Discovering new ways of audience interaction with new platforms is today's priority for advertisers and creative agencies. Communication campaigns have to be thought and produced to tell a story in different media.

Broadcasters have long been looking at how the new communications landscape will be, and how to add value to advertisers. Today the contents of open TV invade the web and mobile platforms, offering users their products anytime, anywhere.

Even if people surf the internet, on a computer or on the cell phone, the open TV will continue to be present in moments of idleness. The evidence of this is in social networks: one of the most talked about themes among users is television content. Users often talk to their friends about what they are seeing on TV - about the last chapter of the soap opera, something they have seen on television, or about favorite humor programs.

The increasing presence of home-connected TV sets will create a host of new opportunities for television channels, agencies and advertisers. To this end, the open television industry is transforming itself to offer the market solutions that fit the business model that will develop in the future with increasing audience fragmentation.