Augmented content is about “adding a layer of utility and functionality to existing TV content”, be it social media, gaming or shopping elements, for example, says White, senior writer at Contagious. A BBC documentary on the Afghan war, for instance, could as such be augmented with historical data from Time magazine. And “what’s lovely is that broadcasters don’t have to do anything,” says White, as they can just bring in partners to provide that extra content.

Don’t miss Most Contagious 2012, the always-unmissable guide to the year’s most creative brand campaigns.

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About Author

As Head of Social Media for Reed MIDEM, James Martin oversees social strategy and deployment for B2B events MIPTV and MIPCOM, Midem (music industry) and MIPIM & MAPIC (real estate & retail). He is based in Reed MIDEM's Paris office.

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