There are lots of online communities, filled with active and passionate people – exactly the sort of people TV would like to court, both as consumers and as providers of (cheap?) media content. However, most attempts by TV companies to engage and participate in the on-line culture have been pitiful.
How is it that organisations with such marketing power have continually failed to make sense of this opportunity?
Scott Stead has written a thought-provoking article on the subject, and (in the manner of on-line communities) visitors have enhanced it further with their own comments.