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The iTunes Moment for Television
by Andrew McCaskey
Television, As We Know It
Andrew Baron is the Founder of Rocketboom, and he says that, contrary to the opinion voiced over the weekend by a Microsoft exec, television, as we know it has a good deal of kick left in it. Plus, the momentum from hundreds of millions of dollars in projects that are funded well over the next two years.
“The industry has about two to three years to adapt or face its iTunes moment,†said Highfield, the managing director of consumer and online at Microsoft UK, at the MediaGuardian Edinburgh International Television Festival. “And it will take at least that long for media brands to build credible, truly digital brands.â€
Traditional media owners must make the move, “The traditional television business has to aggressively move its content online, build a critical mass of content that the traditional buyers of airtime will understand and buy into,†he added. “They want to see TV-like reach and impact.â€
I think Andrew’s on the wrong side of this one. His argument is the sunk cost of productions already underway have the next two years spoken for. I’d be afraid that means that in two years the industry would be all dressed up and no place to go. Or at least a lot fewer to go with.
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