Once upon a time, there was TV and there was social media, and both were very different places.

Not so much today. The borders between content and personality, broadcast and digital, stars and audiences have never been more fluid.

So what’s a producer or a publisher to do? Where do you start? Which content goes where?

Our panel reprises SXSW’s 2011 Social TV line-up —a group of producers of hit TV shows and top digital platforms — to share how they’re thinking about finding and engaging audiences across platforms to create new kinds of viewing experiences.