The relationship between TV and the Web has all the elements of a thrill-ride combined with a tug-of-war. Battle lines have been drawn and redrawn over the Web’s role in enhancing, repurposing or even replacing TV shows. Broadcasters, producers and advertising agencies continue to assess whether a TV show site constitutes interactive content, ingenious marketing or both. As coach and witness to emerging business models in this sphere, the Bell Broadcast and New Media Fund has released its report on the state of today’s on-air/online value proposition. Directed by FanTrust President and Bell Fund Board Member Catherine Warren, this report is written for broadcasters, producers, advertising agencies and everyone in the business of capitalizing on ‘net assets for television.
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