Robert Hof for Forbes:
Television advertising may be doing just fine despite the slumping economy. But within the next five years, it’s going to be eclipsed by online ads, according to a new report from market watcher Forrester Research.
The next 5-10 years will be a time of great change for television. As it stands now, television executives have little incentive to change the programming model put in place in the 1940s: put a show on the air, sell ad time, reap profit. Other avenues of distribution have been choked by a reluctance to cannibalize the cash cow of on-air ads. What happens when the bottom falls out on that revenue stream?