While X-Factor, remains by far the biggest regular hitter when it comes to TV-related tweets in the UK -- 3.7 million of the 38.7 million made about shows broadcast free-to-air on British television from April 1 to November 1 this year -- it is not just entertainment shows getting in on the act.

CNN: Tweets and apps give TV the X Factor

This fall, among the more than two dozen new prime-time shows offered by over-the-air TV, there's not much about which to get really excited.

NPR: The Emmys, Where Cable Reigns Supreme

However, a fearsome title alone won't clinch a multi-million dollar sale, so military trade events like air shows give weapons manufacturers a chance to show off their products -- even if the hard sell has been done over months and years of networking and negotiations.

CNN: Hard sell: Marketing missiles not for faint-hearted