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Convergence and keeping your traffic
Jonathan Bowers, December 7th 2006, 10:20AM
We're experiencing the early stages of convergence and the big players are doing their best to bolster online offerings so that once they've got visitors, they keep them as long as possible.
SKY is a good example, having just announced a new deal with Google, which extends News Corp's relationship with the Search giant into the TV online arena. The deal allows them to have that little bit more control over the choices users make while on their sites.
We've looked at News Corp before and Murdoch's about turn on the Internet. I'm interested to see how the public debate over SKY's stake in ITV will develop considering last night's meeting of MP's at Parliament.
Elsewhere, Richard Branson has called it undemocratic and C4 are equally unhappy. Of course, the debate is about much more than just TV. ITV has been diligently developing an online offering including it's acquisition of Friends Reunited a year ago this week. Couple this with SKY and you have the most comprehensive network of online content in the UK.
It's no wonder they're all a little unhappy. Only the BBC will be able to compete and I wonder how much they'll struggle.
Tags: broadcasters, convergence, tv
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Lawrence Jones, December 8th 2006, 10:14AM
Lets not forget that Google are also getting a lot out of this. They're making a move into TV advertising, which is still the main medium for advertising spend.
It's interesting that they are piloting this plan out in Britain. The suggestion is that we are better set up than other nations (infrastructure) but I can't help feeling this is a safe piece of market research for Google before they roll out in the US.
Industry sources comment that BSkyB has the most to benefit, but I can't help thinking this is much more about Google cementing their audience in a multi-platform way.