The transition from traditional television to web-based
programming seems to be gaining momentum. In a recent update, Deadline.com addressed findings from a survey of 50 AD buyers, which revealed that in 2013
the overall U.S. spending for advertising would grow almost 5% compared to
previous years. This is great news for television right? Well, it may not be as
simple as one may think.
While there is a possibility of growth in commercial
advertising, television may not benefit, since digital media will account for
about 33% of spending, which is 5% more than the previous year. The study,
conducted by Cowen & Co. also mentions that television consumption, has
remained static at twelve hours a week, while Internet consumption has grown
from six hours per week in 2004, to ten hours per week in 2010.
The spending will be targeted primarily at consumers that
use smartphones or tablets, which makes perfect sense to me since consumers are
now receiving a lot of their entertainment on their phones because of their demand
for immediate access and convenience.
The shift in spending is great news for advertisers because
they are now capable of targeting their desired market more directly, which
will then allow for more of a return on any investments made. Unfortunately this
bodes dangerous for television producers because this makes them less
profitable, which can eventually lead to a detrimental blow to the television
industry.
In order to succeed in television production, one must learn
to use the Internet and take advantage of everything within its capabilities.
Television must learn from the recording industry’s mistake. Attempting to
regulate or control the Internet may cause a backlash that may permanently
stain television thus sending it to a graveyard where all other forms of dead
technologies rest.
Finally, in addition to embracing the Web, cable companies
must find a way to provide better service to make the experience of paying for
cable feel more like a commodity than a burden.
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