[opendtv] Re: NYT: An Ad Buyer’s Busy Day as a Target of the TV Upfronts
- From: "Manfredi, Albert E" <albert.e.manfredi@xxxxxxxxxx>
- To: "opendtv@xxxxxxxxxxxxx" <opendtv@xxxxxxxxxxxxx>
- Date: Mon, 23 May 2016 02:54:28 +0000
Craig Birkmaier wrote:
Bottom line this is the new reality:
1. Live linear networks will continue to thrive as a medium to carry ads
Says who? Use of linearly-distributed content is dwindling fast, and live
linear networks, aka MPEG-2 TS broadcast delivery, are not even necessary for
live content. So why do you insist that people are moving back to the 1950s? I
don’t get it. Ads exist just fine within on-demand content, or within live
content delivered over the Internet.
Even for sports, I doubt very much that sports addicts would be opposed to a
scheme in which they can begin watching, say, 2, 5, or 10 minutes after the
game begins, but still watch the game from the start. Infrastructure limited to
live linear delivery is simply not necessary anymore, Craig. It will soldier on
from mere momentum, for some years, but it's being replaced by the users
themselves.
the rerun networks will disappear).
Says who? Perhaps the use of linear delivery, for rerun content, will
disappear. But rerun content will continue to do well. So sure, linear delivery
is going into disuse for all manner of content, why should it not also
disappear for rerun content?
2. Content will continue to be sold into syndication, and most older
content will be accessed on demand,
You should have said that first, not as an afterthought. Linear delivery of TV
content was only an expedient, dictated by technical shortfalls of the day.
Once the infrastructure is no longer shackled to broadcast/live delivery
exclusively, there is no reason to remain constrained to that technology. For
on demand, or for anything else.
So, ads and on demand delivery are HARDLY mutually exclusive. Ads HARDLY depend
on linear/live delivery or on infrastructures limited to linear delivery. These
are two orthogonal discussions.
In short, just because ads are continuing to be a factor has absolutely NO
BEARING on how these ads will be delivered, or on a future of MPEG-2 TS
broadcast distribution networks.
Bert
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