TV - The Next Generation (SM) [or TV - TNG (SM)] is a consulting, publishing & information services business. Television or TV as we once knew it is rapidly transforming into a very different thing, which I like to refer to as T/V (Television/Video). T/V of today is delivered interactively on all kinds of devices besides traditional television sets. Advertising has always paid for or subsidized the costs of TV and Radio programming, but the role of advertising in reducing costs is quite different in an "on-demand" age where media consumers can easily bypass ads. There’s a lot of confusion in the Media and Advertising world around what the next right business model should be. The goal of TV - The Next Generation (SM) is to encourage, assist and co-create this new model. The approach brings a special focus on how multi-platform, interactive, ad-supported T/V consumers think, feel, behave and want to behave around advertising as new technologies arrive daily on their many digital devices. The whole effort is led by media veteran John R. Osborn.
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By identifying, organizing & providing clear, objective knowledge of the wants, needs & behaviors of consumers and advertisers via:
It's all about the TV Consumer
Today there is a shortfall in the sharing of research and information reflecting the point of view of multi-platform, interactive, ad-supported T/V (Television/Video) consumers. Why? Because Consumers have so little "skin in the game", no accessible forum where their preferences, wants and needs are articulated. Industry decision makers often end up lacking this vital decision making piece.
A recent MIT Technology Review article by Robert D. Hof (January, 2011) points out that "television is run by executives who are loath to change lucrative business models built over decades." This has played a role in sustaining the decades old "cat and mouse" game, a game that is just not working, especially for advertisers.