The role of broadcast in the media mix of 2003

The author considers the future of network broadcast TV in the U.S. from the perspective of the media planner/buyer.

The Role of Broadcast in the Media Mix of 2003

O. Andrew JungKellogg's

Emerging technologies – Is the future now?

Emerging technologies are not going away, despite Jamie Kellner's efforts and many people's hopes. Video-on-demand capabilities are currently in 10 million homes with projections suggesting it will reach 20 million homes by the end of this year. Personal video recorders are in 1.5 million homes and set-top boxes are flying off the shelves. The buzz is deafening; consumers finally understand.

Digital television is currently in 40 to 45 million homes, which represents a combination of both digital cable and...

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