TV Nets Lack Digital Focus

NEW YORK TV networks have embraced digital media for promoting their top shows, but some networks lack cohesion in their online marketing efforts, according to a report released by search agency 360i.

360i’s survey said that while the majority of networks have expanded their marketing effort to include e-mail, blogs, mobile and social media, too often their digital efforts lack coordination, as these companies frequently turn to multiple partners to implement such efforts. The result, particularly when it comes to coordinate efforts in social media and search, is that individual digital efforts don’t yield as much collective impact as possible.