#2, March 2008
News & Views on Media Measurement & Digital Video
Economics of the New TV Marketplace
Guest Feature :
Discussed at Media Industry Gathering
An interview / Q&A
with DAVID LAFOUNTAINE
Digital media’s promise for expanding its over 400 products, should “be able to
brand images and messages, as well as tar- take all its products to all consumers” via
David LaFountaine is Senior Vice
geting advertising more narrowly and a platform like Google.
President, CBS Television Distribution
increasing viewers of particular television
(CTD), a unit of CBS Corp. and a leader
shows, were the main themes at the Jack George Kliavkoff, chief digital officer at
in worldwide television syndication.
Myers Media Business Report’s “Economics NBC Universal, noted that his company
continued page 5
of the New Television Marketplace” media decided to largely hire staffers for its
and entertainment industry breakfast sem- forthcoming online video-on-demand
inar. Underwritten by Teletrax and executive service hulu.com based on “getting it right
search firm Korn/Ferry International, the for consumers” rather than corporations.
event was held on November 27 at New The result, he says, is that “They tend to
INDUSTRY page 3
York’s Landmarc Restaurant in the Time ask for forgiveness, not permission” in
“News & Noteworthy”
Warner Center. blazing new conceptual trails, an attitude
he believes is crucial for success in the new
After a welcome from Teletrax chairman media space.
Larry Moskowitz and prefatory remarks by
TELETRAX NEWS pages 6&7
Jack Myers, Teletrax presented highlights Carl Fremont, executive vice president,
from the first Myers/Teletrax Digital Video global media director at interactive
• CONTRACT WINS
Barometer Executive Survey. Of the nearly agency network Digitas, said that, “While
• OTHER TELETRAX NEWS
300 media and entertainment executives I strongly believe in traditional broadcast
• FACTS & FIGURES
surveyed, nearly 80% of the execs believe as a ‘reach’ medium, user-generated and
that at least 40% of video content will be semi-professional video content will also
consumed on the Internet rather than be ubiquitous in the future”, alongside
broadcast, satellite, or cable television by professional content on the web. Thanks
2012. After Moskowitz’s presentation, Myers to ad-skipping applications and shorter
BATTER UP
moved to the panel session, querying viewer attention spans, he added, the
president’s message
panelists about the current, and possible effectiveness of traditional 30-second By Andy Nobbs page 4
future, state of the television industry. marketing messages will be lessened, with
the likely result that integrating ads into
The sporting world has
Tim Armstrong, president advertising and content – rather than the current model
been taking its lumps lately.
commerce at Google North America, said of surrounding the content – will emerge
Controversies about steroids,
his company feels that mega-brands like more strongly. stars being indicted and
Procter & Gamble, instead of focusing its sentenced to prison, referees and coaches being
advertising efforts on a small handful of continued page 2...
suspected of trying to gain unfair advantages...
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