Web Strategy Micksup

dead tv

Originally uploaded by willsfca

It’s true. The advertising woes are over!

I went to a Slattery Debate the other night and heard the big media digital guys of Australia (Ten, Nine and PBL) talk about how Internet TV and mobile is going to save their drooping ad sales.

Yeah, maybe.

But….

The reality is that both iTV and mobile is going to be user controlled and open, not ‘channel’ based and media company controlled. (Providing net neutrality is maintained).

Mobile isn’t going to be app based, and it’s certainly not going to be controlled by the access provider or the handset manufacturer anymore than Internet is controlled by the ISP and PC manufacturer. It’s going to be browser based and wide open.

iTV is the same. I got onto the net via my Nintendo Wii and I wanted to break down the walled garden and get out. It was exciting to be on, but I’ve seen AOL and I know why it’s short lived. I want to watch YouTube and I want to search. Yes, I’ll go to the big guys, but only if they give me the good stuff. You are going to have to really earn it, not just limit me to a few free channels and some paid for cable channels.

On an open platform;
* Competition is more fragmented and fierce.
* Retention is harder.
* Advertising requires bigger numbers or stronger relationships.

What say you?

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