The best way to reach audiences of TV shows like "Mad Men" and "Orange is the New Black" is through online channels and mobile applications, according to Lionsgate CEO Jon Feltheimer. "If you narrow focus and look at a fragmented audience, that's the way to reach audiences we want to reach and monetize content in a more effective way," Feltheimer said, noting that Lionsgate now devotes at least 25% of its marketing budget to digital.

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