Executives are frequently encouraged to adopt a multichannel approach to business because, they’re told, doing so will produce a result that’s greater than the sum of its parts. but is this really the case?If any industry can prove that you can put two channels together in interesting ways and produce powerful results, it’s the television industry, which is increasingly finding a variety of ways to embrace an ever-social internet.
Social media as a TV app
Given the popularity of the internet, it’s not surprising that most television programs have associated online components. These often include websites, as well as Twitter, Facebook and YouTube accounts.
In most cases, these components are designed to provide varying degrees of interactivity. A website for a television program, for instance, might have a blog that gives viewers additional content, and an ability to comment. MTV p