Technology is a great thing, but as far as the television industry goes, technology may do more harm than good. With more and more people failing to watch live programming, especially on the Big Three (Four) networks, one has to wonder if advertising revenue will severely decrease in the next couple of years. With the invention of Digital Video Recording, the television industry took another big blow. With the ability to fast forward through commercials, since they are no longer live, as an advertiser why would you pay top dollar for advertising times?
Now live sporting events, like the Super Bowl for example, are still prime advertising options, but besides that, I see no reason for companies to spend tons of money on advertisements. Television stations and advertising companies alike have taken notice of this phenomenon, and are starting to adjust to the new technologies of the world. More and more programming is being watched on the Internet. ABC feature a majority of its most popular shows including Lost, Desperate Housewives, and Flashforward available on their website the day after the original program airs. However, the catch is that viewers are required to watch a 30 second commercial, which you can not fast forward through, every time a commercial slot occurs during the show. The 30 seconds is much more manageable for the viewers to watch, instead of the 3-5 minutes that occur during the live programming.
Overall, the television industry will never be the same. They will constantly have to come up with new ideas to keep up with the new technologies that will present themselves throughout the years. Advertising will never be the same as in the past, and in the future advertising will never be the same as in the present.
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