The PC is no longer the sole way of accessing the internet, with an increasing amount of platforms allowing consumers to get online.
Speaking yesterday at the MediaTel INSIGHT Online Media Seminar, held in conjunction with the MediaGuardian, panellists discussed the various ways in which consumers can reach the internet.
Torin Douglas, media correspondent at BBC Radio, claimed that the internet is more than just web pages, with its reach extending onto SMS, mobile and internet-protocol-TV (IPTV).
Looking at IPTV, Ray Snoddy, media journalist raised the issue of cost, saying: “IPTV is a great concept, but who funds the content?”
Andrew Walmsley, founder of i-level, claimed that IPTV had enjoyed enormous growth in the short term, with falling broadband prices helping the technology’s rise.
LLU, which is increasing broadband speeds, is also fuelling the uptake of IPTV, according to Giles Ivey, sales director for AOL.
High-definition TV (HDTV) was also discussed at the seminar, with pannelists debating its role in the TV marketplace, with Snoddy saying: “Now I’ve seen it I can’t go back to normal.”
Walmsley added: “I saw HDTV on the BBC trial of their interactive service (IMP) and it’s looked very good. Nike are already planning HD adverts ready for the world cup.” Snoddy claimed: “HDTV is going to be the biggest thing in TV.”
With such strong growth expected in IPTV, and the superior quality expected in HDTV the pannel raised concerns that there would not be room in the media world for both technologies.
Mobile TV is another platform, with the panel agreeing that there is already consumer demand for content on the go.
Walmsley commented: “Watching TV on the go? Of course consumers will. The other day I watched horizon on the tube.” Snoddy added: “In Germany, if you miss your soap you can pay to have it downloaded to your phone.”
As Douglas said, the internet no longer means just web pages, but is moving towards a convergence of media, giving consumers the power to create their own media agenda, where, when and how they wish.
Walmsey pointed out that the importance of the emergence of all these different devices going into to the online world is resulting in advertisers being offered new channels for reaching their audience. The i-level boss claimed that it was the online media owners job to “help clients gain” from these new revenue streams.
The MediaTelINSIGHT Online Media Report is available to subscribers from the Executive Reports section above, or for non-subscribers to purchase at www.mediatelinsight.co.uk/reports priced £225. The report features the latest forecasts and current marketplace dynamics for the Online market.
