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Monday, September 27, 2004During a session at yesterday's Forecast 2005 entitled "Disruptive Technologies," a group of panelists debated the impact of various technologies such as DVRs and targeting software on the media business.The resolve presented to the group was: "Emerging technologies will completely break down the last vestiges of mass media and mass marketing." Panelists were not completely sold on this notion, but they universally agreed that the TV business in particular was set to undergo tremendous change.The topic of "addressability" in TV advertising--the continually buzzed-about concept of individually tailoring advertising messages to viewers--was top of mind.Addressability turns a mass model to a targetable model felt an expert.DVRs, like the popular TiVo, were also discussed at length, their continued adoption has the potential to dramatically alter the role of the 30-second spot.Beyond TV, the group offered predictions on other technological advances that are likely to affect the media business significantly, including wireless applications and home networking.
|Sadagopan's Weblog on Emerging Technologies, Trends,Thoughts, Ideas & Cyberworld