TV Everywhere Changing Everything

If you’re not actively working in the media and entertainment industries, you may not really be into why TV everywhere is literally changing everything.

In an earlier post, I blogged an interview in AdAge where JB Parette spoke about the challenges of TV Everywhere. Well today, Cynopsis Media posted an interview with Greg D’Alba, President/CNN News Networks and Turner Digital Ad Sales & Marketing, about Turner’s digital content and ad strategy. Here’s my favorite question:

Could you give us some insight into Turner’s overall content strategy in terms of using multiple platforms to reach viewers and consumers? For example, what’s the relationship between linear content and video on additional screens and platforms?

Television has evolved — it’s one of many destinations that viewers go to for content. But as devices became more and more portable, the media experience is changing, becoming more personal, yet also more shareable. This convergence of content and screens is allowing for individuals to connect with brands and content in more ways than ever, so we’re continuing to develop original content that extends beyond the television screen to maximize multi-screen opportunities with enhanced viewer engagement, unique ad solutions, and multi-screen programming. Online video remains a key objective of our digital strategy. Video leads nearly everything we do online, and advertisers are leveraging video ad opportunities more and more.

Turner has also launched TV Everywhere across many of our networks so that our content is available to more people across any screen they choose. For example, Cartoon Network will soon begin streaming its on-air content live across multiple platforms, including online at CartoonNetwork.com and for mobile viewers on the iPad, iPhone and iPod Touch.

and you may read the rest of the interview at Cynopsis.