Four Giant
Leaps to Ubiquitous TV Viewing
1) The ruling that enables a centralized
DVR system for cable providers is a giant leap toward “ubiquitous viewing.”
2) TV everywhere, allowing viewers the opportunity to use a password to
access cable over the internet is an even bigger second leap and prototypes and
tests are in the works for this fall.
3) Smart phones, which will soon
surpass computers as the number one way US consumers access the web, as cell
phones outnumber computers 3 to 1 and smart phone penetration is in the double
digits and accelerating, is the third.
4) Unleashing the 700Mhz
spectrum, vacated by TV’s migration to digital, or another higher speed, broad
reach frequency that’s always on and available virtually everywhere is the
fourth.
Once we clear those four hurdles which are all ready in progress,
it's going to be difficult for cable to survive. That's because entertainment
companies will be able to directly reach and generate revenue from every viewer
of their content.
When content is everywhere, always on, when the viewer
wants it, advertising will migrate to location-based messaging that is intuitive
and user-smart. Products like Klickable that already exist, will allow viewers
to click on items they see in the video, without disrupting, for further
information and links to purchase. That technology married with another existing
platform like Deal Chime, that delivers digital coupons and messages to any
device, will become a dominate and measurable advertising medium.
If
Cable sits out the opportunity to own a leadership role in this new format of
advertising, there won't be room for them at the table down the road. That’s
because the viewer and the entertainment companies will be enabled and have a
financial incentive to circumvent cable operators.
Counter Height Tables says:
Diolch i chi am swydd dda ddiolch ‘ch iawn lawer
March 5, 2010 @ 5:45 am