I was having a conversation the other day with one of our clients around the future of television. We were all talking about observations we have all made about the broadcast industry and where we think it is going. I came away from the conversation confused about the paradox in which we find ourselves with most of America. We pay money, most people $50 or more, for something that was once free and the experience has not changed. Think about that, it used to be free that is where advertising came in to subsidize the broadcast costs. So TV was free but advertising supported. However now we pay for almost exactly the same thing, over 70% of the most common channels are the main networks, and we still see ads.
So I am asking the question to what I am paying for and why do I see ads if I am paying for it. This I believe will be a driving factor as digital TV becomes the standard. New services will show up that we pay for because of the value of brings. Advertisers will need to get creative if they want to get our attention in the future.