We've come to a crossroads. Up to now, it's been an unexplored spot, an intersection that is attempting to blend the old guard and the new. In one corner, the powerful, long-running powerhouse of broadcasting; and in the other, the impish, unpredictable field of social media.
The combination of the two may offer up an end goal that the professional video industry has long been hoping to reach: to actively connect—and reconnect again and again—with viewers. Whether it's to gather reaction, gauge opinion, develop brand preferences or cement station loyalty, the possibilities inherent in social media are proving to have an irresistible appeal to broadcasting.