The Long Pole in the TV Everywhere Tent

With contracts that can last 10 years, the TV Ecosystem change fast enough to keep up with consumer’s changing habits or the pace of innovation set by technology.  Laura Martin of Needham and Company explains her concerns and discusses some of the questions she is asking in the face of an anemic recovery; one where consumer spending may take a while to recover.

She points out that the new technologies may spur a new ecosystem; one that is different from traditional television advertising which uses the Nielsen rating system as its currency .  This new approach will have elements of personalization and e-commerce.  In its most extreme form the TV and its companion screens become retail extensions of an advertiser, allowing one-on-one relationships with customers and point-of-sale capabilities in the living room, or with the companion screen, anywhere the consumer is.