TV value chain is evolving

Report shows move toward social networks

BRUSSELS -- The entire television value chain will be transformed as TV companies and producers begin embracing the Internet to regain control of content, audiences and advertising revenue, according to a report published Thursday.

TV companies are moving from simple VOD and catch-up TV services to using such social networking sites as MySpace, Facebook and Bebo for audience participation and new online TV formats, the report from research group Gartner states.

The report recommends that TV companies and producers ensure that the commissioning process for each show includes shortform clips for viral distribution.
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