The Change Mariner

Ballgame Over for Broadcast TV?

MediaWeek:
Speaking at the Measuring Media in the Future conference organised by the Institute of Practitioners in Advertising on Tuesday, Professor John Naughton said: "The ball game is over.

"We're moving from an economic system dominated by push media and moving to a completely different world which is a pull world - where consumers are empowered by digital technology and only get what they want."

Naughton was referring to the growing popularity of Personal Video.

Recorders, and predictions that in the next few years an increasing amount of media - including TV programmes - will be accessed and watched via the internet.

"This is a pull world, and if we want to thrive in it then we have to find a way of recognising that fundamental shift," he said.