The upfronts are happening this week, which means the major broadcast television networks are trotting out their shiniest, new toys of the 2013-14 season. (More on the actual shows and my summative observations later this week.) The networks are also using this time to proclaim all the ways they’re integrating social and digital technologies.
Opening reel of Fox upfront is digital pros talking about TV and social with showrunner comments from JJ Abrams, James Brooks & @mindykaling
— Diane Gordon (@thesurfreport) May 13, 2013
ABC to Live-Stream Its Shows via App
ABC touting its live-TV-streaming mobile app, which is both a good idea and why-isn’t-everyone-already-doing-this? idea #upfronts
— James Poniewozik (@poniewozik) May 14, 2013
I’m thrilled that television networks are finally addressing and prioritizing digital initiatives and platforms on a wide scale. But there needs to be solid strategy behind those initiatives. The past forty-eight hours have produced two examples of digital integration — one brilliant, one bad.