The recent announcement and presentation of ‘Google TV‘ may pose a significant turn for the TV industry. And no wonder considering that this new initiative of “Smart TV” could seriously threaten the traditional concept of television today.
Certainly, Google’s strategic moves always maintain a common goal. In addition to innovate and bring new services exploiting the available technological resources, is no doubt that with this new “evolutionary step,” Google aims to further strengthen its dominant position in the advertising market, plunged into the conquest of television advertising. A sector which currently maintains an investment of 70,000 million dollars.
During his presentation at a conference in San Francisco, made it clear the impact of this new television, referring to it as “new platform that will change the future of television.”
Recently we addressed this issue, stating that Internet advertising and absorb the future of television and so we came to the conclusion that “the Internet will be the means” and not the television will become an element of a digital media multi ”audiovisual” which also will join the rest of traditional media.
With Google TV, the concept of “television” will acquire a new dimension with the multiple applications and new capabilities that will have through this new platform built on the Android OS to “combine the best of television and the Internet” and from the which would be born “true video on demand.”
The success or failure of this new initiative could condition and determine the future market of traditional television advertising. And this new TV concept opens up new possibilities for brands and advertisers to reach audiences with new formats and viewers and advertising strategies and new business models related to the contents of payment. A new opportunity for the film industry and the producers that could offer viewers the opportunity to access all types of videos or on-demand content.
In this sense, television advertising through this new platform would combine the traditional elements with the multimedia features of the medium internet. Imagine for example a cut advertising where ads require or suggest to our interaction and participation, or the opportunity to decide what kind of ads we want to see during commercial breaks.
So far we have to wait to see the evolution and developments but it is certain that the “intelligent television” could change the concept of traditional television advertising.
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