How can TV networks keep up with online?

TV networks seem to be in trouble these days.  There are only reports of declining ad revenues, canceled shows and strikes.  How are they going to compete with their online counterpoints?  It will probably come down to the old adage, if you can’t beat ‘em, join them.

In order to keep their share of the advertising pie, tv stations are going to have to start incorporating more interactive aspects to their web sites.  Their best bet is to try to develop content tie-ins that will create a cycle between users going to their TV sets and their computers.  By creating web-exclusive content to supplement their regularly scheduled programming and exploring emerging trends like mobile and social, television networks will hopefully not die out like the mediums before them.

One thing on their side, is their incredible stockpile of content.  Right now, the networks are starting to experiment with posting old, but loved, programs that viewers would not otherwise have access to.  Not a bad place to start.

There are tons of interactive possibilities, and goodness knows the TV networks have the marketing bandwidth to promote their online destinations.