TV Need Not Be Broadcast published a great article this week on the future on TV. The last couple of paragraphs are a great rallying call and should be noted by all involved in any business related to TV. My only minor point would be that the use of the word TV is used a bit excessively – I would have perhaps considered using ‘video’ as a more appropriate term in places (which is of course, what people actually watch)…

Anyway (the whole article is well worth a read):

“All the old definitions of TV are in shambles. Television need not be broadcast. It needn’t be produced by studios and networks. It no longer depends on big numbers and blockbusters. It doesn’t have to fit 30- and 60-minute moulds. It isn’t scheduled. It isn’t mass. The limits of television – of distribution, of tools, of economics, of scarcity – are gone. So now, at last, we can ask not what TV is, but what it can be.

I envision TV that is interactive when it wants to be. I imagine TV that is live, with news from the scene thanks to a hundred video camera-phones. I look forward to the day when I can watch not what Hollywood recommends, but what my friends endorse. I am dying to see the advertising industry figure out that mass media were inefficient and ineffective ; when they start supporting the new TV with their money, huge things will happen. Television has already exploded. So now let’s build the new TV.”


2 Responses to “TV Need Not Be Broadcast”

  1. greg Says:

    Doug, very interesting article. With the huge rise in popularity of video sharing sites and leaps forward in broadband streaming, I feel this is a growth area that is likely to take off in the next 6-12 months.

    With the change will come a major challenge to the current ad funded revenue model currently used in commercial television. Have a look at for some ideas of how the model might work. Could product placement and ad funded programming provide the necessary commercial backing to fuel a deregulated online network?

    As we have seen recently with partnership between YouTube and Warner music, sourcing the right content that can be tailored to certain audiences will be key.

    It will be interesting to see the next online super brand to emerge and dominate this new sector!

  2. Doug Says:

    Hi Greg,

    Nice response 🙂

    Just a thought, but could the next online super brand be a current offline media brand, who finally (properly) wakes up the to challenges that face and does something decent about it…?

    ITV, perhaps?

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