VITAMEDIAS
Joe Viewer and the Internet: Yet the multiple media environment is an opportunity--an imperative--to engage people in new, deeper ways. According to the comScore survey, 15 percent of people with a computer and a TV in the same room had visited a Web site about a show they were watching, and 11 percent sent e-mail or chatted online about a show. Seventy-four percent engaged in online activities unrelated to the shows they were watching.
Consider the potential of a well-coordinated TV-Web (or radio-Web, or newspaper-Web) partnership that assumes Joe Viewer is already multitasking and gives him something related to do online. Instead of a half-attentive viewer, he'd be a fully involved one. The ingredients are simple: the same content Web sites already offer, combined with effective cross-promotion. The challenge is to overcome the mind-set that traditional media are at war with their own Web sites.