Tuesday, May 11, 2021

WHAT HAPPENS TO TV WHEN THE WEB TAKES OVER?

February 10, 2012 by · Leave a Comment 

Richard Greenfield

A recent study by Nielsen Research indicating that persons who are watching Internet video on their TV sets are watching fewer broadcast and cable programs appears to fly in the face of pronouncements by TV executives that online video tends to be accretive and does not significantly affect conventional TV viewing, BTIG Research analyst Richard Greenfield observed in a note to clients on Thursday. Statistics in the Nielsen study, Greenfield said, raise “the question of what happens to TV viewing as web video offerings explode?” Greenfield argues that in order to “mitigate the risks posed by streaming video, network/content owners need to embrace TV Everywhere.” And not merely put partial content online, which he says, “is simply frustrating to consumers.”