Via Experimental Television Lab: Cult television shows demonstrate the link between media and identity through a shared knowledge of in-jokes. When many viewers multitask while watching TV, SocialTV is a web app that integrates video and chat functions to create a complete social and media experience while viewing the TV series Arrested Development. It maximizes the social affordances of a cult television series through chatting with friends, game play, and interactors generating content based on in-jokes.

Writers incorporate in-jokes and self referential humor throughout series, like Arrested Development. SocialTV exploits these layers of jokes and the competitive nature of superfans. The easter egg game allows viewers to unlock stickers and video clips inspired by these in-jokes.