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Is Facebook Live the new cash cow for TV?

Facebook’s live video might rack up enormous numbers, but TV broadcasters still see it as a marketing vehicle for the cash cow of TV.

When the Cleveland Cavaliers received their championship rings before the NBA season opener last night, you could have caught the pregame ceremony on TNT, which broadcast the game that followed. But the ceremony also streamed on TNT’s Facebook page. The main purpose: drive tune-in of the actual game.

“That’s really about marketing,” said Will Funk, evp of sales and property partnerships at Turner, to Digiday during the Live Fronts, an industry conference focused on the growth of live video across platforms. “If you want to see the game, it’s going to direct you to go see the live game telecast.”

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