Online and onwards
Few could question the importance of
supporting your media outlet - be it TV, radio, newspaper or
magazine - with a strong online presence.
We hear daily of increases in web traffic for
news websites and the like, and yesterday was no
exception, with the revelation that Britain's Got Talent
"sensation" Susan Boyle has boosted the traffic to
ITV's website by 700%.
This took it to a daily rate of 1.4m unique users - a figure that
makes the ratings for many cable TV shows pale in comparison.
To potential advertisers, this is a very appealing prospect and
poses a challenge to media companies, who need to adapt their
business model to work in a new marketplace, where users want better, higher quality online
content.
The BBC have led the way - their iPlayer regularly allowing me to
watch The Apprentice while the two televisions in my house are
otherwise engaged - and others are following. All of the major TV
stations have online watch-again facilities
and any regional radio station worth its salt has live streaming
and listen-again options.
Whether Susan Boyle's performance is the best example of
"better, higher quality content" is questionable, but its
impact on ITV's website is undeniable and represents an
exciting new avenue for advertisers.
COMMENTS
Robin Brown - Tue 21st Apr 2009
Let's hope this kind os opportunity doesn't persuade broadcasters to go down the ruthlessly proprietorial route that they've been hinting at.
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