TV dinosour defends their medium

TV viewers are not switching off for the internet, Guardian 22nd Nov 2007

http://www.guardian.co.uk/comment/story/0,,2214907,00.html

In this article, Tess Alps, CEO of Thinkbox (setup to defend the use of advertising on broadcast TV) argues that BARB and other self serving research organisations have proof that younger people aren't turning off their TVs to use the internet.

I am not sure we (as audience, as advertiser, as content provider) care......we will go where ever the audience goes.....perhaps only the dinosour TV broadcasters are too slow to adapt.

Analysis:
- Tess Alps quite rightly points out that TV and internet can co-exist, but missed the point that these are two different delivery platforms....and depending on that preference of the audience/viewer/customer both platforms are capable of supporting TV/video. The internet allows you to watch broadcast TV (simulcast or via a TV tuner) or watch it on demand (as per 4OD, YouTube, iTunes TV etc.)
- TV companies and their executives should be embracing the internet and should be creating new advertising opportunities across both platforms, not trying to stick to the one they know best.
- The BBC has shown it can get it executives to embrace the internet as well as TV. BBC3 being the best example, who have announced a proper 'platform' agnostic approach to delivering content to their audiences.
- Perhaps Tess Alps has released that the commercial TV companies' attempts at serving an on-line audience has been less than successful (ITV.com being the biggest disatster)......meaning they really do need to defend their TV audiences who watch them via their traditional TV sets. YouTube has a 60% market share of all video viewing on the internet! Perhaps YouTube has understood what the audience wants on-line!