Welcome to the Era of TV 2.0

Digital video is already a 10 billion business the chart demonstrating that growth has been up and to the right since the inception of the medium about a decade agoamp160 The first 10 billion may have been a long slog to get to but the next 10 billion will only happen in the presence of major changes in the way media buyers approach their craftamp160 Along the way those shifts will tell us everything we need to know about the future of televisionWe can start with the premise that television the hardware the boxes on the wall as well as the software the system of creators and distributors amp8211 is going nowhereamp160 However the ecosystem is going to evolveamp160 We have already begun to spend more of our time consuming video on laptops and smartphones but the video we are consuming was not necessarily acquired and distributed by the same top five10 sources that dominated TV 10The whole system has been shaken up with creators and audiences coming closer together Creators can deliver straight to their audiences thatamp8217s what YouTube is after all and audiences are able to select just the content they want read cutting the cord on their termsamp160 Once skinny bundles started their ascent and they have media buyers really needed to take a hard look at the marketplaceWhile the first 10 billion milestone has already been gained we had not seen until now an instance where the buyers have said pointblank that a specific and large tranche of dollars was moving from broadcast to digitalamp160 For digital to truly grow to where it needs to those dollars can only come from two sources incremental funding and broadcast televisionamp160 This is that first big stepIt is important to note that 250 million is a just drop in the broadcast bucket It amounts to roughly threetenths of one percent of US broadcast spending this yearamp160 But itamp8217s worth mentioning that it takes guts for clients to commit to that shift because it goes against the old adage amp8220Nobody ever got fired for buying more TVamp8221amp160 These clients could very well get fired for shifting money out of TVBut they wonamp8217tamp160 Because they have made this decision informed by two pieces of knowledgeamp160 First digital channels are increasingly driving resultsamp160 Second the digital dam has been broken and every year that follows will be more digital centric than the one before itThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Welcome to the Era of TV 2.0

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Jordan Bitterman

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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Welcome to the Era of TV 2.0

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Jordan Bitterman

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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