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Viewing report
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US Digital TV Think Outside the Box
eMarketer, Sep 2005, Pages: 20
Can you hear the theme music? We are entering TV's 'Twilight Zone,' where families will no longer huddle together around a glowing box in the living room during 'prime time,' where programming will be 24/7, portable, on-demand and limitless, where everything is about to change.
We live in a parallel universe where the PC/Internet world is separate from the TV/broadcast world, but their future is inexorably intertwined. All movies and all music will eventually be distributed via the Internet. The CD, CD player, DVD and DVD player all have a use-by date on them. TV broadcasting and its associated business models have not changed significantly over the last 50 years, but digital technology will ensure that TV over the next 50 years will undergo a massive change, the form of which will be governed by the consumer.
Look into the future of television — electronics, communication, entertainment, sports, news, information and advertising — of almost everything, read the new US Digital TV report.
People watch TV via a box only because a compelling alternative has yet to be presented to them. Consumers bought vinyl records until CDs came along, but, as is abundantly apparent, iTunes and iPods have given music consumers a compelling alternative to the CD.
The challenge for traditional media and advertising companies is to ensure the form and structure of their companies is not wedded to the functions and consumer behaviors of the past. It would be perilous to assume that TV norms such as 'prime time,' the 30-second ad break, passive TV and linear entertainment will remain the same.
Key questions the 'US Digital TV' report addresses:
- Are DVRs set to go mainstream?
- Why is VOD not proving to be the cash cow it was expected to be?
- Will advertisers shift their spending online as DVR users skip more TV advertising?
- What are the prospects for Telco TV?
- How is broadband affecting the TV market?
- And much more…
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