TV or not TV? That is no longer Madison Avenue’s question

Joe Mandese

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 rethink the role, nature and importance of 'video'.

TV or not TV? That is no longer Madison Avenue's question

Joe Mandese

Its happening. The internet is becoming television. Okay, some might argue TV is becoming the internet, but the fact is those two media are coming together and evolving into something else. Call it video. Some big marketers and agencies, in fact, are doing just that. Big TV shops such as MediaVest, OMD and Starcom are dropping the word television from their buying groups and replacing it with the word video. Financial services marketer American Express now calls it 'rolling video stock'. The reason: TV isn't just TV...

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