The Multiplatform Buzz.(E! Networks pairs with YouTube to launch new website)(NBC Universal offers episodes from its networks through video-on-demand service)(latest trends in Television broadcasting )

Broadcasting & Cable, April, 2006

By Anne Becker Cable networks tout new media for content and advertising If there's one word that networks are hoping to drill into the heads of ad buyers at this season's cable upfronts, it's "multiplatform." Networks like Nick, Court TV and Lifetime unleashed a torrent of buzzwords to tout their use of digital platforms as new venues for content and new opportunities for advertising.

Some ad buyers see the tech talk as an effort by networks to reassure an advertising industry clamoring for greater accountability (a current mantra among advertisers) and threatening to shift dollars from TV to the Web. At last year's upfronts, broadcast networks generated just 1% growth to $9 billion, while cable networks grew 3% to $6.8 billion. Online...

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