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The Future Of TV And Lessons From 1996 28 July 2015

 

If you’re in the TV business, you’re painfully aware of how quickly things are changing. Less than a decade ago, TV was its own self-contained ecosystem with predictably stable audiences and a relatively clear-cut blueprint for delivering advertiser value.

Digital and mobile video, streaming video on demand, video on demand and time shifting have encroached on what was once a foundation upon which brands were built. Things could get even more complicated in the next couple of years.

Many in the industry talk a lot about “convergence,” where the monetization of TV and online video on demand audiences are transacted within the same platform, with equitable rates and a singular currency to benchmark achieved value. While speculation on TV’s future occasionally borders on hyperbole, this transformation is very similar to change the telecommunications industry went through two decades ago.

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