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. […]