In a large integrated agency like Ogilvy, we're constantly looking for ways to leverage creative horsepower across our various disciplines.  The convergence of media channels is beginning to make that process a lot more straight forward as our teams find new ways of collaborating. A recent campaign for L&P saw us put together an integrated campaign which features a number of 20 minute webisodes destined exclusively for TVNZ On Demand.  The streaming results were impressive, actually more than impressive, so I went looking for something to support what we were seeing in terms of user behaviour.  It didn't take long to locate Razorfish's 2009 Digital Outlook Report which had this to say:

Many in the TV industry insist that online viewing is additive — that individual consumers watch shows both online and on TV, rather than replacing TV viewership with online. However, a study from research firm Integrated Media Measurement said May 2008 marked the first time that a significant portion of  U.S. based online viewers of primetime, episodic TV shows didn’t watch part of those shows on TV.  What’s more, 50% of viewers consider online viewing  a replacement for TV, according to the firm. A Deloitte survey also found that nearly 6 in 10 U.S. consumers would like to easily integrate their televisions with their computers to download or watch online content.