Communities Drive TV Versus WebAds

• Posted: Wednesday, July 05, 2006
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• Author: pradhana

By Jonathan Guthrie

Television executives are losing sleep over the threat of Internet advertising.

The anthropomorphic manifestation of their nightmares is a Google-coloured bogeyman, stealing in through the window during the dead of night to rob yet more advertising revenues from the stash beneath their mattress.

And when Google overtook Time Warner in June 2005 as the world’s leading media company by stock market value, it seemed commercial television’s worst dreams were coming true.

As a business, Google relies on Internet Advertising for 99% of its revenues. Its market dominance is predicated on the fact it does search better than anyone else (at the moment). And despite this meaning that Google’s business is built on a technological house of cards, investors value it at over $100bn.


Jonathan Guthrie, CEO of MGt, discusses how the television industry is fighting back against the Internet advertising bogeyman - through communities and web aquisitions and joined-up, multiplatform CRM. Read more

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