The mistake of extending brands

Terry Heaton writes:  "Memo to broadcast networks: Your brands are tied to the broadcasting industry. You have history and baggage, especially as it relates to younger people. You cannot expect people to think of you otherwise, no matter how hard you try to redefine yourselves. You're broadcasters. That means yours are broadcasting brands. As such, they've served you well, but moving those brands to the web doesn't somehow make you something different. ..."  Link:  The Pomo Blog.