In 2015, the most successful first-run shows in syndication will evolve from being strictly TV programs into multiplatform brands. That's ever more important from the point of view of engaging customers-and it's a challenge that remains difficult to quantify and thus tough to monetize. But that's changing. "We still don't know if we can improve a show's ratings because of digital or social but we can improve a viewer's overall experience and affinity for the brand and that will drive the business overall," says Lisa Hack-ner, executive VP, daytime and syndication, ABC Entertainment Group.
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