Adapting to Change: Internet-to-TV Strategies for Brands

Online, April 21, 2010 (Newswire.com) - Adapting to Change: Internet-to-TV Strategies for Brands 2010, is a far reaching report designed to comprehensively provide CEO's and marketers with global insights into the rapidly changing media landscape brought on by the unprecedented acceleration of technology convergence and media fragmentation in today's market.

The report specifically examines the forecast conditions and impact on the television advertising business model for media agencies, buyers, planners both upstream and downstream the media value chain and the opportunities and threats now posed to broadcasters and content producers of terrestrial television by IPTV, social media and over-the-top video networks on the traditional advertiser-supported business models of free-to-air TV, cable, Pay-TV and satellite operators and provides marketers with turnkey business solutions on monetization through the use of brand content on-demand channels and TV Widgets.

According to the report, Internet-enabled television and IPTV is rapidly shifting audiences away from linear appointment television to the non-linear experience of viewing television on-demand.

"This means that the traditional television advertiser supported business model of sponsored commercial breaks is likely to disappear over time, due to a lack of inventory applied against fixed carriage programming".

The implications of TV browsing for companies will be far-reaching and the effects will be felt industry-wide, said InShot CEO James Grant Hay.

The report concludes that television advertising will instead enter an age of "immersion", dominated by TV Widgets, Social TV applications, branded channels on-demand, digital product placement, served by targeted advertising and t-commerce home shopping in movies, video games and television programs.