“The TV industry has as little as two years to create viable digital businesses or face a version of the ‘iTunes moment’ that saw the music business cede the online future to Apple, according to Ashley Highfield,” Mark Sweney reports for The Guardian.
“Highfield, the the managing director of consumer and online at Microsoft UK, [while giving the Futureview address at the MediaGuardian Edinburgh International Television Festival on Staurday] said he believed the reluctance advertisers feel to advertise on sites such as Facebook will soon be a ‘non-issue,’ putting more pressure on broadcasters’ advertising revenues,” Sweney reports. Highfield said, “‘So realistically I think the industry has about two to three years to adapt or face its iTunes moment. And it will take at least that long for media brands to build credible, truly digital brands. But, importantly, I do believe TV does have a small two to three year window in which to respond.’”
Sweney reports, “To drive revenues from web video, media companies need to embrace controversial targeted advertising techniques, such as behavioural targeting based on users’ web viewing habits, with the ad inventory going into an auction-style model similar to the system Google operates, according to Highfield.”
[Attribution: Mashable. Thanks to MacDailyNews Reader "James W." for the heads up.]
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