London-based digital entertainment R&D firm Futurescape found that viral marketing of video on the Web doesn’t necessarily result in wider distribution of content, Online Media Daily reports. The company uncovered several “viral fallacies,” including the idea that Web TV is still in an experimental phase and that original Web content is cheap to produce, the Web site says. Promotional costs can often balloon to more than the cost of the program if a social network aren’t used to promote content, the Web site notes.
—Vlada Gelman