That technological innovation does not stop

It was believed that he would take a bit before having right to the television of the future. It was wrong: the television of tomorrow is being created before our eyes today. Less than fifty years after the most important has become of the mass media, the TV is on the brink of a new revolution. Finite TV version "menu", here comes the time of the pay-per-view! Long condemned to eat what the chain wanted to offer him, the Viewer now crammed in the Internet and interactivity takes the joysticks. The television of the 21st century will be the case: look at what you want, when you want, where you want. Stronger than zapping, the time is to measure TV.

After trying to resist, American television to challenge. Since last fall and the decision taken by Disney to sell its popular TV series the unit the day after their release on the small screen via the website of Apple's iTunes, the world of the American "networks" is boiling. Not a month without a major initiative. CBS decided to distribute free of charge and on the Web sporting competitions which he had acquired the rights to several billion dollars to ABC, which will put its more generators hearing programs, June on the Internet through the thematic channels of Time Warner, contemplating to make all of their content accessible to the application via the headends after you have created a website dedicated to the old series rerunsis television as a whole is in the hands of viewers a new breed of remote controls. Gone are the "zappeuse" used simply to pass one string to the other! That one looks at the television before a screen of TV, computer or digital audio player, the "cliqueuse" has now speeds of mouse to choose its program at any time but also forward, backward or support on the key break.

If TV "made in USA" calls into question, it is not for pleasure. She has no choice. Although traditional TV remains Queen and that the small screen can be proud to capture 50 of the time spent by American media and about 45 of advertising budgets, the competition has never been as harsh. The rise of the Internet sounding boards. Americans already spend 15 of their media consumption time on the network of networks, a much higher proportion for young people. Advertisers follow. Although Internet advertising still weighs from 5 to 6 of total advertising spending, is already $ 12 billion spent on U.S. sites last year, two times more than in 2002. The Web takes time and money chains controlled. The time where the hearing down and advertising revenues stagnate, do not attempt to invite on the Internet would be a mistake. That technological innovation does not stop. New digital video recorders ("dvr" or "digital video recorder") also have the wind in its sails. About 10 of American households already have a DVR. One third of them should be equipped in 2009. With the emergence of these simple video recorders for use, programming a record and look in light deferred series, a variety show or information in case the commercials is simple.

The challenge goes even further. The exchange of digital file on the Internet is also simple for a video for a piece of music. As the last tubes, they are now the films and series in fashion which are made available to all new digital pirates. Series such as "24 hours" or "lost" are available for free on the Web with subtitles in French and German the day after their release in the United States! Channels from around the world, the shortfall eventually weigh heavily when advertisers will demand to revise downward price watched spots by less viewers.

With the Internet, the barriers to entry are falling. Create and share audiovisual content has never been so easy and TF1 or France 2 Americans know that competitors of tomorrow could well if call Google or Yahoo! (the new giants of the Web), be holders of exclusive content (such as sports leagues, which might be tempted to control their own distribution) or modest actors from nothing or a "blog", and that can hope to achieve a certain notoriety by focusing only on the Word-of-mouth.

Even if there is the risk of cannibalisation, major television channels must act. Have to define the right strategy that will allow them to earn their living in a universe "à la carte". In the battle, they have assets. They can create and sell content, to the public as to advertisers. They control the media that the success of a program. They have financial resources. And they can say that technological innovation can also be good. From the status of Viewer to "Web-Viewer", series and program of the 21st century consumer can more easily be identified. It will look at perhaps less spots, but no doubt more pubs specially designed for him. Advertisers will be able to know who they are talking about and it will be expensive. "The best way to predict the future is to create", wrote the management guru Peter Drucker. At the beginning of the 21st century, the world of American TV began visibly to read Drucker.