Beyond the Box: How Will Television Evolve?
Julia Hanna,
HBS Bulletin,
Feb 28, 2002
If you thought the furor over Napster was something, wait until it hits the world of video. "If you want to see the future of television, go out and buy a TiVo," agreed Thomas McGrath, executive vice president of the Viacom Entertainment Group. "It's deconstructing the concept of scheduled TV. Over 80 percent of consumers with TiVo never watch a commercial at all. That trend will have dramatic economic consequences for the industry, he added, since networks won't be able to produce new programs without advertising revenue. "Nobody is prepared to say that there's been a sea change," he warned. "We're in the middle of a storm."
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