More TV Morphing

It always surprises me how little attention the advertising industry gives to the changing nature of the business model on British TV.  Any debate is normally restricted to a defensive, nostalgic view about audience size and share, rather than embracing innovation and the possibilities for a medium that many people still engage with.  Subsequently, when possible solutions to the funding gap created by a shifting landscape appear (eg audience participation) they are overlooked and managed very poorly.  Yesterday's Observer dug a little deeper into TV's latest crisis and offered several insights into its roots: "As broadcasters look to diversify revenues, they are starting to get into consumer businesses.  They are not making profits by selling advertising time to a handful of agencies any more; they are taking money from customers in the same way Tesco or Amazon does."  The Great TV Morph continues.