Word: bernoff
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That's especially true of youth--one reason MTV launched MTVU Uber, an online-only channel for college students. It also goes for upscale viewers like The Office's, who downloaded the show in droves from iTunes. Still, says Forrester analyst Josh Bernoff, the more mainstream online video becomes, the more viewers of all ages and income levels use it. "It doesn't matter whether you're selling Preparation H or sports cars," he says. "Your audience is online looking at videos, so you want to be there...
...laptop and phone screens without having to buy pricey video packages from mobile-phone carriers. Still, detractors question whether there is much of a demand for the Slingbox beyond sports nuts. "The Slingbox will spread, but only among a die-hard technology enthusiast group that loves electronics," says Josh Bernoff, an analyst with Forrester Research. Krikorian, of course, has almost a missionary's sense that his product will succeed. "We're tripling the number of TVs on the planet," he says, exaggerating for effect. But of all the hyped technology predictions of recent years, the most believable are usually...
...could take half a decade before the winners and losers of this battle emerge. One prevailing paradigm, from analyst Josh Bernoff of Forrester Research, forecasts cable firms and Web portals as most "promising" because consumers look to them for both onscreen and online content. His studies indicate that cell-phone content may become way too pricey for most consumers. The right mix of advertising with video on demand, he contends, stands a good chance of breaking out as the biggest earner...
Traditional television will see a painful 10% drop in revenues from advertising over the next two years, says Bernoff, so "like a dying patient accepting a terminal condition, the networks have had to accept a change in how they do business. Audiences are shrinking, but rather than just sit around and suffer, TV networks decided to diversify." All the talk about how teenagers and kids are turning away from television may be true, he says, but "young people will get jobs, get married, buy houses, buy big expensive TV sets and turn into the same people who are watching...
...Bernoff says the new formats could include ads, as CBS's do. Video clips at websites like MTV's and CNN's, he notes, include spots that sell for a higher rate per viewer than TV equivalents. And selling shows could diversify the revenue streams of a business that's almost wholly dependent on Madison Avenue--which, with more viewers using digital video recorders like TiVo to skip commercials, is already threatening to pull money from TV and put it into other media...