In advertising, time waits for no one.
The last significant change in television advertising occurred when the audience shifted from exclusively watching three big networks and began including hundreds of niche cable networks. If anything was learned it was this: billions of dollars can be lost to a medium that is not ready to do business.
Video on demand (VOD), digital video recorders (DVR/PVR), and internet television (ipTV) are the next mediums that consumers are embracing. Fueling these are the fact that all media is going digital and there is a growing number of people who have access to broadband. By 2006, these technologies will have an undeniable effect on the CPM's that advertisers will pay for traditional spot advertising. And if that were not enough, the entire idea of television could erode as people use peer-to-peer networks like BitTorrent to share copyrighted movies and TV shows.
VODscape is a information portal and consulting organization that is helping businesses ready themselves for this change. You are welcome to visit these pages anonymously if you wish. If you have news or information that should be included, please email it to us. Also, you can sign up to receive notifications of significant stories or analysis as they become known.
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