, a comprehensive guide to broadcast, cable, web and downloadable video, claims 23 million monthly unique users. 

Its growth has been driven by effective indexing, a successful social strategy and original editorial content provided by 20 editors, says Christy Tanner, EVP & General Manager, in this interview with Beet.TV.

This week, the company extended its social functionality with an expanded "Watchlist."

Tanner says that while most viewers share their viewing picks with friends to be, well, social, many share tips as a campaign of support for certain shows, helping them with ratings and longevity. is separate from TV Guide. 

Below is a company video that demonstrates the new Watchlist.

In a related story, Anthony Ha of Adweek explores the emergence of "social television" start-ups.

Andy Plesser