- Broadband and Broadcasters
Broadband and Broadcasters
Illustrate your essay with specific examples.
Are program makers being forced to change the way
they create and distribute content due to advances in technology
and increased demands by viewers?
New technology such as Digital Video Recorders and
broadband is greatly affecting how much control viewers have over
what, where, and when they watch material. This is having a great
impact on how advertisers reach viewers, no longer being able to
rely on the traditional 30-second ad spot that has become so
routine. As a result, traditional advertising models are
threatened, but this is leading to new and perhaps even more
effective ways for producers and advertisers to reach
Ultimately, advertisers will adapt, because they
have to, and the networks and other technology that brings content
to viewers will have every incentive to work with these advertisers
because there is much money at stake for them as well. It is really
a symbiotic relationship, at least while the viewing public, at
least for now, is unwilling to pay for each program they watch
directly. In fact, generations of viewers have become accustomed to
some form of advertisements as not only part of their viewing
experience, but part of a cultural connection that they might in
some ways ultimately resist being without. While there are many
changes for the future of the advertising industry, given all
factors involved, the general well-being of the industry seems
quite healthy and robust.
And finally, though new technology threatens
traditional forms of advertising, it is not inconceivable that a
new method might actually be more successful than the old. New
technology might actually enhance the advertising industry as much
as it has allowed consumers the ability to choose. The end of an
old model of advertising, whether it comes in the next few years or
next few decades, might actually be a good thing for the industry.
And as Pesce reminds us, it creates a whole new world of
opportunity for a whole new generation of producers and
advertisers. Change can be good.