Television: History, status, future

 

TV remains a uniquely effective and key medium for major advertisers, but the glory days seem to be well over. Terrestrial channels still account for 70% of TV viewing, though satellite has been stead ...

In this article, James Appleby, Broadcast Account Director at Mediaedge:cia, discusses the continued appeal of television advertising. Since the birth of broadcasting, the amount of TV viewed per day ...

This article (translated from the Japanese for WARC) discusses the major trends in Japanese television during 2007 and early 2008. It discusses how advertising expenditures have dipped below the bench ...

In this article, Tess Alps and David Brennan, of Thinkbox, discuss five prominent myths about television advertising and argue, based on extensive research, that they are wrong. These include the fact ...

Rob van den Dam, European Telecommunications Leader for the IBM Institute for Business Value, argues that the traditional TV advertising model (centrally scheduled programmes delivering real-time adve ...

Olivia Johnson, planning director at Hooper Galton, debags three popular myths of TV: no one watches it any more; it is too expensive; and TV advertising doesn't work like it used to. She then explain ...

Tess Alps, chief executive of Thinkbox (the central marketing body for commercial TV in the UK), unravels the reasons why despite 2006 being a great year for UK television, the headlines were relentle ...

In this introduction to Admap's special feature on television, Roderick White reviews the current state of the medium, and finds that it remains remarkably robust despite predictions of its demise. He ...

Guy Phillipson, chief executive of the Internet Advertising Bureau, explains the possibilities of IPTV (internet protocol Television) - being brought to the consumer via high-speed broadband connectio ...

Online is taking an ever-increasing share of adspend, and is increasingly dominating the thoughts of marketers. The internet has certain unique characteristics, and more and more people now have high ...

Television is increasingly becoming an 'on demand' medium. The benefits of this development for advertisers are discussed in this article. It argues that viewing can be measured more accurately; the n ...

Jeremy Pounder, media analyst in the Starcom Intelligence Unit, takes a realistic view of the future of mobile TV. He predicts that, with the relatively limited consumer interest (especially in a subs ...

Robert Thurner, commercial director at mobile agency Incentivised, describes the formats included under the mobile banner and their current practicality as communication channels. He then gives some U ...

Over the last few years a number of marketers have tried SMS push and pull advertising on mobile phones - but this is barely scratching the surface, says Russell Buckley, managing director of Admob Eu ...

Paul Nola, head of telecommunications, media and technology practice at kae:marketing intelligence, describes the vast range of marketing channels that the mobile phone/device can provide - and lists ...

In this introduction this Admap report on mobile marketing, Roderick White reflects on the most widely available piece of digital technology in the world - the mobile phone. He looks at global differe ...

Discusses trends in broadcast media. Take-up of emerging media (mobile, internet etc.) will be largely driven by perception of the clutter problem in TV. Interest in `engagement' and how media work to ...

Adele Gritten, director at Quaestor Research and Marketing Strategists Ltd, explores the imminent changes in TV technology and viewer behaviour, and their impact on the way we look at TV advertising, ...

Patrick Christian, founder and managing director of Packet Vision, describes the exciting world of Internet Protocol Television (IPTV), where TV programmes are delivered via broadband networks to stan ...

Joe Mandese ponders the convergence of TV and broadband internet communications in the US. As TV companies increasingly distribute programmes via the internet, advertising companies are having to reth ...

This article provides an overview of the communications environment, and adopts the metaphor of 'media ecology' to describe the inter-connectedness of media, and the way changes in the dominance of on ...

Adrian Coleman, founding partner of VCCP, discusses recent trends in communication techniques, and asks whether the new EU directive permitting TV programmes to charge for product placement will make ...

Although personal video recorders (PVRs, such as Sky+) are currently found in only 4% of UK homes, Nigel Foote, from Starcom Group, believes the way their users view TV has important implications for ...

Fifty years after the first commercially funded television broadcast, the article reminds us that the British advertising community were initially opposed it, fearing that it would fail and would dama ...

Argues that the US `upfront' system of television network media buying is not working well for advertisers. Summarises the history of how the present model developed and its current strengths and weak ...

What is convergence? Is it just having several properties across different platforms within the corporate family? Media General, owner of The Tampa Tribune, quickly realised that convergence meant mor ...

Commentators review the current status of various media in the United States. 1) Consumer magazines: succeeding by engaging with the ‘I-culture’ and getting closer to the individual desires of their r ...

Horst Stipp, senior vice president, primary and strategic research, at NBC Universal, discusses the two big issues of 2004, in US advertising circles. The first is product placement (or product integ ...

Advanced Television will end the 100 year master/slave relationship between the mass media and the audience. The media, the marketer, and the audience will all benefit from time shifting, addressabili ...

Jean-Paul Edwards, head of media futures at Manning Gootlieb OMD, describes four key trends that influence how new technologies are developing. Firstly consumers are increasingly choosing whether to ...