It is 'the beginning of the end of television as we know it' declares a study from the IBM Institute for Business Value.
Our analysis indicates that market evolution hinges on two key market drivers: openness of access channels and levels of consumer involvement with media. For the next 5-7 years, there will be change on both fronts – but not uniformly. The industry instead will be stamped by consumer bimodality, a coexistence of two types of users with disparate channel requirements. While one consumer segment remains passive in the living room, the other will force radical change in business models in a search for anytime, anywhere content through multiple channels.
What this means for any health communications or social change program that intends to use ccommunication technologies is that you will need to determine how your audience fractures into these segments of media users. Planning will need to include strategies that reach and resonate with this bimodal distribution of media consumers, with consumer control over their media exposure being of the most concern (see the large shift of the Massive Passive segment over the next 5-7 years). The authors of the study also note the importance of providing 'seamless content mobility' across delivery devices to meet the needs of the open access segments. [via The MIT Advertising Lab.]
Added Link: How ABC TV is confronting the problem of content mobility.