Skip to main content

Web Storylines to Coexist with Broadcast TV

Washington Post reports that when CBS television writers and producers sat down this spring to think about "Jericho," a new program for this fall, they crafted two story lines: one that would appear on television and one that would appear -- and fish for ad dollars -- only on the Internet.

CBS calls the second one the "D" storyline, for digital. It will involve the characters and premise of the show but will consist of original content available only on the company's expanded Web site and on cellphones, where advertisers search for younger, harder-to-reach consumers.

For half a century, the 30-second commercial spot was the template for television advertising, a one-size-fits-all solution that networks offered everyone from soapmakers to car companies -- take it or leave it.

They still pack a punch -- for launching blockbuster movies, for instance -- but now that networks face increasing competition for ad dollars from the Internet and the wandering attention of viewers, the 30-second spot is only one ingredient in a cocktail of options that networks are mixing for advertisers.

Popular posts from this blog

The AI Application Integration Challenge

Artificial intelligence (AI) has rapidly become the defining force in business technology development, but integrating AI into applications remains a formidable challenge. According to a recent Gartner survey, 77 percent of engineering leaders identify AI integration in apps as a major hurdle for their organizations. As demand for AI-powered solutions accelerates across every industry, understanding the tools, the barriers, and the opportunities is essential for business and technology leaders seeking to evolve. The Gartner survey highlights a key trend: while AI’s potential is widely recognized, the path to useful integration is anything but straightforward. IT leaders cite complexities in embedding AI models into existing software, managing data pipelines, ensuring security, and maintaining compliance as persistent obstacles. These challenges are compounded by a shortage of skilled AI engineers and the rapid evolution of AI technologies, which can outpace organizational readiness and...