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The first ad the brand showed, during the Oscars telecast last month, gave Volt a largely superfluous cameo.
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Last night during the telecast, I was only able to spot one watch on a female wrist.
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Last year's telecast at the intimate Beacon Theatre was seen by 6 million viewers, down significantly from 2011's 6.9 million.
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Last year during the telecast, tweeters took to the Web to discuss Oscar co-host James Franco's dazed and uncommanding comportment.
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"Listen Jay, Conan and I have children, " he said to the host on last Thursday night's telecast.
FORBES: Television
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The Super Bowl garnered 12.2 million comments on social networks like Twitter and Facebook during the game's recent telecast, up 578% from last year's game, according to Bluefin Labs.
WSJ: Tweeting the Oscars: I'd Like to Thank My Twitter Followers
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That's more viewers and a higher demo rating than any show on the major broadcast networks last night and ranks as cable's most-watched entertainment telecast this year.
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Sports-TV networks are jumping in, too: Viewers watching NFL Network's coverage of the National Football League draft last month could use a mobile app to see a range of content during the telecast, including video interviews with players selected in the first round and analysis from experts.
WSJ: TV Networks Play to 'Second Screen'
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In fact, 70 of the 81 trophies were handed out in a pre-telecast ceremony in the Nokia Theatre L.A. LIVE, next to the Staples Center where the last 11 Grammys were presented between a record 20 star-studded performances.
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