Better living through efficient advertising?

On the surface, this claim is absurd! However, the people at VODscape believe it. And in a round-about way, so do the companies we consult to. Why? Because we know that people have a nasty habit of getting what they want. And what they want is best is embodied in the concept of "Personal TV". That means television delivered to them on their schedule and at their convenience. If we want to sound more technical about it:
non-linearly.

The concept of Personal TV was unthinkable a few years ago.
But today, technology has altered the balance of power and the reason that television viewers will get it is because there will always be companies that seek to gain new market share by providing it. Since this pits companies like Microsoft, SBC, Comcast, TiVo, Disney, and a multitude of others into the fray, you can count on a steady stream of innovation and consumer trials.

Presently, the idea of personal TV is found in the consumer technologies of Digital Video Recorders (DVR/PVR) and Video On Demand (VOD) and sometimes delivered right over the Internet direct to the television (ipTV). These technologies exist and are slowly gaining traction. What is missing is the business side of the equation.

And here is where it gets particularly interesting (or ugly if you prefer). There is another truism in television: free TV is not really free - it is ad supported.

VODscape is an information portal and consulting company that focuses on the business side of the new media and advertising industries. We have no specific software application to push or piece of hardware to sell. Neither do we make any of the creative that airs in the television programs. Instead, we are a network of experienced professionals who understand that advertising must inevitably seek out the new technologies that are delivering television content. The reason is simple - in the United States alone in 2004, more than $55 Billion in advertising dollars flowed into television to support all aspects of the business. This includes supporting what viewers covet most -- content! And if this revenue stream is disrupted without replacement, all portions of the television industry begin tol breakdown; including the creation of new programs for the audience to view.

So a resounding YES! Better living through efficient advertising!