Hasta La Creative!

After more than a year of hype about real-time marketing using social media, TV networks have decided they want in.

To that end, Turner Broadcasting is trying to make it easier to run real-time messaging on TV, traditionally a slower medium that requires lengthy planning and lead time to get a commercial on air.

The company will use its upfront talks to try to partner with an agency or a major marketer with multiple brands for “Real Time Now,” which is meant to help marketers get spots on TBS and TNT that align with fresh pop culture trends, events like major storms, national holidays and breaking news. The resulting messaging will also run across Turner’s digital and social channels, including Funny or Die.

Continue reading at AdAge.com