12 Sep 2008


Fragmentation leads to choice and choice requires volition and action. Consumer’s will be forced to take more control and further personalise the content they choose; what, when and where it’s consumed, its formatting, filtering and presentation.

Consumption of media content will become active, rather than passive.

Video and audio content is already available ‘on-demand’, thus content choice is no longer guided by broadcasters. Access to video content from the internet will become common place, enabling complete personalisation of viewing habits.

Personalisation of this nature will generate real-time information on consumer’s habits and enable hugely targeted advertising based on their behaviour, location and other profile data.

Source: Ross Dawson