The end of television as we know it?

Stuart Corner
Friday, 31 August 2007 07:00

IT Industry - Market

IBM has completed a survey which it says shows that TV is no longer the dominant form of in-home entertainment but now shares top billing with the Internet.

IBM  surveyed 2400 consumer households around the world and says it found 19 percent of consumers spend six hours or more per day on personal Internet use compared to nine percent who viewed TV to the same degree, and that many use the two channels consecutively or simultaneously with other mass media. Sixty six percent reported viewing between one to four hours of TV per day, versus 60 percent who reported the same levels of personal Internet usage.

"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.