A number of television stations including the BBC, ITV and Channel 4 have set up ‘Project Canvas’ to discuss Internet TV. The service will allow consumers to access on demand TV by using set top boxes.
This will allow consumers to get TV without having to subscribe to more costly solutions such as Sky or Top Up TV. On demand TV is definitely where the future of television is, with many already ‘recording’ their favourite TV programmes through Freeview and Sky + and watching them at their leisure. This movement is just an extension of that, enabling people to choose when they watch TV.
The impact this will have to TV advertising is going to be interesting, as many are able to fast forward through adverts now or choose to use this time to make a cuppa, the future of traditional TV advertising hangs in the balance.
Advertisers are going to have to look at new ways to get their marketing messages across, we already know that many are boycotting more traditional forms of advertising in preference to the digital world, this step will further shake up many companies marketing efforts.
The benefits to the consumer are enormous, I mean, who wouldn’t prefer to watch their favourite programmes when it suits them. Personally, I often record programmes just so that I don’t have to sit through the adverts and I’m sure I’m not the only one. There is talk of increasing sponsorship of TV programmes and although this has become more popular, they will have to be cleverer with regards to when they display the sponsorship messages as often they are just before and after an advert break.
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