Marketing
Internet TV -- Present and Future
The future of how will people watch television is far from clear. The rapid advancements in technology have provided an increased number of options for different kinds of program viewing. Customers now have the ability to view only the programs they want without having commercial interruptions. Although this can be effectively accomplished now with devices such as the digital video recorders (DRV), when internet derived programing becomes more ubiquitous this will act to further accelerate the consumers control over their media. Advertisers will have to evolve to be able to deliver a marketing message through this medium. Although there will continue to be opportunities for traditional advertising, such as the thirty second ad, it is likely that marketers will begin to further integrate their messages into the content of the program even further through product placement.
Internet TV Overview
The combination of the internet and television is a revolutionary force that will redesign the entire industry. No longer will consumers be tethered to broadcasting schedules or be subjected to unwanted program interruptions. Although the technology is continuously developing, many new televisions currently on the shelves of mass retailers are already equipped with internet functionality. Google TV for example allows users to access over one hundred thousand movies and a variety of television shows on demand with almost instant viewing (Google TV, 2012). The hardware is available either built in to the television itself, or as a separate component that can easily be added to older televisions.
Figure 1 - Google TV (Google TV, 2012)
Furthermore, the platform is fully expandable. For instance users can easily add programs such as Pandora or Netflix that offer content through subscription. Many other programs that offer free content have found...
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