It reports that
The TV advertising market could collapse by 2020, according to research commissioned by media regulator Ofcom. The study found that the value of conventional TV ads could fall from £3.16bn in 2007 to just £520m in 12 years' time - a drop of 83 per cent - if some of the most dramatic predictions about the growth of the internet become a reality.
One phrase that we may have to become familiar with is "'radical fragmentation".It is the worst case scenario where the
value of conventional or 'linear' TV advertising - that is, adverts broadcast in the run of scheduled programming - fall far faster than has previously been predicted, with catastrophic consequences for programming and jobs.
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