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Information Technology News The end of television as we know it?
Information Technology News The end of television as we know it? | The end of television as we know it? |
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| by Stuart Corner | |
| Friday, 31 August 2007 | |
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"Generation Y is less interested in television than any generation before it. TV has been relegated a 'background' entertainment medium while they surf the Net, instant message, text or play online games," IBM concluded. "Consumers are seeking consolidated, trustworthy content, recognition and community when it comes to mobile and Internet entertainment. Armed with PC, mobile and interactive content and tools, consumers are vying for control of attention, content and creativity. Despite natural lags among marketers, advertising revenues will follow consumers' habits." To effectively respond to this power shift, IBM sees advertising agencies going beyond traditional creative roles to become brokers of consumer insights; cable companies evolving to home media portals; and broadcasters and publishers racing toward new media formats. Marketers in turn are being forced to experiment and make advertising more compelling, or risk being ignored, IBM says. |
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