The digitization of the media scene entails far reaching changes in domestic applications and information technology. Devices such as the TV are becoming technically more complex and offer diverse additional functions because of their network capability. Full-video content is available on demand and non linear in different contexts. In the research project SocialMedia we take these developments into account by exploring new integrated techniques and concepts for cross-platform communication and exchange between users. Therefore, we focus on a dynamic Home-IT infrastructure, in which the TV or the Media Center is an important component. We are particularly interested in concepts, which support social exchange with regard to full-video content. Research topics of SocialMedia include integrated cross-platform concepts such as mobile devices, ambient-approaches with intelligent everyday objects, and the exploration of suitable methods to involve user in the process of idea generation and evaluation.