BROADCASTERS and producers are no longer in any doubt that digital brand extensions are crucial to engaging with younger audiences.
What they may still question, however, is how best to connect with those pesky digital natives; what works online, with which properties and to what measurable effect; and how much time, effort and money should be invested in dark arts of social TV, second-screen solutions, multiplatform storytelling, exclusive online content, apps for smartphones and tablets, play-along games and branded content.
Fortunately help is at hand in the form of the Berlin-based start-up VAST MEDIA, which specialises in providing market analysis in social TV and whose tracking service already counts the likes of ProSiebenSat.1, Canal+ and ITV Studios among its 20-odd broadcaster, production, brand and agency clients.
“We constantly monitor how international broadcasters and producers promote TV shows online and extend their brands digitally in order to drive engagement across various platforms,” says VAST MEDIA managing director Matthias Puschmann, who co-founded the company with Henner Herwig Jürgens in 2010. …
Article and Interview by Joanna Stephens
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