Oxygen’s Bad Girls Club Goes Social

Cable programmer Oxygen is adding a social viewing experience for fans of its Bad Girls Club reality TV show, with the launch of OxygenLive, a new web site where viewers can socialize, take polls, and chat with other fans.

OxygenLive will enable viewers to participate in a real-time chat with Oxygen editors, guests from gossip site Evil Beet Gossip, and cast members from the show. The site will also incorporate Facebook, Twitter, and live polling during the airing of Oxygen programming.

The site is not live yet but will go up at www.oxygenlive.com on Dec. 1 to coincide with the season premiere of Bad Girls Club at 10 p.m. ET, and live chats will occur each week throughout the season of the reality TV show.

The introduction of Oxygen’s social, “two-screen experience” comes as more and more TV programmers are taking advantage of the social web to bring attention to their programming. CNN’s integration with Facebook for the presidential inauguration proved wildly successful and has led to growing interest in content companies integrating live events with social networks. That event has led to companies like Fox (s NWS) experimenting with Twitter as part of its “Tweet-Peat TV” and many other programmers rolling out social tie-ins to their programming.

A number of challenges are still facing social TV. Nevertheless, we’re strong believers that video will continue to be social. To learn more about how social television is progressing, check out our report “The State of Social TV” at our subscription research service, GigaOM Pro.