Yahoo Emphasizes TV
Portal firm takes aim at TV content as home entertainment market edges away from live broadcasts.
July 6, 2005
Yahoo plans to announce on Wednesday that it has hired David Katz, a former senior vice president of CBS, to take charge of the Internet portal firm’s entertainment and sports divisions.
MORE @
redherring.com
“Interactive television is a solution that works today,” says David Katz, vp-strategic planning and Internet ventures at broadcast giant CBS in Los Angeles, which has partnered with WebTV, the interactive venture of Microsoft Corp. “We're not waiting for thousands of boxes to be deployed. We already have a built-in — albeit small — audience. Our goal over the next year is to include an interactive component with almost all types of programming, from dramas to comedies to sports.”
promomagazine.com
REVERSAL:
David Katz, who heads strategic planning and interactive ventures for CBS, talked about developing "TiVo-proof programming," a reference to a popular brand of DVR. The networks will adapt to DVRs, he predicted, in the same way they adapted to VCRs, which were not so long ago viewed as a threat to commercial television.
"First of all, some programs, by their nature, are TiVo-proof," Katz said. "Sporting events are TiVo-proof. Live news is TiVo-proof. Reality programming is also TiVo-proof, in the sense that you want to see what is happening when it happens, because if you don't, it's going to be spoiled for you."
TiVo-proof, embedded components and integrated advertising are not the only catch phrases springing up in this new terrain. Television people also talk about "enhanced" or "augmented" messages to which viewers will have "optimum receptivity."
pvruk.co.uk
Television Executives Resist TiVo
17 Jul 2003
Variety: TV nets must confront interactivity
A panel discussing the future of television in the face of encroaching interactivity showed few signs that TV executives are willing to adapt. TiVo and its ad skipping abilities featured prominently in the discussion, as well as its advertiser showcase.
Predictably, big network execs are still resisting the inevitable, as clearly voiced by CBS exec David Katz who said the networks will "do everything we can to preserve the 30-second spot."
marketingvox.com |
