This is the move that could really change the UK media landscape, giving modern marketeers big headaches and massive opportunities.
Spectrum Strategy forecasts that within six years the number of UK broadband subscribers will have risen from its current 3.2m to 14.4m with 80 per cent of homes having digital TV and 45 per cent PVRs.
Change on such a scale has great consequences. Jane Lighting, Channel Five's CEO, sums up the issues nicely in this recent quote:
'Speed and sex have driven broadband but broadcasters haven't yet developed the skills to create better content. And advertisers struggle as they are used to placing ads around content that will go out at a definite time, but with broadband they have no control over when or where people view that content.'
Power to the Digital Consumer !
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