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22/12/2011 by

Addressable TV: Re-evolution Of The Medium Television

One-way communication and TV ran the show for about 60 years. We welcome CMOs to the re-evolution of the medium Television. Will Addressable TV finally make TV the accountable marketing medium?

How will Addressable transform the medium TV?

TV will transform to more channels, more platforms (cable, ip, connected), more screens (pc, tablet smartphone), open distribution and VOD.

We also see non-linear players like Hulu, Netflix, Google, Apple and Disney entering the TV arena. And we’ll see Web TV, Social TV and Addressable TV.

Our study also includes Interactive Broadcasting, the revenue opportunities with T-Commerce and other disruptive forces that ROI driven CMOs should embrace.

TV R.I.P. or Not?

So is TV R.I.P? Definitely not. TV is still the global king in terms of media spending. However, in several mature digital markets, the Internet has become the emperor already. Here Internet tops TV in viewers, time spent and media spent.

Digital already disrupted many industries. And digital will certainly shake-up the linear thinkers and wake-up the medium television that has been sleeping for over 60 years.

CMOs and Media Buying firms will certainly embrace targeted audience buying.

Why non linear DNA is needed?

We fear for Broadcasters and Media Owners. It will take them years to change their non-linear DNA. They might be refusing to embrace the accountability, that will probably disrupt their existing business models.

Leading but linear trained format and production companies will encounter many difficulties to manage the new non-linear ideation. That is simply not part of their DNA.

And without an extreme sense of urgency, their learning processes could probably take another decade.

Will that time be offered by the powerful and extremely profitable internet companies that will enter this arena?

Guess again!

My Opinion?
Larry, Mark and the rest of the SF gang are known for their hunger for the TV Dollars.

They have already passed the tipping point of world domination and they will not be shy to demolish TV and Media companies bottom-up.

Big-data and addressable TV will fuel the new, platinum age of television.

But some broadcasters will have to step up their game full throttle. If they don’t, media companies masquerading as technology companies will eat their lunch. And dinner too.

All other media types will survive, but most will be smaller players in the post-digital revolution era.

What About You?
What are your ideas about the future of the medium TV? We would love to hear your opinion in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is freejack consultant and still a sought after keynote speaker.


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