Forrester: TV’s future looks like the web
Cory Bergman August 27th, 2008
A new report from Forrester Research says that the future of television, something it calls “personal TV,” will be delivered on-demand in a web-like experience with targeted advertising based on location and behavior. This isn’t surprising at all, of course, but the question is how the networks, studios, local TV stations, cable & satellite providers, agencies, syndicators and technology companies are going to get there. And why is it taking so long? “Forrester spreads the blame across the TV landscape,” explains AdWeek. “Cable companies didn’t build-out video on-demand as an ad-supported platform, networks protected the lucrative status quo and agencies didn’t push for innovation.” Forrester pegs the transition date to “personal TV” sometime between 2012 and 2018. This ought to be interesting…
1 Comment Add your own
1. Gary | August 27th, 2008 at 5:39 pm
The report says that viewers will be willing to sit through non-skippable ads to receive free VOD. This is absurd! The popularity of the DVR is proof that viewers will pay to be able to skip ads. That is the future of tv.
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