  In the context of Social TV, the increasing popularity of first and second
screen users, interacting and posting content online, illustrates new business
opportunities and related technical challenges, in order to enrich user
experience on such environments. SAM (Socializing Around Media) project uses
Social Media-connected infrastructure to deal with the aforementioned
challenges, providing intelligent user context management models and mechanisms
capturing social patterns, to apply collaborative filtering techniques and
personalized recommendations towards this direction. This paper presents the
Context Management mechanism of SAM, running in a Social TV environment to
provide smart recommendations for first and second screen content. Work
presented is evaluated using real movie rating dataset found online, to
validate the SAM's approach in terms of effectiveness as well as efficiency.
