Microsoft: TV Industry Facing “iTunes Moment”

Aug 29th, 2009 | By | Category: Internet TV, Video

The TV industry has as little as two years to get their online act together.

Otherwise, it’s going to face face an “iTunes moment” and cede its online future to Apple, according to Microsoft’s Ashley Highfield.

“The industry has about two to three years to adapt or face its iTunes moment,” said Highfield, the managing director of consumer and online at Microsoft UK, at the MediaGuardian Edinburgh International Television Festival. “And it will take at least that long for media brands to build credible, truly digital brands.”

“The traditional television business has to aggressively move its content online, build a critical mass of content that the traditional buyers of airtime will understand and buy into,” he added. “They want to see TV-like reach and impact.”

Do you think Internet media is going to do as much damage to television as it’s done to radio and print media?

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No Responses to “Microsoft: TV Industry Facing “iTunes Moment””

  1. Woohooo! first to comment!
    This is very realistic, as you go onto some network websites they are already implimenting this.

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  3. Microsoft, which did everything underhanded they could to bend the entire Web to their will in the mid-to-late ’90s, is crying foul about Apple and iTunes and the future of TV?

    That’s rich.

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  5. msbpodcast says:

    Microsoft can’t see the forest for the trees.

    TV (all ad supported media really) is facing extermination because advertisers are going on-line and discovering that it can be their complete 2-way solution, advertising without competition, taking orders, getting feed-back, tracking orders, handling complaints.

    While according to an old management axiom “Perfect is the Enemy of Good eEnough“, “Better” is the enemy of the Status Quo.”

    To put in a way that someone at Microsoft might understand, “In an N:M world, no 1:N solution can possibly compete.

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