In a recent podcast published by imedia.com, Ron Bloom, CEO of The PodShow predicts a 5/50 shift among media consumers over the next five years. That is, in five years, 50 percent of all media consumed will be created by other consumers.

Bloom asks, “what will happen to your brand?’” in such an environment. “With a dramatic shift in the way consumers consume and create, consumers will find their way into networks where they will spend as much time creating content as they do watching it.”

This potential shift marks a rapid evolution in the way media providers, marketers, advertisers, and the marketing communication industry will offer and deliver services. If marketers, business developers, and entrepreneurs don’t pay attention, their stick-in-the-mud, traditional marketing plans will become fluff in the dust.

Everyone keeps saying Internet Television is moments away, with IPTV looming this year. Will the telecommunications businesses take hold of this arena despite market share competition by the cable companies?

Some suggest that IPTV revenues are years out, since building subscribers anew is a lengthly process.

With IPTV, telephone companies could market in packages, Voice over IP combined plus internet access plus television, just as the cable companies do, now. Direct competition in a developed market is a challenge that IPTV would have to surmount to succeed. Studies show the telecom, broadcasting, and media company leaders are skeptical.

www.medialifemagazine.com

Recent Forrester benchmarks report that Gen Yers (18 - 26 year old) are online 12.2 hours per week, watching 10.6 hour of TV. Boomers, on the other hand, are watching 10.6 hours of TV per week and are online 6.6 hours.

Both groups are watching less TV than in previous decades for their age group, signifying the decline in TV and the emergence of new media platforms, as tools for capturing the attention of viewers.

This shift significantly effects advertising and points to the importance of emerging platforms for marketers and advertisers. Podcasts, video podcast, blogs, video blogs (vlogs), gaming, mobile devises, voice over internet, and internet television are the new tools to watch for brand development and customer engagement.

www.forrester.com/