TITLE

Five looks at social networking as it reviews its online strategy

AUTHOR(S)
Simpson, Richard
PUB. DATE
May 2007
SOURCE
New Media Age;5/24/2007, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the plan of British broadcaster Five to re-establish its brand values online. According to its chief executive officer Jane Lighting, Five is looking into developing a digital profile and introduce social networking and other Web 2.0 functionality. Its focus is on establishing a community through its brands. Five broadcasts programs such as "Prison Break," "Shark" and "House." For its marketing strategy for "Prison Break," Five focused on community engagement, encouraging users to search different areas of the internet. According to the article, Five faced some difficulty because of the downturn in the television advertising market.
ACCESSION #
25325964

 

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