Rethinking Television in the Digital Age

Abstract

This chapter is about the challenges that television faces as it moves towards digital platforms, thereby providing increasingly diverse and multiple options for advertising agencies.¹ However, as advertisers are now using television as one among many media platforms for their marketing purposes, through customizing and personalizing their campaigns, television itself undergoes a process of fundamental change. Part of a broad and convergent media landscape, television today operates ambiguously — not only in both enabling advertising to become more subtle and pervasive than ever before, but also in providing consumers with unprecedented powers of interactivity and choice. This has significant implications in terms of market strategies, consumer practices and media policies — but also, importantly, society at large.