Making the case for TV as a supporting medium

This event report discusses how brands can use television as a supporting medium for their branded content efforts.

Making the case for TV as a supporting medium

Andrea Sophocleous

The future of television has been debated, dissected and discussed at length for several years, a conversation initially predicated upon the medium's imminent "death", before talk began first of a resurgence and then, most recently, a re-imagining of its role.

It was thus no surprise that the position of TV in the new-media landscape was under the spotlight at the Festival of Branded Content and Entertainment, held in Sydney in October 2013. In a presentation entitled "TV as supporting medium", Steve Coll, executive creative director at Havas Worldwide Australia,...

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