As we are on the subject of the relationship between TV and the Internet here is another example of "buzz flow." To bring you up to speed, the UK tabloids have been packed out with Wacko Jacko stories ever since his disturbing interview aired on Sunday. The moment the programme started the net begun to buzz, which was soon followed by a media viral of extraordinary proportions (see Google News).

Unsurprisingly, given this buzz, the interview is now to be reshown tonight in the US. God only knows what viewing figures it will get, the UK got 17 million out of a population of 60 million, and that was before the media interest went into hyper drive. Anyhow, yet again the net has jumped in to play its part, with preshow buzz being fuel by video extracts of the interview firing their way around the net.

I bring this up to illustrate something has been true for a long time. The overlap between the net, media, radio, TV etc. is substantial, with the internet playing a very key role. An understanding of the true nature of this relationship is absolutely key to mastering buzz marketing, but very few get it, or if they do they do they don't know how to exploit it. To my mind this represents the biggest missed opportunity in marketing today.