Last year, in discussing the troubles that MTV has had in adapting to the internet generation, we noted that the company had hired someone to be their Chief Digital Officer, a position that lasted less than a year. As we mentioned at the time, this tells you a lot about why the network was struggling. "Digital" doesn't require a separate executive, or a separate department. These days, it needs to permeate across all job functions if a content company is going to figure out how to really embrace what digital content allows. That's why it's disappointing to see yet another network go down the same path, as TV network Bravo has now appointed a "Digital VP." Thinking digitally isn't a separate job function. It needs to be a part of the strategic thinking across all aspects of the brand. Otherwise, it ends up as a disconnected silo fighting for attention from the rest of the brand -- which isn't exactly the best way to put in place a true digital strategy.
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