New Tool Matches Clients With Shows

Much has been made of TV’s dwindling effectiveness as a stand-alone ad medium, with the emergence of dozens of complementary electronic media, such as video on demand, interactive programming, streaming media, and even message boards, chat rooms and blogs. TV programmers are struggling to make sense of it all, aggressively trying to link their content to as many of the new media as possible—with varying degrees of success.

The intent, of course, is to keep viewers engaged and advertisers intrigued by all the possible integrated marketing opportunities.