I believe that old and new media can coexist and benefit from each other. Growing audiences on big TV events (the Super Bowl among them) reinforce this idea. They seem to be stimulated by blogs and social media like Facebook and Twitter, enabling viewers to discuss together what they are watching separately.
The NYT explains that many marketers are turning to Web video along with television.
Some samples provided by the Times:
- “The Next Round Served Up by Jim Beam,” a Web series for Jim Beam bourbon that ESPN plans to introduce on April 4. Although the webisodes will be on ESPN.com, excerpts will appear during the first commercial breaks on 11 p.m. episodes of “SportsCenter” on the ESPN cable channel.
- The Bertolli unit of Unilever promoted “Into the Heart of Italy” — a Web series that began this week — with commercials on ABC. One spot ran during the Academy Awards broadcast on March 7 and a second appeared in an episode of “Desperate Housewives.”
- American Express and Constellation Brands team up for “Pairings,” a Web series about food, wine and music that went live on Thursday, its creator, GreenLight Media and Marketing, is considering proposing a series based on the webisodes to a cable television channel.
It turns out that there's a synergy and not cannibalization. All is part of an integrated communications program.
Because after all, video is video.