Social Nets Push Broadcasters To Experiment

[Commentary] Broadcasters had a chance to mine their frenemies relationship with Google, Facebook and Twitter more closely at the National Association of Broadcasters Show in a spirited back and forth exchange. To the social networks, the broadcasters could stand to be more experimental -- and engage more vigorously -- with their platforms. For the broadcasters, the social players could be more transparent in their own developing media strategies. Both camps, it was clear, need each other in an inextricably entwined media landscape. But broadcasters also need to take a highly differentiated approach to each social platform as they continue to iterate.