Magazine article Marketing

Opinion: Marketing Society - TV's Future Is Online

Magazine article Marketing

Opinion: Marketing Society - TV's Future Is Online

Article excerpt

The success story of the past two years has been the phenomenal growth of internet business and marketing. Last year, pounds 1bn was spent on online advertising, reflecting the shift of retail spending from the high street to the web.

But with three-quarters of home internet users now using broadband, the stage is set for a step-change as to how the internet is regarded. Its move from an information to an entertainment medium will transform the way people use both the internet and television.

Over the next few years, Iptv (TV delivered online) will revolutionise television, as it will allow viewers to switch from broadcast programmes to ones delivered on-demand.

Several services have already launched this year, establishing the foundations for such a change. Channel 4, the BBC and Sky are all delivering programmes online. Sky's service offers movies and sport, while the BBC screens news and comedies. The market is hotting up, as Google, Yahoo! and MSN join the fray.

It isn't just geek technology. A range of new devices, from video iPods to wi-fi TVs, are starting to make TV over the internet a proposition for mass-market consumers.

As iTunes approaches the sale of its billionth music download, the potential for video is becoming clear - and the fight is on for who will control distribution. …

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