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Broadband TelevisionA new study proves broadband television is lucrative.Broadband television attracts a young, affluent audience. Exactly who advertisers want.
Nielsen Analytics recently released a new study called “Whatever, Whenever, Wherever: How Broadband is Redefining the Economics of Television,” by Larry Gerbrandt in partnership with Scarborough Research. Among the findings are that broadband video extends the reach of traditional television. This is really not news, but I expect it makes network and programming executives happy, not to mention those working in new media. It works like this: people watch clips or entire episodes of TV shows and that makes them more likely to visit the mother ship, not less, which is what originally had executives worried. The study also says that television programmers and advertisers are finally taking advantage of new and more lucrative advertising opportunities using broadband video. This is where it gets interesting, because advertisers coming on board make television executives happy. It makes them see broadband video as another outlet instead of a leaky faucet. And finally, Broadband users are most likely to be young, affluent, and highly educated. Ah ha! This is why advertisers are interested. It all comes down to that affluent group (how else to explain Studio 60 still on the air?) Although I don’t know that I’d put myself in that “affluent” group mentioned above, I do watch TV online. I prefer to watch the mother ship (i.e. the television in my living room) because it’s more comfortable, but when I’ve missed a show, (my Tivo will only record one tv show at a time, hmph) I often go online. That should make network executives proud. For those of you who are broadband newbies, the following are the websites for the major networks: ABC: ABC.com CBS: CBS.com/Innertube FOX: Fox.com; Myspace.com/Fox. NBC: NBC.com The CW: CWTV.com
The copyright of the article Broadband Television in Prime Time TV is owned by Karen Woodward. Permission to republish Broadband Television in print or online must be granted by the author in writing.
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