Chris, something similar to the already existent Ad Tailor on Hulu is probably a good place to start as far as a place to look for tools to improve the social TV market, but I certainly wouldn't stop there. Also, I think that Paul (above) is really onto something here, but I think that whatever is done for the social TV "check-in," it has to be completely portable, completely voluntary and completely worth the consumer's time. As much as TV execs are not likely to change their models, consumers are not likely to buy into something like this unless it brings with it an inherent benefit to them; something along the lines of a cell phone app--let's face it, more people have a smart phone than an iPod or certainly a tablet--and can be completely cross platform. And once you have that, the internet ready TVs are already on the market.
The benefits have to be significant enough that people will want to do it, but not so huge that the industry won't adopt it. Something along the lines of built in coupons or discounts on their cable or a break on their phone bill is probably looking in the right direction, but ultimately the options are limitless.