertainment lineup.

According to Marc DeBevoise, gm of CBS Interactive Entertainment, the idea for a social hub grew out of its exploration with other social toe-dipping events, most notably its Tweet Week (where CBS talent would tweet back and forth with their followers) and Social Sweep Week (where stars would post and share videos, and video chat with select viewers) events. After seeing the success of these two experiments, The Eye Network placed its chips on a centralized location.

“The concept is aggregating social conversations — Facebook and Twitter — into one place around all of our shows, enabling people to slice and dice the conversations they want by show, character and actor,” DeBevoise said.