Diane Mermigas writes:
The murky future of television broadcasters, whose media platform is the most challenged by surging digital broadband technology, is gaining some peculiar clarity from a variety of major industry players seeking to redefine the value of their own TV station-related investments. ¶ Even so, television broadcasters will not realize enough reliable revenue from new places until they take command of their interactive destiny -- and even then, they face formidable issues and challenges. ...¶... But, as broadcast networks continue to diffuse more of their primetime programming into downloads, Internet streams, DVDs and the like, the value proposition of cable, satellite or telephone companies paying to transmit those same broadcast signals will become pitifully weak for stations. ¶ With advertisers already shifting as much as 20% of their spending to new media including the Internet, and as much as two-thirds of incremental revenue growth of conventional advertising shifting online even though Internet video unit costs are two to three times higher than conventional broadcast, TV stations face an uphill battle even selling commercial time. ...
Link: Hollywood Reporter.
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