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February 5, 2009 Serving TV Audiences Onlineby Sonal Gandhi, Bobby Tulsiani with David Card, Lauren Jesuitus, Dan Wilkos |
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Executive Summary
Traditional media is still the most influential source of TV program information for consumers, but the online medium is becoming increasingly important. TV programmers should turn to the Internet to drive word-of-mouth referrals, target youth audiences, and create twin-screen experiences. In addition, programmers should continue to incorporate video on their sites and nurture communities to expand the base of participation online.
This is an excerpt
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