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Data-mining key to integrating advertising, TV and interactive content: Bell Fund report

News | 02/20/2004 5:00 am EST

Broadcasters must integrate consumer demand for interactive products into their high-level business plans to capitalize on new technological possibilities for data-mining and business intelligence, suggests a new report prepared for the Bell Broadcast and New Media Fund. The study, Fiscal Reality Television, looks at the business practices of several leading North American companies in the new media production chain and concludes that without a high-level strategy to marry advertising, broadcasting, and interactive content with the potential to analyze consumer bases, broadcasters are likely losing an important opportunity to capitalize on their various assets.

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