TELECOM Digest OnLine - Sorted: The New Laws of Television

The New Laws of Television

Monty Solomon (
Sat, 21 May 2005 23:22:54 -0400

Piracy is Good?
The New Laws of Television

by Mark Pesce

There are two principle components of the new value chain of
television hyperdistribution: the producer and the advertiser. An
advertising agency is likely acting as an intermediary between these
two, connecting producers to advertisers, working out the demographic
appeal of particular programs, and selling ad payload into those
programs; this is a role they already fulfill -- although at present
they work with the broadcast networks rather than the producers.
There is no role for a broadcaster in this value chain; the audience
has abandoned the broadcaster in favor of a direct relationship with
the program provider. That said, the broadcasters are uniquely
qualified to transform themselves into highly specialized advertising
agencies, connecting advertisers to producers; this is something they
already excel at.

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