US broadcasters finally get into bed with digital....

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01/06/2007

Over in the US, the big TV networks are starting to take advantage of the power of the internet, rather than cowering from the likes of YouTube. According to AdAge magazine, their own websites, once just used for promotion and schedules, are gaining currency as viewers click on to download programming, spin-offs or view clips online. Advertisers are crowding to the sites; ABC.com has attracted advertisers such as Procter & Gamble and Ford to its site, which last year featured four downloadable shows, and early data showed that ad recall was as high as 87%. Meanwhile NBC.com will launch social networking services into its website this month.