Television Everywhere

TELEVISION EVERYWHERE
[SOURCE: Broadcasting&Cable, AUTHOR: Allison Romano]
At a time when TV networks and advertisers alike are desperate to increase -- or at least maintain -- market share, reaching viewers in new places has never been more urgent. At home, audiences are distracted by the Internet, video-on-demand and DVRs, but in certain public spots -- airports, elevators, gas stations -- the audience is quite captive. Some of the last vestiges of TV-free space are vanishing as marketers recognize the value of the consumer’s inability to turn away or tune out. Technology has made it easier and more affordable to reach audiences on the go, with cheaper flat-panel TVs hitting the market and wireless networks enabling networks to update frequently and localize content down to a ZIP code. And, as viewers themselves become more accustomed to watching TV on portable devices, such offerings are accepted as welcome distractions from the monotony of food shopping or pumping gas. These “out-of-home networks,” or “place-based media,” work efficiently because of the absence of competing messages and the accessibility of viewers. CBS calls such placements the “outernet.”
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