The end of TV?
Many discussions about the future of tv, due to recent happenings in the tvmedia landscape:
- Heineken announced to stop all tv advertising because other media showed to be more effectiveNew interactive concepts proof to get message better across, thanks to broadband (adsl & cable) & better customer contact. These videocasts of the ceo of wpp (Sorell) & Gill Gates (microsoft) provide good insights in new thinkingCoca-cola, procter, unilever, volvo announcing to shift tv advertising budgets shifting more and more to online & idtv mediaAll agencies are starting interactive cells, now even in Belgium: hypervision, these days, mortierbrigade, and some other like Jo CaudronOnline companies soaring in growth [google, yahoo, ebay]And so on, and so on …
My opinion ?
Old tv is not dead. It’ll probably keep on decreasing 15-25% every year, prices will drop every year. acceptance & reaction of decline to e-build diversified new media is key. why ? Generally, I'm not a believer in above the line media. 30 seconds is not enough to tell a story anymore, because stories look alike too much. You need more & different to get your soulstory communicated. Read Seth Godin’s new book in that respect. Everyone is looking for ways to tell, show, fell their story.
“He who harvests the past will loose his options for the future …”