Innovations in Television Marketing

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INTRODUCTION In the grand scheme of things it can be argued that, unlike other digital and broadcast methods, television has been way behind the game and is now struggling to catch up to a future that may not even want what it has to offer. The proclamations of the industry notwithstanding (FOBTV, 2011), the fact is that the more than century of technological enhancement that brought moving pictures to transmitted word was not as disruptive as many other contemporary advancements, even though there is little doubt but that it initially shocked the sensibilities of the public (in a good way). TV clearly proved that the door to better communications was open, but then for the most part it evolved slowly and through relatively small technological advancements as they came about (Mahdjoubi, 1997). Few instances can be noted easily where what happened with television was not predicted or expected once the concept was operationalized. Those within the industry see this as part of the process of society catching up with what technology has to offer. A representative example of this line of thinking can be seen in the following statement, made in 2011, by the FOBTV: From monochrome to colour TV, and from analogue to digital, television technology has undergone revolutionary changes. In the analogue age, colour television technology fragmented into three major systems (PAL, NTSC and SECAM, with many sub-variations). In the digital age, the splintering has continued across the
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