The changing media landscape

THE CHANGING MEDIA LANDSCAPE
[SOURCE: San Francisco Chronicle, AUTHOR: Susan D. Whiting, Nielsen Media Research]
[Commentary] Conventional wisdom these days has it that television is dying. Like most conventional wisdom, it's dead wrong. The fact is people will continue to watch more television in the future, not less. But they will do it in new and different ways. What makes this possible is the ability to convert all forms of information into myriad streams of ones and zeroes. Add to this a new generation of consumers who have grown up almost entirely digital. They move effortlessly from one device to another, more so than many of the companies that are trying to reach them. The challenge then, for those who do want to reach them, will be to determine which platforms will be most appropriate for any given person, place or time. Thus, content producers and distributors, advertisers and their agencies will continually have to adjust their business strategies amid changes in television use and consumer expectations. But the opportunity to target specific audiences and truly engage them will be unprecedented.
http://www.sfgate.com/cgi-bin/article.cgi?file=/c/a/2007/10/04/EDBJSI2J4...