CMPA PRIME TIME: With so many new digital avenues, producers ask if we still need broadcasters

By Susan Tolusso

OTTAWA ? Every content producer can follow unique logic in deciding whether to extend a content brand beyond its original media platform in today?s transmedia landscape ? and if the producer does extend the brand, that move leads to another decision: Which additional digital media should be used and how? These questions were at the heart of a CMPA Prime Time panel, ?Digital Content ? When is Brand Extension Appropriate?? on Thursday. Or, as panellist Caitlin O'Donovan noted, ?It's a question of where does the brand live? Does it start as a toy, a TV show (or something else)? Most...