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TV That's More Immediate, Like Twitter

Turner Entertainment is promising a "war room" team of writers, producers, lawyers and marketers to allow television adverts to become more "real time." The move comes after the phenomenal success of Oreo -- which, when the lights failed at The Super Bowl, tweeted a dimly lit Oreo biscuit with the tag line "You can still dunk in the dark." The quick thinking, viral campaign raised questions about the cost effectiveness of prime tv spots featuring content shot weeks in advance. Turner's initiative will initially involve its TBS And TNT American channels.

Read the whole story at The Times of London »

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