The report forecasts that new digital platforms will generate $5 billion in yearly spend by 2011, with ad skipping DVRs putting $12 billion at risk.
In the
Evolving Business Models for Television & Filmed Entertainment report, JupiterResearch says that the projected figures will account for 2% of advertiser and consumer spending, with 5% at risk. However, this is assuming that advertisers reduce spending and do not use new advertising formats and platforms.
Ofcom recently published a report which revealed that digital television has reached over 70% of households in the UK (see Digital TV In 70% Of Homes).
David Card, vice president and senior analyst at JupiterResearch said that the real benefit of new platforms to TV and film programmers is promotion, not economic.
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