Web technology changing face of television

31Mar09

Web technology continues to encroach on traditional media at a rapid pace. While many US newspapers give way to online, television is also being transformed by new technology.

Here are some examples coming out of the US:

TiVo, the ad-skipping, time shifting digital television recording device, is now delivering web video to televisions. Rather than download and watch longer format video on small screens, TiVo allows video to be viewed easily through your television.

TiVo have begun working with YouTube, Amazon, Netflix and over 50 other sources to deliver web video to television. So far TiVo have had over 30 million downloads by 60% of their broadband-connected customers.

Online ad giant Google have launched a television advertising division. It employs a similar auction system to their online advertising approach, allowing customers to bid on ads up to the day before rather than the traditional model of buying months in advance.

Some of Google’s television partners allow advertisers to type in keywords to determine which programs will best suit their targets. It results in what Google claim is content contextually relevant to your brand. And its done in minutes. After your advertisement runs you receive a report detailing which spots ran, the audience delivered and how much budget was spent.

ESPN, the cable sports station, now has an online version called ESPN360. They consider it a full-fledged TV network that is delivered through the Internet. ESPN360 is covering 3500 live events this year and have more than 25 rights deals with various sports.

ESPN’s philosophy is that people want to watch sport wherever they are. Rather than limiting consumers to television, ESPN believe in “best-available screens”, providing viewers with more options. Its working, because ESPN360 no has 24 million subscribers.

Ffwd (Fast Forward) is providing viewers with the ability to create their own television station. Ffwd was created to bring order to the web video. It allows you to create a channel for any interest you have and receive related content. Once a user subscribes to about seven channels, Ffwd takes that information and uses algorithms to create a personalised channel. The system makes intuitive add-ons to your programming stream. Its like Last.fm (the intuitive music site) for TV.

And there are new video initiatives every month, The march of web technology is relentless and will change the way you view television forever.

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