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Real value of new platforms will be promotional, says Jupiter Research

by ArabianBusiness.com staff writer  on Tuesday, 31 October 2006

Near-term revenues from digital markets for TV and filmed entertainment will be minimal and potentially neutralised by ad-spending threats, according to a new report from Jupiter Research.

The report, “Evolving Business Models for Television & Filmed Entertainment,” forecasts new digital platforms will generate US $5 billion in yearly spending by 2011, while DVR ad skipping puts $12 billion at risk. The projected figures will account for 2% of advertiser and consumer spending, while 5% is at risk.

This is assuming that advertisers reduce spending, which they so far have not, and that they don’t use new advertising formats and platforms, says the report.

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