Tuesday, March 11, 2008

Digital Changes

"What is often a rather humdrum discussion of the strengths of magazines, TV and other media venues this year turned into an exercise in grenade launching and hand wringing over the increasingly obvious shortcomings in media measurement.

This year's 4A's Media Conference was given the title "Digital Changes Everything." That much is a truism accepted by most many moons ago, but what became evident as the panels and speeches at this year's event unfolded is that the digitization of our lives is raising questions a lot of media owners and agencies are far from being able to answer."

"When asked about the future of TV and of video on the internet, people reveal profound differences in attitudes based on age groups. We asked people ages 12 to 64 if they agreed (on a scale of one to five, with five meaning they agreed completely) with two statements about the future of TV and competition with the TV for entertainment time."

" For a variety of shows, the Web proves valuable as a time machine, permitting users to catch up on missed episodes. The Web site for “Jericho,” a show that was canceled by CBS but revived last year because of Internet-savvy fans, had roughly 1.3 million video views in the first week after the show’s second-season debut on Feb. 12. Less than half of those views were of the premiere episode; the rest were from viewers catching up on the first season or sharing clips.

In addition to tracking the episode views, CBS measures the amount of online conversation happening about shows.

“We’re still midstream,” said Nina Tassler, the president of CBS Entertainment. “We’re still learning about people’s behaviors and we’re still learning about what shows really resonate with an online audience.”


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