Digital + Traditional = Stronger

A while back I wrote about the Olympics coverage, and the great efforts NBC were taking to stream content and engage viewers online. Some results are in, and no surprise, the online portion appears to have deepened and engaged consumers total involvement. In a nutshell, the digital media did not cannibalize viewers, rather it enhanced and got those people to watch more Olympics TV. So both traditional and digital complimented each other. 

This is not rocket science, but it is still a big thing. For years the music, film and traditional media business have seen digital as a revenue threat, and chosen to dismiss, avoid and kill it. The reality is, done right, brands and media properties can enhance their offering and make stronger connections. Of course, the next step is turning that into increased engagement into revenue and profits, but the main point is, their is a huge upside to take advantage of.