In the past, an advertiser would have counted on TV to make the point. But as
younger audiences increasingly turn to other screens, TV airings alone don't
necessarily have the impact they once did. So more TV networks are pitching
programs that make use of the chatter it generates in some of the new venues.
This week's upfront sessions are likely to include a sizable amount of talk
about how Fox, CW and their brethren can use popular TV shows to harness
consumer interest in social-media outlets.
"Making sure that you've got a layer of digital and social amplification as
part of the plan is paramount," said Brent Poer, exec VP-executive creative
director at Starcom MediaVest Group's LiquidThread unit, which specializes in
weaving ad messages into content and was involved in the pact between CW and
Microsoft.
Earlier this month, CBS unveiled "CBS Connect," a digital hub where TV fans
can aggregate updates about their favorite shows from Twitter and Facebook, and
interact with actors from the programs. On Tuesday, for example, members of the
cast of "NCIS: Los Angeles" will connect with fans who use the show's hashtag in
their tweets and posts during the program's season finale.
Simeon Spearman on 26 Sep 12"This is a story about devices: NPD figures that 10 percent of homes now have at least one Internet-enabled TV (though I bet that only a minority of them are actually plugged into the Web), and we're seeing a steady increase in the use of Web-video peripherals, like Blu-ray players, Apple TVs, Microsoft Xbox 360s. And it's also about content: NPD says the most popular service for Web on TV viewers is Netflix, with 40 percent of connected TV watchers using the service."
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