Industry Players Say Internet Complements TV
By Anna Johnson on July 15th, 2009At a two-day DDB conference in London, U.K. television heavyweights met with Internet players to discuss the relationship between television and online video.
Attendees included representatives of the UK government, the BBC, BSkyB, ITV, Virgin Media and other broadcasters, along with people from Hulu, NBC Universal, Google, and some media agencies and consulting firms.
According to eMarketer, the consensus among those from both the TV and Internet companies was that the Internet complements rather than competes with television.
A prime example of this was NBC’s coverage of the Beijing Olympics in 2008. NBC found that the more options it provided for people to watch the Olympics – online and via mobile and video-on-demand devices – the more they watched the coverage on television.
Moreover, data from NBC, along with data from the UK Internet Advertising Bureau (IAB UK) in partnership with broadcasting industry body Thinkbox, indicates that television viewer numbers and audience engagement levels are higher than ever.
Source: Karin von Abrams, “Delivering Digital Marketing,” eMarketer, July 1, 2009
