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The Future Of TV And Lessons From 1996

 

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.

Read the entire story here.

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