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and the award for most innovative use of social media goes to….

17 January 2012

2012 is set to be the year in which the lines between old and new media are blurred forever. The traditional media powerhouses are beginning to make headway integrating social media with conventional programming.

Consumers today use their television simultaneously with their tablet or smart phone – “second screen viewing”. Alive to the opportunity to involve their viewers, networks are promoting ways of making television a two-way flow of information, whereby the viewer can communicate via social media to both their friends and the network itself. Where viewers go, advertisers will follow.

Joint programming ventures between old and new media will present unique legal challenges for the advertising and marketing sector. They may want to utilise consumers’ live feeds and personal data, on separately owned distinct mediums, accessible in multiple jurisdictions. The technology, the networks, and the advertisers might be ready for globalised multi-medium programming, but have all the risks of complaints been considered?

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