• Broadcasting & Cable, Friday, January 27, 2006 11:15 AM

Citing a report by IBM Business Consulting Services--"The End of Television as We Know It"--Broadcasting & Cable says technology is rapidly dividing the TV audience into two distinct groups. One will be the traditional couch-potato crowd that sits back and views TV in the living room. The other will insist on "anytime, anywhere content through multiple channels." What this means for advertisers: overall advertising will increase, partly because DVRs "will increase content consumption." But DVRs will also "decrease demand for traditional spots, as will video-on-demand." The IBM survey suggests media executives take action to minimize disruption during this transition phase in the development of TV. For example, innovate pricing, windows, packaging, and distribution now. Another suggestion: Create "seamless content mobility" and "synchronization across devices without required user modification."

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