Digital media is “not all about video,” MTV Networks Entertainment Group executive VP of digital media Erik Flannigan warned content producers and creators at NATPE’s LATV Festival on Wednesday.

Mr. Flannigan participated in the panel discussion “Social Media: Strategies in Content and Commerce.” His fellow panelists echoed that sentiment, explaining that content producers must focus on fan interaction and not just through videos.

“There’s a group of people waiting for the Internet to become television, [but] I don’t think that’s ever going to happen,” said Stephen Andrade, NBC.com senior VP of digital development and general manager. He reminded attendees that in terms of generating revenue, non-video page views are easier to create.

Mr. Andrade added that creators and producers must “embrace the fans,” who are the biggest content advocates, through social media. “Over time, it will become an integral part of creating a television show,” he said.

Also taking part in the panel were Or Die Networks President-CEO Dick Glover and Fan Rocket founder and CEO Danny Kastner. Moderator was Broadcasting & Cable Editor Ben Grossman.

The panelists agreed that the newest wave of successful TV producers must have social and digital components in mind when creating TV content, instead of fighting against the new trends in digital consumption and interaction.

“These are the greatest times” for TV fans, Mr. Flannigan said. Although producers will not be able to control how content is consumed and what is being done with it, he added, fans have unrivaled ways of “playing” with the material.