Word: bernoff
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There are big motives to make deals, says Forrester Research analyst Josh Bernoff, namely, "fear and greed": fear of being flat-footed by new technology, as the music business was, and greed, because "all of these new distribution formats look like they have the potential to generate pretty significant revenues...
...Visionaries," says TV analyst Josh Bernoff of Forrester Research, "think about what is possible without thinking about what will actually make good business." Say you were descrying the future TV of 2000, 20 years ago. You might have predicted a remarkable, crisp, high-tech TV display. You might have called it, say, "HDTV." And you would have been right. Except HDTV is probably not in your living room. As with the De Lorean car, the mere existence of a $5,000 or $10,000 TV set isn't sufficient to persuade consumers to go into hock to get a sharper...
...will make possible interactive ads and the ability to purchase products right off the screen. Changing the ads to include contests or other carrots will encourage viewers not to skip them. "Wait till the end of this commercial, and you can win a Ford Explorer," ventures TV analyst Josh Bernoff of Forrester Research...
...will it take a big shift to affect television's business model. Ads are sold based on demographics. Suppose only relatively well-off, younger, tech-savvy viewers--the kind advertisers crave--adapt to PVRs. Bernoff posits that if X-Files fans bypass all those pricey tech ads, such highly acclaimed, high-budget programs could migrate to pay cable, replaced by more America's Favorite Self-Immolations--cheap programming aimed at downscale audiences...