May 8, 2008

Study: 2008 High-Water Mark for ITV

Yankee Group says there is a significant shift taking place in the advertising industry - cable and IPTV operators will lose out to Internet video platforms in the competition for the incremental ad revenue that supports investments in interactive TV. By the time cable and IPTV operators will be able to deliver interactivity to a large number of households, content owners and advertisers will have already made long-term interactive platform investments online.

According to the recent Yankee Group Report, "The High-Water Mark for Interactive Cable," digital and interactive advertising is the cornerstone for the infrastructure investments necessary to support interactive programming. Cable networks will continue to command large linear audiences and above-the-line advertising revenue, but cable operators will be limited in their ability to deliver interactive experiences that can compete with Internet video.