TV advertising will grow, but who will eat the cake?

Senaka Balasuriya writes:

According to the USA Today, a recent report published by PWC is forecasting that traditional TV advertising sales will grow 4.5% a year to $46.3 billion in 2011. When you consider product placement revenue and fees that cable, satellite and phone services pay to carry a channel, network TV revenues could grow of 6.5% a year to $85.4 billion in 2011. ...

... So what’s going increase TV viewing? The Internet is becoming a bigger source of videos, but the following will increase TV viewership and even shift Internet Video viewing from the Computer to the TV screen.

1. HDTV – With the high resolution and quality of HDTV, users will not just watch more TV, but also will shift to using the HDTV for watching Internet Video as well. PWC predicts that nearly 59% of homes will have HDTVs in 2011, up from 12.7% at the end of 2006. HDTV uptake will be propped up by falling prices and the FCC mandate to transmit all TV programs in high-def by 2009.
2. DVR - DVR growth is expected to rise to 39% in 2011, up from 11.8% in 2006. With Slingbox and other DVRs, people have already started to record and watch TV, albeit with time-shifting or place-shifting (e.g. watch on mobile).
3. Integration of Internet and TV and the Separation of the Set top Box – With Joost and Apple TV coming to a TV near you, the Internet Videos will be conveniently available on the TV. ...

Link:  Technology Untangled.