TV revolution needs to have sound ad planning at its heart

Nigel Walley

Last year proved to be the most dynamic one in television distribution for a decade. New TV platforms were launched almost on a monthly basis and new technologies for enabling viewers to control what, when and how they watch continued to arrive in the market.

On one hand, TV has broken out from the screen in the corner of the lounge and onto web and mobile, while on the other the humble TV set (or at least the set top box) is transforming into a highly intelligent, networked computer, without many of us realising it. For media planners, a world of infinite complexity is arriving.

The basic premise behind all this innovation is that consumers still want great telly, but increasingly want to control how and where they get it. As a result, the number of functions by which they can get that great telly on to the screen, irrespective of what the screen is connected to, have multiplied.