“The noise and the hand-wringing that have come because of the launch of companies such as Joost, and from companies such as Google, Microsoft and Apple claiming that your PC is the next television, are wrong.” So says Michael Kokernak in MediaPost’s Video Insider column.
Kokernak points out, correctly, that the television industry is fighting back. The networks and their software-hardware allies are pouring money into redefining that medium for the digital age. Nielsen, my former employer, has been under tremendous pressure to greatly improve accountability in its performance measurements for TV advertisers. TiVo changed the TV picture forever, and each day offers previews of the type of interactive techniques we’ll be seeing for direct marketing.
With the move to digital in 2009, along with the arrival of new technology systems that will build on the legacy of television advertising, the advantages that television on the Internet has for advertisers will evaporate. So, beyond security problems and having to pretend watching “Heroes” on a small computer monitor is just as good as watching it on an high-definition TV, new “television-killing” Internet portals have nothing that television will not be able to offer advertisers in only a short time.