Multi-screen media planning: The lure of Social TV

Kendra Hatcher King with Kris Magel, Matt Meeks and Onur Ibrahim

The growth of social media has led to trends such as Social TV, in which consumers combine social media with their TV viewing.

Multi-screen media planning: The lure of Social TV

Kendra Hatcher King, Initiative Worldwide, with Kris Magel, Matt Meeks, Initiative USA, and Onur Ibrahim, Initiative UK

Creating immersive, multi-platform social experiences enables brands, programme makers and viewers to get more out of the television medium.

Defiance: the US SyFy network will launch the combined TV/Massive Multi-Player Game programme in the second quarter of 2013

Historically, marketers have been trained to believe that the world begins and ends with television. Only TV can provide the scale and emotion needed to drive brand desire and, ultimately,...

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