Originally featured on BroadcastEngineering.com
New technologies give advertisers, consumers new opportunities

Established industries typically regard new technologies as threats. Think of broadcast TV and cable in the 1960s or VCRs in the 1970s. In the same way, many cable and broadcast operators today see new IP channels for video and TV as, at best, cannibals.

A better way is viewing advances as opportunities to get more content to more consumers and do so on their terms.

In the past, products were defined by the technology they were built on, either cable or broadcast, explained Albert Cheng, VP of digital media at Disney-ABC, in his Industry Perspective talk at VON. Today's model is a multiplatform ecosystem that connects fans to their shows – on a TV, PC, phone or MP3 player.

For example, ABC makes all of its shows available at abc.com, ABC Mobile, iTunes and On Demand within 12 hours of broadcast. Instead of cannibalizing its audience, ABC found that more than 50 percent of the audience consisted of people who had missed the show.

Another benefit is for advertisers who can now interact with viewers by offering demos or coupons. "It was clear that consumers respond very positively to ads that were highly interactive and highly relevant," Cheng said. "You can't do that on broadcast."

Post New Comment
If you are already a member, or would like to receive email alerts as new comments are
made, please login or register.

Enter the code shown above:

(Note: If you cannot read the numbers in the above
image, reload the page to generate a new one.)

No Comments Found

Wednesday 9:02AM
Analysts: TV Regs 'Not as Dire as We Thought'
We feel the negatives are known and are a lot more comfortable recommending the space.

Featured Articles
Discover TV Technology