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According to coverage of the event Aletxu Echevarría, Digital Media director of Spanish Endemol said:
"...programmes must become brands, reach the consumers and make the consumers reach the products so increasing their period of commercial life. There the internet is only another way where participation is key. The real digital revolution relies in "the internet connectivity through the applications" he added.
And as an example the transmedia franchise, Echevarría used as an example - the reality show 'BigBrother 12' - which has its own 24 hour program, its own clothing brand, on-line games, web sites, social network communities so generating a multimedia experience which is much more enriching than a simple reality show.