“For me, as an observer, the broadcasting industry is one that’s in huge transition where the choices facing marketers continue to expand. It is so totally different from decades ago when the only choice marketers had was a basic channel or two. There are now so many routes to create content, and see it displayed. These are the core prob- lems that established broadcasters have to face. You are seeing much more
experimentation between broadcasters and their advertising clients in an attempt to reach the maximum number of eyeballs. Indeed, we firmly tell our clients and partners to keep an open mind to the problems. However, we are also seeing many examples where broadcasters are conducting really exciting experiments, in interactivity, as well as on second and third screens. The reality is that audiences have some very different choices to make in order to get their entertainment, or news, or consumer purchases. The other side of the coin is that marketing plans are becoming much more diverse.
As new technologies emerge in any industry you see a high degree of innovation, and new models evolve. We would encourage that innovation so that the viewing experience gets better, the content displayed gets better and