TITLE

Wild-card wires

AUTHOR(S)
Keating, Stephen
PUB. DATE
February 2000
SOURCE
Advertising Age;2/14/2000, Vol. 71 Issue 7, ps10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article examines the progress of cable television (TV) as of the beginning of the 21st century and its impact on advertising. The cable TV industry has become a powerhouse, racking up billions of dollars in annual advertising revenues while quadrupling its prime-time viewership over the last decade. The issue for the next five years is how cable will leverage that success onto the long-promised platforms of video-on-demand, interactive TV and high-speed cable Internet service. Four areas of cable technology are believed to become part of the media mix mindset: traditional 30-second and 60-second advertising on analog cable channels; more targeted marketing by ZIP code or home nodes; Internet advertising; and interactivity on the TV screen through new-generation digital set-top boxes.
ACCESSION #
2781649

 

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