Within the business of television, there are areas that have been tremendously affected by the advancement in technology. If we break down the business in certain areas, we can study the impact and nature of the technological advancement in each of those. This will also make it easier to guage the impact of those advacements on our business. Areas that can be significantly categorised, for this purpose, include:

  • Production
  • Delivery
  • Reception

In addition to the above, there is an artisan or creative side of the TV business that stands to be affected by the technological advancement in each of the above areas. That is the area of “creation of content”. Over the years, though, this area has developed more “creatively” than it has “technologically”.  It will, however, be interesting to see how the new developments like YouTube are affecting the creation of content.

I will classify all my posts in the above sections for the ease of organising thoughts, and of course to make the blog easier to access and read.

You know how we all hear that TV is dead and that the 30 seconds spots do not work any more, and that we need more “engagement” and not interruption. Well, I am here to advocate that TV is not dying, that 30 seconds spots will still work, and the fact that any call to action advertising will always be interruptive in nature.

Not that I am not a believer in how technology is changing the way media is consumed by consumers, planned by planners, bought by buyers, and used by advertisers, and how its demand and supply is completely turned upside-down given the fragmented nature of digital media. Or even the fact that all of this has huge implications on how “pricing of media” works- for consumers as well as for advertisers.

Au contraire, I am a big believer in this, but I also think that these changes affect the consumption of media, but in the end, any content will always be either “printed word”, “audio, or spoken word or music” or “audio-visual” in form.  Hence, while everything changes, much of it remains the same. What we have to learn to do, though, is how are we going to handle these changes and use them to our advantage in brand communications.

In the upcoming posts, I will explore various technologies and developments that are re-shaping the delivery of the audio-visual content, or TV. I will also look at their potential implications on the business of brand communication and consumer contact.

Bookmark me, and come back to read more please.