Kathryn Mitchell from TVNZ and Emma Eichbaum from Kantar TNS in New Zealand outline the findings from a recent study into the role that TV plays in today’s connected environment and the relationship that TV has with digital media. They were speaking as part of Kantar TNS D3: Delivering Impact in a Connected World, a summit exploring the opportunities and challenges that digitalisation presents, held in Bangkok in March 2016. In the session, Kathryn and Emma explore the findings, explaining how digital media is reliant on the base that TV builds to drive awareness, whereas TV benefits from digital’s ability to deliver specific messages to target audiences.
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