July 9, 2008
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.