With the decline of newspapers and radio, Rishad Tobaccowala, CEO of Publicis' consultancy Denuo, thinks TV could be the only mass medium left in a few years. Tobaccowala also serves as chief
innovation officer at Publicis, which handles about $45 billion in annual media spending globally.
"For an advertiser, there is no better way of reaching 25% of the market" than
using TV, he says. "It has actually become far more expensive to buy advertising on Google than on network television." He believes TV's main strength is that it's local, and TV stations should
participate in local events and help local people get famous.
Networks and stations also have to recognize that they're in the video information and entertainment-delivery business, he says. "Broadcasters have the natural experience and production assets associated with creating online video."