Friday, December 14, 2007

Broadcast and Internet Become One

We are fast approaching the time when the Internet and broadcast media (radio and TV) are becoming so intertwined that consumers will no longer distinguish between the two. And that's a good thing.

We used to think of the Internet as that new place where we get information aside from our personal conversations or browing of print. Now perceptions are changing so that we don't think about the source of information -- an IM chat or article on a magazine website are considered parts of our daily conversation -- when discussing the information with friends.

Now, TV and radio are bonding with the Net in the same way, and that provides consumers with better selection and increasing loyalty. Watching The Daily Show or CSI online is becoming as natural as TV viewing, and listening to your local radio station is becoming equally popular. The Net isn't the "other" any more, it's just another conduit for the type of content we are used to enjoying.

To marketers, this means it's time to dedicate the more consideration and dollars to online components and make them integral to the marketing strategy. Viacom, Clear Channel and NBC have realized this and are planning their futures accordingly. The Net has shifted from competition to extension, and we'll see even more aggressive spending and creative ideas in this realm.

By John Gartner at 05:57 AM | Comments (0)

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