Brand Promotion in the Post-Tivo Age
There are some very big companies that aren't totally thrilled with the rapid emergence of "the customized digital media experience". And no, I'm not talking about just the RIAA and MPAA.
The New York Times published an article about the problem this weekend. And CNET News covered the topic from a different angle last November.
The problem is this: along with the ubiquity of digital media comes the easy ability for people to skip commercials on live broadcasts and/or grab commercial-free copies of their favorite shows soon after they air. Although this makes for a more pleasant end-user viewing experience, it throws the whole economy of show-production on its ear.
In addition to cutting off the advertising revenue used to fund production, it also cuts off the traditional ways to promote brands to the critically-important 11-25 year-old demographic.
For some ideas on how brand promotion will evolve, click here.
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