At least that seems to be the conclusion from Danish TV: When TV2's household names started blogging, it increased traffic to tv2.dk. Just how much the article doesn't say, but Anne-Mette Bro, TV 2's head of press, told MediaWatch (in Danish, requires subscription): "We see the blog-universe as a way to achieve a more direct dialogue with our audience." The TV channel is using its blogs both to open up editorial processes and to promote upcoming programs. Not any revolutionary insights in this, but Scandinavian media has been lagging behind on the blog front, and Danish TV2 has sensibly started using blogs to support the main medium (TV) and involve the audience more in what they are doing... That said, there are of course so many ways to do this the right or wrong way, as the debate on newspaper and TV blogs clearly shows...