Diane Mermigas writes:
... traditional media players eventually will find a way to retain the more than $60 billion advertisers spend annually on television by leveraging their branded networks not only across many new interactive media platforms but through a new interactive television-connected media hub that Apple, Microsoft and others plan to carve out of the average American living room beginning this year. ΒΆ While the continuation of the upfront ritual is assured until there is a well-constructed business model to replace it -- which most likely will take years -- the logic behind the value proposition, metric and create bets on which it is based have never appeared more suspect given the kinds of innovative and constructive advertising and consumer measurement practices emerging on the Internet and various interactive media platforms. ...
Link: Hollywood Reporter.
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