The relationship between traditional agencies and their interactive
counterparts is still evolving and can at times be contentious.
Christian Spinillo of VideoInsider offers a critique of what's
wrong with the current obsession with repurposing TV commercials for
His message is that viewers are ready and eager to interact
online, and that simply porting TV content straight to the web misses
a major opportunity to leverage what the channel is all about:
interaction and immediate metrics.
This article beautifully articulates what our business really is all about and
what TV is not.