Digital Transition: Is The Industry Ready?
[Commentary] At the dawn of a new interactive age in which empowered consumers are reliably connected through nearly every electronic device but their TV sets, America's mass-media pastime is barely keeping up. Digital TV -- intended to open the door on interactive commerce and content -- is a transition in name only. The reality is that the majority of TV households will not have armchair interactive digital capabilities for some time. That means broadcasters that could use supplementary funds to offset as much as a 9% ad revenue decline in 2009 will not get it. Once the conversion is complete, just transmitting the same old TV signals in digital will not make the underlying interactivity available, which eventually will be the foundation for an entirely new economic business model. To accomplish that mission, producers of content and advertising will need to begin thinking, planning and executing in digital interactivity -- a process that can take years.