The eyes change, but the downstream view doesn’t.

The eyes change, but the downstream view doesn’t.
BusinessWeek’s Ronald Glover gives us his take on the future of TV, and it’s more of the same.

Now, TV — network and cable — has new and potentially greater competitor in DVDs, computer games, and the Internet. All you have to do is check with your teenager — as I have done — to figure out she doesn’t know NBC from MTV, or CBS from a Friends DVD. The networks are going to have trouble down the road if they don’t figure out a way to get the viewers of the future back from their game players, PCs, and DVD machines.

In the next few years, an even bigger distraction is coming in the guise of the digital video recorder (DVR) — the time-shifting, ad-zapping machine that will allow folks to retrieve programs from last night, last month, or just about anywhere in the TV universe. Satellite and cable companies, in a fierce battle to win subscribers, will soon be all but giving DVRs away.

TV has always been the industry of easy answers and quick fixes. A new celebrity here. A new breakthrough hit there. I’m afraid, however, there are no easy answers this time around.

(Source: I Want Media)

Comments

  1. Joe Belotte says

    Returning to the old way could very well be the very best way for advertisers.

    To Ronald Glover, et al:

    There is one method of advertising on TV that viewers _cannot_ skip. In fact, the advertiser remains in their mind continuously.

    It’s the old way.

    Watching Milton Berle one was fully aware that the show was being brought to him through the courtesy of Texaco.

    Watching Bewitched one was fully aware that the show was being brought to him through the courtesy of Chevrolet.

    There was no way to turn that off. Throughout the entire show you knew that Texaco was your friend, providing this wonderful entertainment.

    One sponsor, one show. It’s zap-proof!

    Need I say more?

    Joe

Speak Your Mind

*

This site uses Akismet to reduce spam. Learn how your comment data is processed.