News Corp.'s Fox took the strongest stand, telling advertisers its top-rated
programs generated more social-media reaction than anything cobbled together by
Netflix (which recently launched "Lillyhammer") or Hulu (which has a new
program, "Battleground"). Peter Rice, the network's chairman of entertainment,
noted that "none of the pure digital companies—not Google, Netflix, Yahoo or
YouTube—can currently compete with our reach or scale."
To bolster the argument, Fox is opening a unit called "The Bridge" that will
create tailored promotions to work TV advertisers into social networks and other
new-media venues where fans of TV shows are interacting.
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