The great success of social technologies is transforming the Internet into a collaborative community. With a vision of IPTV 2.0, this paper presents our research work towards the exploitation of social phenomena in the domain of TV. Based on the advantage of IP Multimedia Subsystem (IMS) service architecture, the current IPTV service is extended from two aspects: TV-enriched communication and sociability-enhanced TV. Two applications namely TV Buddy and Social Electronic Program Guide (EPG) are proposed to demonstrate them respectively. Finally, we developed a prototype system on Ericsson IMS Software Development Studio (SDS).