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September 25, 2006
What Can Radio Learn From TV's Response to Tivo?
In business, thinking more than one step ahead is a huge asset in achieving longevity and profitability. It's also extremely hard to do, since nobody yet possesses a crystal ball.
But sometimes we can look at similar industries and connect some heretofore unconnected dots to uncover some insights.
Such a process might be appropriate for the radio industry as the TV industry wrestles with the onslaught of ad-skipping digital video recorders. As a recent article in Business 2.0 discusses, product placement is the next big thing in TV advertising as new start-ups are receiving funding to capture the opportunity.
Okay, so there aren't DVR's for skipping commercials in radio, and granted the medium presents songs of a few minutes in length, not shows of 30, 60 or more minutes. But product placement solves more than the DVR problem, doesn't it? Doesn't it also solve the problem of channel surfing? Quite well. And that's an area where radio executives can find some dots to connect.
Can radio develop its own version of product placement? Will radio executives pay attention to this, or will they continue to try and charge more money for shorter spots?
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Comments
Brett, a lot of the podcasts I listen to are practically infomercials for the podcast sponsor - and I don't mind it one single bit. The advertiser/sponsor gets their plug and then steps out of the way for an intimate and engaging audio format.
I'm thinking there has to be opportunities for podcast sponsorship and advertising, especially when you can match a product or service to distinctive niche.
Posted by: James Clark | September 26, 2006 12:14 PM